This document summarizes a research paper that studied the effect of social needs, social influences, and convenience on university students' dependence on smartphones and purchasing behavior in Pakistan. The researchers hypothesized that social needs, social influences, and convenience would positively impact students' dependence on smartphones. They conducted surveys of 337 students and used structural equation modeling to analyze the data. The results provided evidence that social needs, social influences, and convenience significantly affected students' dependence on smartphones, and that dependence on smartphones was significantly related to purchasing behavior.
Social networking sites like Facebook, YouTube, Instagram, Google+ Twitter and etc; are becoming an integral part of students' lives in
Egypt. This study attempts to investigate the student’s perception of social networks as a learning tool. A survey was conducted by 757
questionnaires given to a sample of students of different ages and genders representing various colleges in Egypt during the academic
year 2016/2017. SPSS is used to analyze the collected data. The results show that most of students are using social networks in their
learning, moreover the result support the advantages of social networks in learning and don’t show any apparent disadvantages.
DETERMINING FACTORS THAT INFLUENCE STUDENTS’ INTENTION TO ADOPT MOBILE BLACKB...ijma
As a newly developing academic domain, researches on Mobile learning are still in their initial stage.
Meanwhile, M-blackboard comes from Mobile learning. This study attempts to discover the factors
impacting the intention to adopt mobile blackboard. Eleven selected model on the Mobile learning
adoption were comprehensively reviewed. From the reviewed articles, the most factors are identified. Also,
from the frequency analysis, the most frequent factors in the Mobile blackboard or Mobile learning
adoption studies are performance expectancy, effort expectancy, perceived playfulness, facilitating
conditions, self-management, cost and past experiences. The descriptive statistic was performed to gather
the respondents’ demographic information. It also shows that the respondents agreed on nearly every
statement item. Pearson correlation and regression analysis were also conducted.
Analysis of Candidates’ Performance in Unified Tertiary Matriculation Examina...Olutosin Ademola Otekunrin
A major criterion for determining the eligibility of candidates for admission into Nigerian Universities was their performance in UTME and Post-UTME before the scrap of the Post-UTME in 2016. This study was therefore aimed at investigating the performance of students in UTME conducted by Joint Admissions and Matriculation Board (JAMB) and the Post-UTME conducted by the University of Ibadan from 2012/2013 to 2015/2016 with emphasis on gender and age-group performance in the two examinations. The secondary data used for this research comprised of the records of all 100 Level students admitted into the University from 2012/2013 to 2015/2016 academic sessions through UTME and Post-UTME. The data collected were analysed using descriptive statistics, independent samples t test and Pearson Product Moment Correlation Coefficient r. The results [(2012/13: 49.3%; 50.7%); (2013/14: 53.5%;46.5%); (2014/15: 53%;47%) and (2015/16: 53.3%;46.7%)], for male and female respectively showed that more male candidates were admitted compared to their female counterpart in each academic session except the 2012/2013 session that had higher female enrolment. More than 80% of the students were in the 16-20 age group. The independent t-test, for UTME and Post-UTME respectively, showed that the males had higher mean scores than the females and these mean scores were significant in all the sessions except in the 2015/16 session [(2012/13: P = .00; .04); (2013/14: P = .00; .03); (2014/15: P = .00; .00); (2015/16: P = .32; .29)]. The independent t-test for Post-UTME showed that the 16-20 age group had higher mean scores in the Post-UTME than the 21 & above age group in all the sessions but the only significant Post-UTME mean score for this group was in the 2012/13 session (P = .00).
Also, the independent t-test for UTME showed that the 21 & above age group had higher mean scores in the UTME than the 16-20 age group in all the sessions except the 2015/16 session but the only significant UTME mean score for this group was in the 2013/14 session (P = .03). The Pearson Product Moment Correlation Coefficient r was 0.306, -0.351, 0.456 and 0.641 for 2012/2013, 2013/2014, 2014/2015 and 2015/2016 respectively. All the r values were positively significant at 5% level except the value of r which was negatively significant for 2013/2014 session.
The progressive and significant positive increase in the value of r in all the sessions except the 2013/2014 academic session suggested tacit support for the scrapping of the Post-UTME in the Nigerian University system.
In China, a mobile education app is one of the top-three most popular apps, and its market size is
continually growing. As the age of the largest group of mobile app users in China is between 26 and 30 years
old, college students will become the largest potential group to use mobile education apps in the future.
Therefore, understanding the Chinese potential consumers’ attitude and behavior intention to use mobile
education apps is a good way for marketers to set up competitive strategies during promotions. Based on the
TAM model, this study used perceived usefulness, perceived ease of use, and perceived enjoyment to measure
students’ attitude and behavior intention to use mobile education apps in China. Based on the research of 125
Chinese college students, the result indicated that perceived usefulness and perceived enjoyment were positively
influencing users’ attitude and intention to use mobile education apps. However, the perceived ease of use didn’t
affect participants’ behavior intention to use education apps. It confirms that the perceptions of usefulness and
enjoyment are indicators of attitude and intention to use mobile education apps among Chinese college students.
Moreover, the perceived ease of use has a positive impact on the Chinese college students’ attitude toward
education apps but not the individual intention to use the apps. Therefore, in order to target Chinese college
students, marketers can focus on the usefulness and enjoyment of using education apps.
