Factors Affecting the Adoption of Social Media in Higher Education: A Systematic Review of the Technology Acceptance Model

  • Noor Al-QaysiEmail author
  • Norhisham Mohamad-Nordin
  • Mostafa Al-Emran
Part of the Studies in Systems, Decision and Control book series (SSDC, volume 295)


Numerous review studies were conducted in the past to examine the technology acceptance model (TAM) on the one hand, and the social media adoption on the other hand. However, understanding the factors affecting the adoption of social media in higher education through the lenses of TAM is still not yet examined. Therefore, this study aims to systematically review the TAM-based social media studies for identifying the most dominant factors. This study also attempts to determine the most dominant publication venues through which the analyzed studies were published. Out of 539 articles collected, a total of 57 studies were found to meet the inclusion criteria, and hence, were included in the analysis phase. The results indicated that “perceived enjoyment”, “subjective norm”, “self-efficacy”, “perceived playfulness”, “perceived critical mass”, and “openness” were the most frequent factors affecting the adoption of social media in higher educational institutions. The identification of these factors would assist the decision-makers of these institutions in making informed decisions regarding the employment of social media platforms. Limitations and future work were also discussed.


Adoption Social media Higher education Systematic review TAM 


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Copyright information

© Springer Nature Switzerland AG 2021

Authors and Affiliations

  • Noor Al-Qaysi
    • 1
    Email author
  • Norhisham Mohamad-Nordin
    • 1
    • 2
  • Mostafa Al-Emran
    • 3
  1. 1.Faculty of Art, Computing & Creative IndustryUniversiti Pendidikan Sultan IdrisTanjung MalimMalaysia
  2. 2.College of Economics, Management and Information SystemsUniversity of NizwaNizwaOman
  3. 3.Department of Information TechnologyAl Buraimi University CollegeAl BuraimiOman

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