Really do university students believe that facebook is a useful tool to mobilizing people both online and offline around social causes?

The use of information and communication technologies pervades our lives. A specific type of social media that is playing a crucial role in this upsurge of participation in cyber-collective social movements (CSMs) is the social networking sites (SNS). We employ an extended model from the Unified Theory of Acceptance and Use of Technology (UTAUT) as our theoretical framework to understand student perceptions of SNS use expectations (performance expectancy and effort expectancy), social acceptance (social influence), and their perceptions about resource availability (facilitating conditions) for expressive social participation. This extended model introduces social variables (SNS mobilization effort and offline civic participation) that researchers have identified as important in explaining behaviors. In doing so, it advances a model of how activities in the online domain can ‘spill’ over to the offline domain. We have provided empirical support for the applicability of UTAUT to the expressive participation in CSMs via a survey of 214 SNS users. Our results confirm that expectancy and social influence significantly affect student intentions to use SNS for expressive participation in CSMs. Likewise, SNS mobilization effort emerged as a strong significant predictor of both intention and the use of SNS for expressive participation, but not for offline civic participation. Last, the use of SNS for expressive participation was a significant predictor for offline civic participation, which suggests that users who publicly express their socio-political opinions in SNS are more likely than others to participate in demonstrations.

Really do university students believe that facebook is a useful tool to mobilizing people both online and offline around social causes? from Juan D Borrero