A Study of the Mobile Phone Impact on Under Graduate Students Based on Statis...ijtsrd
Now a days mobile phones have become an indispensable tool as communication plays a key role in all the aspects of life. It has become an essential accessory carried by everybody not only because they make it easy to keep in touch with people but because of the various facilities they offer especially the internet. The charm of mobile phone is more among young generation and the increasing use may result in dependence. Aim was to study the usage pattern and dependence of mobile phones among college students. A cross sectional study conducted among 200 UG students and studied the pattern of usage of mobile phones, common problems encountered and its dependence using a questionnaire. Using Statistical tools we anyalised the data and our study shows Samsung mobile brand is more popular among the studens and they are mostly preferred the Idea’ Sim card company students. The proportion of students in urban area are spend maximum time as compared to rural area for use of mobile phone, mostly students use mobile phones for calling and Internet. Prakash S. Chougule | Suresh T. Salunkhe | Suresh V. Patil | Prathmesh P. Jadhav "A Study of the Mobile Phone Impact on Under Graduate Students Based on Statistical Tools" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-2 , February 2021, URL: https://www.ijtsrd.com/papers/ijtsrd38570.pdf Paper Url: https://www.ijtsrd.com/other-scientific-research-area/applied-mathamatics/38570/a-study-of-the-mobile-phone-impact-on-under-graduate-students-based-on-statistical-tools/prakash-s-chougule
Social networking sites like Facebook, YouTube, Instagram, Google+ Twitter and etc; are becoming an integral part of students' lives in
Egypt. This study attempts to investigate the student’s perception of social networks as a learning tool. A survey was conducted by 757
questionnaires given to a sample of students of different ages and genders representing various colleges in Egypt during the academic
year 2016/2017. SPSS is used to analyze the collected data. The results show that most of students are using social networks in their
learning, moreover the result support the advantages of social networks in learning and don’t show any apparent disadvantages.
DETERMINING FACTORS THAT INFLUENCE STUDENTS’ INTENTION TO ADOPT MOBILE BLACKB...ijma
As a newly developing academic domain, researches on Mobile learning are still in their initial stage.
Meanwhile, M-blackboard comes from Mobile learning. This study attempts to discover the factors
impacting the intention to adopt mobile blackboard. Eleven selected model on the Mobile learning
adoption were comprehensively reviewed. From the reviewed articles, the most factors are identified. Also,
from the frequency analysis, the most frequent factors in the Mobile blackboard or Mobile learning
adoption studies are performance expectancy, effort expectancy, perceived playfulness, facilitating
conditions, self-management, cost and past experiences. The descriptive statistic was performed to gather
the respondents’ demographic information. It also shows that the respondents agreed on nearly every
statement item. Pearson correlation and regression analysis were also conducted.
Analysis of Candidates’ Performance in Unified Tertiary Matriculation Examina...Olutosin Ademola Otekunrin
A major criterion for determining the eligibility of candidates for admission into Nigerian Universities was their performance in UTME and Post-UTME before the scrap of the Post-UTME in 2016. This study was therefore aimed at investigating the performance of students in UTME conducted by Joint Admissions and Matriculation Board (JAMB) and the Post-UTME conducted by the University of Ibadan from 2012/2013 to 2015/2016 with emphasis on gender and age-group performance in the two examinations. The secondary data used for this research comprised of the records of all 100 Level students admitted into the University from 2012/2013 to 2015/2016 academic sessions through UTME and Post-UTME. The data collected were analysed using descriptive statistics, independent samples t test and Pearson Product Moment Correlation Coefficient r. The results [(2012/13: 49.3%; 50.7%); (2013/14: 53.5%;46.5%); (2014/15: 53%;47%) and (2015/16: 53.3%;46.7%)], for male and female respectively showed that more male candidates were admitted compared to their female counterpart in each academic session except the 2012/2013 session that had higher female enrolment. More than 80% of the students were in the 16-20 age group. The independent t-test, for UTME and Post-UTME respectively, showed that the males had higher mean scores than the females and these mean scores were significant in all the sessions except in the 2015/16 session [(2012/13: P = .00; .04); (2013/14: P = .00; .03); (2014/15: P = .00; .00); (2015/16: P = .32; .29)]. The independent t-test for Post-UTME showed that the 16-20 age group had higher mean scores in the Post-UTME than the 21 & above age group in all the sessions but the only significant Post-UTME mean score for this group was in the 2012/13 session (P = .00).
Also, the independent t-test for UTME showed that the 21 & above age group had higher mean scores in the UTME than the 16-20 age group in all the sessions except the 2015/16 session but the only significant UTME mean score for this group was in the 2013/14 session (P = .03). The Pearson Product Moment Correlation Coefficient r was 0.306, -0.351, 0.456 and 0.641 for 2012/2013, 2013/2014, 2014/2015 and 2015/2016 respectively. All the r values were positively significant at 5% level except the value of r which was negatively significant for 2013/2014 session.
The progressive and significant positive increase in the value of r in all the sessions except the 2013/2014 academic session suggested tacit support for the scrapping of the Post-UTME in the Nigerian University system.
In China, a mobile education app is one of the top-three most popular apps, and its market size is
continually growing. As the age of the largest group of mobile app users in China is between 26 and 30 years
old, college students will become the largest potential group to use mobile education apps in the future.
Therefore, understanding the Chinese potential consumers’ attitude and behavior intention to use mobile
education apps is a good way for marketers to set up competitive strategies during promotions. Based on the
TAM model, this study used perceived usefulness, perceived ease of use, and perceived enjoyment to measure
students’ attitude and behavior intention to use mobile education apps in China. Based on the research of 125
Chinese college students, the result indicated that perceived usefulness and perceived enjoyment were positively
influencing users’ attitude and intention to use mobile education apps. However, the perceived ease of use didn’t
affect participants’ behavior intention to use education apps. It confirms that the perceptions of usefulness and
enjoyment are indicators of attitude and intention to use mobile education apps among Chinese college students.
Moreover, the perceived ease of use has a positive impact on the Chinese college students’ attitude toward
education apps but not the individual intention to use the apps. Therefore, in order to target Chinese college
students, marketers can focus on the usefulness and enjoyment of using education apps.
A Study of the Mobile Phone Impact on Under Graduate Students Based on Statis...ijtsrd
Now a days mobile phones have become an indispensable tool as communication plays a key role in all the aspects of life. It has become an essential accessory carried by everybody not only because they make it easy to keep in touch with people but because of the various facilities they offer especially the internet. The charm of mobile phone is more among young generation and the increasing use may result in dependence. Aim was to study the usage pattern and dependence of mobile phones among college students. A cross sectional study conducted among 200 UG students and studied the pattern of usage of mobile phones, common problems encountered and its dependence using a questionnaire. Using Statistical tools we anyalised the data and our study shows Samsung mobile brand is more popular among the studens and they are mostly preferred the Idea’ Sim card company students. The proportion of students in urban area are spend maximum time as compared to rural area for use of mobile phone, mostly students use mobile phones for calling and Internet. Prakash S. Chougule | Suresh T. Salunkhe | Suresh V. Patil | Prathmesh P. Jadhav "A Study of the Mobile Phone Impact on Under Graduate Students Based on Statistical Tools" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-2 , February 2021, URL: https://www.ijtsrd.com/papers/ijtsrd38570.pdf Paper Url: https://www.ijtsrd.com/other-scientific-research-area/applied-mathamatics/38570/a-study-of-the-mobile-phone-impact-on-under-graduate-students-based-on-statistical-tools/prakash-s-chougule
Big Data Analytics using in the Field of Education Systemijtsrd
This paper is a study on the use of big data in education analyzed how the big data and open data technology can actually involve in educational system. Present days we analyze how big mounts of unused data can benefit and improve to education sector. Big data has dramatically changed the ways in which leaders make decisions in natural science, Agriculture science, banking and retail business, healthcare and in education. In educations sector wide verity of digital data produced in every institution. For example the forms of data like videos, texts, voices etc. the digital educations improves both teachers and students understandings and improve teaching effectiveness. In education big data we use econometrics, causal inference models, social network analysis, text analysis, and linguistic analysis methods. Using different types of technologies adopting in education are mobile devices, teleconferences and remote access systems, educational platforms and services. This method is effectively used by students, teachers, academic faculty, specialists, and researchers in education. Gagana H. S | Sandhya B N | Gouthami H. S "Big Data Analytics using in the Field of Education System" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31196.pdf Paper Url :https://www.ijtsrd.com/computer-science/other/31196/big-data-analytics-using-in-the-field-of-education-system/gagana-h-s
Technological expansion and the changing way individuals gain access to information has deeply impacted the structure of libraries – physically as well as conceptually. A new generation of digital services platforms for libraries is emerging, designed to provide a more comprehensive approach to the management and access to all formats of library materials. Despite the modernization of libraries and their adaption to the digital age, the library still hold a critical role within community to serve its users, continuing to be beacons of information sharing, learning, and entertainment even amidst tight fiscal times.As one of the leading university in Indonesia, Bogor Agricultural University Library must find solutions to new challenges, overhaul many of their entrenched business processes, and foster systems that engage students.This study examined the information seeking behavior of the digital native and digital immigrant students of Bogor Agricultural University, in order to remind the library that there are some changes happened in its users and to recommend the new services should be taken by the library. The similarities and differences in seeking information of those two group students were discussed.
Online Learning Conveniences From Students’ Perception: A Case Study in Unive...inventionjournals
ABSTARCT : Convenience is one aspect that should be considered in an online learning environment. Without convenience it is very impossible to implement successfully online learning particularly in higher learning institution. The purpose of this study was to explore the online learning conveniences from students’ perception. A cohort of 61 science physics students from School of Science and Technology (SST) and 41 pre-service science teachers from the School of Education and Social Development (SESD) of Universiti Malaysia Sabah, Malaysia comprised the sample. The course involved is Modern Physics which is compulsory. Both groups were supported via an online learning environment, which acted as the main medium for learning. Participants’ perception on conveniences was recorded through an open-ended questionnaire and focus group interview. The output of these qualitative data can be categorised into several themes, as in general they felt that learning through online is really convenient and ease; and they were also using online to search for information. Somehow there were also negative feedback where they felt not satisfied with the Internet coverage. In additional the SESD’s student stressed that their communication skills were enhanced.
A Study on Mobile Learning and its Impact on Academic Achievement among Highe...ijtsrd
The present study aimed to examine the effect of Mobile Learning, which is a kind of E learning that uses mobile devices, on the development of the academic achievement of higher secondary commerce students at Coimbatore, Tamilnadu. The study used the quasi-experimental approach. Participants consisted of (712) students who were registered in a group called Commerce offered by the Tamilnadu stateboard. The questionnaires were givent to students in the experimental group. Data collection tools included an academic achievement test and feedback rating scale. Results showed that mobile learning had quite significant effect on both students' academic achievement and conversational skills. In light of these findings faculty members were recommended to adapt the use of Mobile Learning in their classes. Ms. A. Masilamani | Mr. S. Mahendren"A Study on Mobile Learning and its Impact on Academic Achievement among Higher Secondary Commerce Students" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: http://www.ijtsrd.com/papers/ijtsrd14196.pdf http://www.ijtsrd.com/humanities-and-the-arts/education/14196/a-study-on-mobile-learning-and-its-impact-on-academic-achievement-among-higher-secondary-commerce-students/ms-a-masilamani
Usage of Social Media on Phones in IndiaPALLAV GROVER
As a part of our assignment, me and my friend had to trap the idea that is prevalent in India based upon the title mentioned. While answering that, we took cognizance of empirical data with a relatively small but workable population.
Hope it helps.
Applying Utaut and Innovation Diffusion Theory to Understand the Rapid Adopti...Editor IJCATR
M-PESA, the world-leading mobile money system has transformed lives and livelihoods in Kenya and beyond. Financial
inclusion for the marginalized in emerging markets is now feasible and achievable. Mobile money promises a more scalable and
cheaper alternative to the large unbanked populace than conventional banking. In the recent years, Sub-Saharan Africa has rolled out a
number of practical technology-driven innovative products leading to more and more cashless transactions. One such product is MPESA;
a mobile-based financial innovation that has achieved unprecedented growth since its inception in March 2007 by the mobile
network operator, Safaricom. In spite of its tantalizing potential, one major challenge is how to optimally capture the market. This
paper analyses the M-PESA ecosystem, by building theoretical linkages between two main theories; i) Innovation Diffusion Theory
and ii) Unified Theory of Acceptance and Use of Technology. The questions the author is addressing are: Which factors are
responsible for M-PESA’s rapid adoption? How does Safaricom maintain its strong grip as a Mobile Network Operator in the financial
sector?
Assimilation of TTF and UTAUT for Mobile Banking UsageIJAEMSJORNAL
Introduction of mobile banking has enlightened the new ways of business penetration for traditional banks. Over the last two decades, availability of internet and data services massively increased mobile usage which boosted the demand for mobile banking due to its ubiquity and immediacy features. This paper seeks to explore the user perception against mobile banking adoption with technology perspective. The assimilation of “TTF” task-technology fit and “UTAUT” unified theory of acceptance and usage of technology projected a mobile banking adoption model. It further proposed that task-technology fit and customization of technology influences user adoption. This Study came with diversified results of developing country like Pakistan.
The Driving Factors of Instagram Utilization for Marketing Efforts in Promoti...cutirna
This research aims to reveal factors that drive online shops owned by the student of the university in Bandung which utilizes Instagram for marketing efforts. This research uses three theories stated by Morissan (2010), Joseph (2011) and Strauss and Frost (2009) then synthesis those factors and uses 21 factors to analyze with Factor Analysis methodology. The samples of respondents are online shops owned by students. The total sample is 101 respondents. From the Rotated Component Matrix, this research indicates 7 factors and purposes of the new driver factors through the labeling process. As the result, this research creates 7 new driver factors motivated and driven online shops owned by students to utilize Instagram for marketing efforts, consist of: Learning and Responsive Feedback factor, Limitless Shopping Benefits factor, Cash-less factor, Efficient Communication factor, Easy Customization, Relation and Distribution factor, and Extensive Market Target factor. For future research, the authors suggest conducting empirical research.
Paper Presented during International Conference on What’s next in libraries? Trends, Space, and partnerships held during January 21-23, 2015 at NIT Silchar, Assam. It is being jointly organized by NIT Silchar, in association with its USA partner the Mortenson Center for International Library Programs, University of Illinois at Urbana-Champaign.
Investigating Smartphone Users’ Attitude and Intention Technology Acceptance ...ijtsrd
The significance of IT in teaching and learning in this digital age cannot be over emphasized, especially, Nigeria being a developing nation. IT facilities and devices such as the smartphones have been established to positively aid learning. However, despite the obvious benefits accruing to the existence of ICT in teaching and learning in Nigeria, it has been discovered through literatures that nothing much has been done in north east Nigeria, both in terms of schools employing e learning and researches to drive it, particularly Taraba State. Therefore, this study was designed to investigate mobile users’ attitude and intention to use smartphones for learning, using Technology Acceptance Model at Institute for Distance Education and Life long Learning IDELL , TarabaState University TSU , Jalingo. For this study, survey design was adopted. The population comprised 71 students in year 2 class and total enumeration was used with 70 responses. Data were collected using questionnaire and analysed with SPSS using frequency distribution. This study found out that perceived ease of use positively influenced attitude towards using smartphones for learning by students of IDELL. The study also revealed that perceived usefulness positively influenced attitude towards using smartphone for learning by students of IDELL. Again, as the study discovered, both perceived ease of use and perceived usefulness positively influence attitude towards using smartphones for learning, which will in turn influence intention to use smartphones for learning. It was also revealed that perceived usefulness alone have the capacity to influence behavioural intention to use smartphones for learning at IDELL, Taraba State University, Jalingo. Finally, recommendations were proffered. Philip Zhino Aboki | Jonathan Iliya Apuru | Jeremy Zevini Bako "Investigating Smartphone Users’ Attitude and Intention: Technology Acceptance Model - TAM" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-2 , February 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49394.pdf Paper URL: https://www.ijtsrd.com/computer-science/other/49394/investigating-smartphone-users’-attitude-and-intention-technology-acceptance-model--tam/philip-zhino-aboki
Big Data Analytics using in the Field of Education Systemijtsrd
This paper is a study on the use of big data in education analyzed how the big data and open data technology can actually involve in educational system. Present days we analyze how big mounts of unused data can benefit and improve to education sector. Big data has dramatically changed the ways in which leaders make decisions in natural science, Agriculture science, banking and retail business, healthcare and in education. In educations sector wide verity of digital data produced in every institution. For example the forms of data like videos, texts, voices etc. the digital educations improves both teachers and students understandings and improve teaching effectiveness. In education big data we use econometrics, causal inference models, social network analysis, text analysis, and linguistic analysis methods. Using different types of technologies adopting in education are mobile devices, teleconferences and remote access systems, educational platforms and services. This method is effectively used by students, teachers, academic faculty, specialists, and researchers in education. Gagana H. S | Sandhya B N | Gouthami H. S "Big Data Analytics using in the Field of Education System" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31196.pdf Paper Url :https://www.ijtsrd.com/computer-science/other/31196/big-data-analytics-using-in-the-field-of-education-system/gagana-h-s
Technological expansion and the changing way individuals gain access to information has deeply impacted the structure of libraries – physically as well as conceptually. A new generation of digital services platforms for libraries is emerging, designed to provide a more comprehensive approach to the management and access to all formats of library materials. Despite the modernization of libraries and their adaption to the digital age, the library still hold a critical role within community to serve its users, continuing to be beacons of information sharing, learning, and entertainment even amidst tight fiscal times.As one of the leading university in Indonesia, Bogor Agricultural University Library must find solutions to new challenges, overhaul many of their entrenched business processes, and foster systems that engage students.This study examined the information seeking behavior of the digital native and digital immigrant students of Bogor Agricultural University, in order to remind the library that there are some changes happened in its users and to recommend the new services should be taken by the library. The similarities and differences in seeking information of those two group students were discussed.
Online Learning Conveniences From Students’ Perception: A Case Study in Unive...inventionjournals
ABSTARCT : Convenience is one aspect that should be considered in an online learning environment. Without convenience it is very impossible to implement successfully online learning particularly in higher learning institution. The purpose of this study was to explore the online learning conveniences from students’ perception. A cohort of 61 science physics students from School of Science and Technology (SST) and 41 pre-service science teachers from the School of Education and Social Development (SESD) of Universiti Malaysia Sabah, Malaysia comprised the sample. The course involved is Modern Physics which is compulsory. Both groups were supported via an online learning environment, which acted as the main medium for learning. Participants’ perception on conveniences was recorded through an open-ended questionnaire and focus group interview. The output of these qualitative data can be categorised into several themes, as in general they felt that learning through online is really convenient and ease; and they were also using online to search for information. Somehow there were also negative feedback where they felt not satisfied with the Internet coverage. In additional the SESD’s student stressed that their communication skills were enhanced.
A Study on Mobile Learning and its Impact on Academic Achievement among Highe...ijtsrd
The present study aimed to examine the effect of Mobile Learning, which is a kind of E learning that uses mobile devices, on the development of the academic achievement of higher secondary commerce students at Coimbatore, Tamilnadu. The study used the quasi-experimental approach. Participants consisted of (712) students who were registered in a group called Commerce offered by the Tamilnadu stateboard. The questionnaires were givent to students in the experimental group. Data collection tools included an academic achievement test and feedback rating scale. Results showed that mobile learning had quite significant effect on both students' academic achievement and conversational skills. In light of these findings faculty members were recommended to adapt the use of Mobile Learning in their classes. Ms. A. Masilamani | Mr. S. Mahendren"A Study on Mobile Learning and its Impact on Academic Achievement among Higher Secondary Commerce Students" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: http://www.ijtsrd.com/papers/ijtsrd14196.pdf http://www.ijtsrd.com/humanities-and-the-arts/education/14196/a-study-on-mobile-learning-and-its-impact-on-academic-achievement-among-higher-secondary-commerce-students/ms-a-masilamani
Usage of Social Media on Phones in IndiaPALLAV GROVER
As a part of our assignment, me and my friend had to trap the idea that is prevalent in India based upon the title mentioned. While answering that, we took cognizance of empirical data with a relatively small but workable population.
Hope it helps.
Applying Utaut and Innovation Diffusion Theory to Understand the Rapid Adopti...Editor IJCATR
M-PESA, the world-leading mobile money system has transformed lives and livelihoods in Kenya and beyond. Financial
inclusion for the marginalized in emerging markets is now feasible and achievable. Mobile money promises a more scalable and
cheaper alternative to the large unbanked populace than conventional banking. In the recent years, Sub-Saharan Africa has rolled out a
number of practical technology-driven innovative products leading to more and more cashless transactions. One such product is MPESA;
a mobile-based financial innovation that has achieved unprecedented growth since its inception in March 2007 by the mobile
network operator, Safaricom. In spite of its tantalizing potential, one major challenge is how to optimally capture the market. This
paper analyses the M-PESA ecosystem, by building theoretical linkages between two main theories; i) Innovation Diffusion Theory
and ii) Unified Theory of Acceptance and Use of Technology. The questions the author is addressing are: Which factors are
responsible for M-PESA’s rapid adoption? How does Safaricom maintain its strong grip as a Mobile Network Operator in the financial
sector?
Assimilation of TTF and UTAUT for Mobile Banking UsageIJAEMSJORNAL
Introduction of mobile banking has enlightened the new ways of business penetration for traditional banks. Over the last two decades, availability of internet and data services massively increased mobile usage which boosted the demand for mobile banking due to its ubiquity and immediacy features. This paper seeks to explore the user perception against mobile banking adoption with technology perspective. The assimilation of “TTF” task-technology fit and “UTAUT” unified theory of acceptance and usage of technology projected a mobile banking adoption model. It further proposed that task-technology fit and customization of technology influences user adoption. This Study came with diversified results of developing country like Pakistan.
The Driving Factors of Instagram Utilization for Marketing Efforts in Promoti...cutirna
This research aims to reveal factors that drive online shops owned by the student of the university in Bandung which utilizes Instagram for marketing efforts. This research uses three theories stated by Morissan (2010), Joseph (2011) and Strauss and Frost (2009) then synthesis those factors and uses 21 factors to analyze with Factor Analysis methodology. The samples of respondents are online shops owned by students. The total sample is 101 respondents. From the Rotated Component Matrix, this research indicates 7 factors and purposes of the new driver factors through the labeling process. As the result, this research creates 7 new driver factors motivated and driven online shops owned by students to utilize Instagram for marketing efforts, consist of: Learning and Responsive Feedback factor, Limitless Shopping Benefits factor, Cash-less factor, Efficient Communication factor, Easy Customization, Relation and Distribution factor, and Extensive Market Target factor. For future research, the authors suggest conducting empirical research.
Paper Presented during International Conference on What’s next in libraries? Trends, Space, and partnerships held during January 21-23, 2015 at NIT Silchar, Assam. It is being jointly organized by NIT Silchar, in association with its USA partner the Mortenson Center for International Library Programs, University of Illinois at Urbana-Champaign.
Investigating Smartphone Users’ Attitude and Intention Technology Acceptance ...ijtsrd
The significance of IT in teaching and learning in this digital age cannot be over emphasized, especially, Nigeria being a developing nation. IT facilities and devices such as the smartphones have been established to positively aid learning. However, despite the obvious benefits accruing to the existence of ICT in teaching and learning in Nigeria, it has been discovered through literatures that nothing much has been done in north east Nigeria, both in terms of schools employing e learning and researches to drive it, particularly Taraba State. Therefore, this study was designed to investigate mobile users’ attitude and intention to use smartphones for learning, using Technology Acceptance Model at Institute for Distance Education and Life long Learning IDELL , TarabaState University TSU , Jalingo. For this study, survey design was adopted. The population comprised 71 students in year 2 class and total enumeration was used with 70 responses. Data were collected using questionnaire and analysed with SPSS using frequency distribution. This study found out that perceived ease of use positively influenced attitude towards using smartphones for learning by students of IDELL. The study also revealed that perceived usefulness positively influenced attitude towards using smartphone for learning by students of IDELL. Again, as the study discovered, both perceived ease of use and perceived usefulness positively influence attitude towards using smartphones for learning, which will in turn influence intention to use smartphones for learning. It was also revealed that perceived usefulness alone have the capacity to influence behavioural intention to use smartphones for learning at IDELL, Taraba State University, Jalingo. Finally, recommendations were proffered. Philip Zhino Aboki | Jonathan Iliya Apuru | Jeremy Zevini Bako "Investigating Smartphone Users’ Attitude and Intention: Technology Acceptance Model - TAM" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-2 , February 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49394.pdf Paper URL: https://www.ijtsrd.com/computer-science/other/49394/investigating-smartphone-users’-attitude-and-intention-technology-acceptance-model--tam/philip-zhino-aboki
Effect of Social Media on Consumer Buying Behaviour of Students in Tertary In...ijtsrd
This study focuses on the effect of social media on consumer buying behavior of students in tertiary institution in Anambra state. The general objective is to determine the social media on buying behavior of consumers. The study employed the survey design. The population of the study was three hundred and ninety five 395 respondents. The research instrument used for the study were tested and found valid and reliable. The research hypotheses were tested using multiple regressions with the help of SPSS version 20. Findings revealed that perceived ease of use of social media has more effects, followed by perceived usefulness and then perceived trust on consumer buying behavior in Tertiary Institution in Anambra State. Recommendations were given that the online marketers or e retailers should perform a comprehensive online market research to formulate an active social media site that can be easy to use and operate. E retailers or online vendors should impress e consumers on the functionalities and usefulness of their website platform which improves on sales and their competitiveness. Companies and online mangers should create a delivery model which guarantees that orders made get delivered on time to secure and regulate online commercial environment thereby wining customer trust and excesses of online fraudster. Onunkwo Azuka Rita "Effect of Social Media on Consumer Buying Behaviour of Students in Tertary Institution in Anambra State" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-4 , June 2022, URL: https://www.ijtsrd.com/papers/ijtsrd50093.pdf Paper URL: https://www.ijtsrd.com/management/marketing/50093/effect-of-social-media-on-consumer-buying-behaviour-of-students-in-tertary-institution-in-anambra-state/onunkwo-azuka-rita
A Descriptive Study to Assess the Prevalence of Nomophobia and Knowledge and ...ijtsrd
A descriptive study to assess the prevalence of nomophobia and knowledge and effect of using smartphone among college students in Mandi Gobindgarh, Punjab, with a View to develop an information booklet was conducted with the objectives To assess the prevalence of nomophobia among college students, to assess the knowledge level regarding smartphone use among college students, to assess effect of using smartphones among college students, to find the association between level of Nomophobia among college students with their selected demographic variables, to find the association between level of knowledge regarding smartphone among college students with their selected demographic variables, to find out the correlation between level of nomophobia and effect of using mobile phone among college students, to find out the correlation between level of knowledge and effect of using mobile phone among college students.Conceptual framework selected for this study is based on health belief model developed by Rosenstock, Becker and Miama in 1988. It is developed to address non compliance with health screening programs, mostly concerning disease prevention. Three key components were identified as influential aspects towards an individual’s likelihood to following health recommendations.An exploratory research approach with descriptive research design was adopted tor the study. Sample size were 250 college students of District Fatehgarh Saheb Punjab. Colleges are selected convenient by lottery method. Data was collected through nomophobia scale, knowledge questionnaire and checklist. Major findings shows that majority 140 56.06 of samples has moderate level of Nomophobia. 203 81.20 of samples have good knowledge level regarding smartphone, 29 11.6 have poor knowledge level. Majority 188 75.29 of samples has moderate level of effect on their life due to smartphone use, 49 19.6 have mild level of effect.There is significant association between level of nomophobia of samples with years of using mobile phone and there is also a significant association between level of nomophobia of samples with their frequent reason of using mobile phone.The association between level of knowledge of samples with their age is significant at 0.05 level of significance and the association between level of knowledge of samples with their educational level is significant at 0.05 level of significance. There is a positive correlation between levels of nomophobia and effects of using smartphone among college students. There is a negative correlation between levels of knowledge and effects of using smartphone among college students.Recommendations were that a similar study can be conducted among students of other stream and with different usage pattern of smartphone. Shailja Gautam | Mr. Deepak K. Shandilya | Ms. Lovesampuranjot Kaur "A Descriptive Study to Assess the Prevalence of Nomophobia and Knowledge and Effect of using Smartphone among College Students of Desh Bhagat University Mandi
A Study to Assess the Effectiveness of Information Booklet on Mobile Phone Ad...ijtsrd
Background Mobile phone addiction shows a distinct user profile that differentiates it from internet addiction. The problematic use of mobile phone has been associated with personality variables, such as extraversion, neuroticism, self esteem, impulsivity, self identity and self image. Similarly sleep disturbance, anxiety, stress and to a lesser extent depression, which are also associated with problematic mobile phone use which can be triggered by improving basic knowledge about Mobile phone addiction, its health hazards and its prevention. Objectives The study aimed to evaluate effectiveness of information booklet on mobile phone addiction, health hazards of mobile phone addiction and prevention of mobile phone addiction. Methods Quantitative a research approach was used. The research design adopted was Pre test and post test control group design. The questionnaire was developed and used for data collection to assess the knowledge of B.Sc. Nursing 1st year students. The main study was conducted GSRM Memorial College of Nursing Lucknow. The sample of the study consisted of 40 B.Sc. Nursing 1st year students. Results The findings show that the majority 17 40 had adequate knowledge and 20 50 had moderately adequate knowledge and 4 10 had inadequate knowledge. There was a significant association between the post test knowledge gain score and age, religion, type of family, socio economic condition, education of fathers, education of mothers, and source of knowledge. Conclusion This study concludes that structured teaching program plays a vital role in increasing the knowledge level among B.Sc. Nursing 1st year students on mobile phone addiction, health hazards of mobile phone addiction and prevention of mobile phone addiction. Ms. Sunita Singh | Mrs. Lubna | Mr. Mata Deen "A Study to Assess the Effectiveness of Information Booklet on Mobile Phone Addiction, Health Hazards of Mobile Phone Addiction and Prevention of Mobile Phone Addiction" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-4 , June 2022, URL: https://www.ijtsrd.com/papers/ijtsrd50009.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/50009/a-study-to-assess-the-effectiveness-of-information-booklet-on-mobile-phone-addiction-health-hazards-of-mobile-phone-addiction-and-prevention-of-mobile-phone-addiction/ms-sunita-singh
Use of electronic mobile devices in teaching and learning in higher education...African Virtual University
Use of electronic mobile devices in teaching and learning in higher education in Kenya: An emerging pedagogy
Anne A. Aseey1, Julius Mwakondo Mwabora2
1Senior Lecturer, Department of Educational
Studies, University of Nairobi,
2nd International Conferene of the African Virtual University
ANALYSE THE USER PREDILECTION ON GPAY AND PHONEPE FOR DIGITAL TRANSACTIONSIAEME Publication
Technology upgradation in banking sector took the economy to view that payment mode towards online transactions using mobile applications. This system enabled connectivity between banks, Merchant and user in a convenient mode. there are various applications used for online transactions such as Google pay, Paytm, freecharge, mobikiwi, oxygen, phonepe and so on and it also includes mobile banking applications. The study aimed at evaluating the predilection of the user in adopting digital transaction. The study is descriptive in nature. The researcher used random sample techniques to collect the data. The findings reveal that mobile applications differ with the quality of service rendered by Gpay and Phonepe. The researcher suggest the Phonepe application should focus on implementing the application should be user friendly interface and Gpay on motivating the users to feel the importance of request for money and modes of payments in the application.
An Exploratory Study to Assess the Usage of Mobile Phone and Attitude Regardi...ijtsrd
Nurses are people who need self assessment to maintain and improve their practice by identifying their strengths and weakness in the areas that may need to be further developed. A non experimental study was conducted to assess the usage of mobile phone and attitude regarding mobile phone usage among B.sc nursing students in selected nursing college in Chennai. A descriptive research design was adapted for the study and 60 B.sc III year students were used selected using purposive sampling technique. semi structure questionnaires is standardized tool was used to assess the mobile phone usage and attitude regarding mobile phone usage B.sc nursing students. The study findings show the 18.299 usage of mobile phone and 17.52 attitude B.sc nursing students are uses mobile phone more. Dr. Tamilarasi. B | Mrs. Sivakami. S "An Exploratory Study to Assess the Usage of Mobile Phone and Attitude Regarding Mobile Phone Usage among B.Sc Nursing Students in Selected College of Nursing in Chennai" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-2 , April 2023, URL: https://www.ijtsrd.com.com/papers/ijtsrd53980.pdf Paper URL: https://www.ijtsrd.com.com/medicine/nursing/53980/an-exploratory-study-to-assess-the-usage-of-mobile-phone-and-attitude-regarding-mobile-phone-usage-among-bsc-nursing-students-in-selected-college-of-nursing-in-chennai/dr-tamilarasi-b
Mobile learning anytime, anywhere: What are our students doing?Helen Farley
Recent developments in mobile technologies have provided unique opportunities for learning and teaching. This paper reports on recent research undertaken at a regional Australian university in order to understand how higher education students are using mobile devices to support their learning. A survey instrument was developed and deployed and the data collected analysed quantitatively. Upon analysis, these data demonstrate that students are predominantly using laptop computers to support their learning, but their use of smart phones and tablets are also used for a number of specific learning activities. Further analysis indicates that in spite of the limitations in the formal university infrastructure, many students would like to use their mobile devices for formal
learning as well as informal learning.
International Journal of Humanities and Social Science Invention (IJHSSI) is an international journal intended for professionals and researchers in all fields of Humanities and Social Science. IJHSSI publishes research articles and reviews within the whole field Humanities and Social Science, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This paper examines the impact of internet use on student performance. In this cross-sectional study, one hundred twenty survey responses were collected from plus two-level students from BirendranagarSurkhet. The respondents were selected from class 11 and 12 students randomly. Frequency of internet use, location of internet use, cooperation from teachers for internet learning and peer group influence on internet use for academic purpose has been analyzed with their academic performance.one sample t test was used to analyze the data. The finding concludes all these variables have positive impact if the student use internet for learning process. Similarly, the analysis shows that the student who used internet at home for learning purpose has found highest academic achievement.
A Study to Assess the Impact of Cell Phone among School Children in Bhubanesw...ijtsrd
Mobile phones have become an essential part of anyones day to day life since 1990s. As cell phones have become more available, they are increasingly owned and used by college university students as well. Objectives 1. To assess the knowledge of student regarding Health impact of cell phone. 2. To find out association between knowledge level regarding health impact and their Socio demographic variable. Methodology Non experimental descriptive research design was selected for 200 school going children who were belongs age group between 10 18 years studied in selected school, Bhubaneswar, Odisha. Simple random sampling technique was used. Results It shows that most of the students were having inadequate knowledge that is 43.611 . Only 18 students having adequate knowledge regarding Health impact of cell phone. Knowledge level and their Socio demographic variable Age, Gender, Religion, father’s occupation, Educational status of father’s, mother’s occupation, Number of siblings having, Type of family, Family income were shows significantly associated P 0.05 .Conclusion Each and every technology has its own advantages and disadvantages for students and mobile phone is one of them. Mr Sarvendra Pratap | Mr Rajdip Majumder | Nityananda Pattanaik "A Study to Assess the Impact of Cell Phone among School Children in Bhubaneswar Khorda, Odisha" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd43706.pdf Paper URL: https://www.ijtsrd.commedicine/nursing/43706/a-study-to-assess-the-impact-of-cell-phone-among-school-children-in-bhubaneswar-khorda-odisha/mr-sarvendra-pratap
Impact of Smartphone Addiction on Academic Performance of Business Students: ...Dr. Nazrul Islam
The development of telecom technology has a profound impact on the academic lives of the students. Smartphone usage became popular to young generation because of its educational and entertaining options by using the numerous applications. Among the young people, students are increasingly using Smartphone. But excessive Smartphone usage usually makes the students addicted to it and that impacts on user’s academic performance, daily activities, physical and mental health, withdrawal tendency, and social relationships. This study aims at identifying the factors that affect the level of Smartphone addiction to the students and its impact on their overall academic performance.A structured questionnaire has been developed to gather data from the students. A total of 247 questionnaires were collected from the business students of a private university of Bangladesh. Using Structural Equation Modeling (SEM), data were analyzed. Results revealed five Smartphone addiction factors such as, positive anticipation, impatience, withdrawal, daily-life disturbance, and cyber friendship. Factors like increased impatience and daily-life disturbance were found significantly related to the academic performance of the business students of Bangladesh. This study suggests that the students should reduce the intense use of Smartphone for smoothly doing their daily-life activities.
Usage of YouTube Content among Chennai Urban Women.pdfPugalendhiR
Abstract: The majority of YouTube users are college students, therefore it's critical to understand their usage patterns,
goals, and any potential psychological and behavioural effects. In order to determine the current trends in YouTube usage
among female undergraduate students in Chennai City, this study will examine the devices used, memberships subscribed
to, purposes used, and identity formation time spent networking, negative impacts experienced, and educational usage.
Data from a survey were analysed with SPSS-Statistic 19.0 software, and the findings were compared to the examined
literature. According to the survey, students' YouTube networking habits will eventually win out over parents' and
teachers' attitudes, and although while cell phones are currently prohibited in many college buildings, they will
undoubtedly be utilised in classrooms in the near future. The discoveries provide the current study in this area more depth.
DETERMINANTS AFFECTING THE USER'S INTENTION TO USE MOBILE BANKING APPLICATIONSIAEME Publication
The banking and financial services industries are experiencing increased technology penetration. Among them, the banking industry has made technological advancements to better serve the general populace. The economy focused on transforming the banking sector's system into a cashless, paperless, and faceless one. The researcher wants to evaluate the user's intention for utilising a mobile banking application. The study also examines the variables affecting the user's behaviour intention when selecting specific applications for financial transactions. The researcher employed a well-structured questionnaire and a descriptive study methodology to gather the respondents' primary data utilising the snowball sampling technique. The study includes variables like performance expectations, effort expectations, social impact, enabling circumstances, and perceived risk. Each of the aforementioned variables has a major impact on how users utilise mobile banking applications. The outcome will assist the service provider in comprehending the user's history with mobile banking applications.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
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Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
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Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
1. South Asian Journal of Global Business Research
Students’ dependence on smartphones and its effect on purchasing behavior
Imtiaz Arif Wajeeha Aslam Muhammad Ali
Article information:
To cite this document:
Imtiaz Arif Wajeeha Aslam Muhammad Ali , (2016),"Students’ dependence on smartphones and its
effect on purchasing behavior", South Asian Journal of Global Business Research, Vol. 5 Iss 2 pp.
285 - 302
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http://dx.doi.org/10.1108/SAJGBR-05-2014-0031
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4. owned a smartphone in 2011. Other studies have also noted a remarkable increase in
smartphone possession among university students (Paterson and Low, 2011; Jacob and
Issac, 2008). It has also been argued that university students are a “sweet spot” market
segment (Haverila, 2013).
A higher smartphone adoption rate among university students is also prevalent in
emerging nations (Sultan et al., 2009). According to a report by Pew Internet (Rainie and
Poushter, 2014), a large portion of the early adopters of smartphones in emerging
economies are aged between 18 and 29 years, i.e. of university-going age (Heinonen and
Strandvik, 2007). Although a significant difference in age groups and ownership of
smartphones was noted in every country that was polled, consumers aged under 30
were found more likely to own a smartphone than others. In China, 69 percent of
18-29-year-old had a smartphone, as compared to (62 percent) in Lebanon, Chile
(55 percent), Jordan (53 percent) and Argentina (50 percent). Furthermore, the report
noted that the educational level of smartphone owners is significantly positively related
to their ownership of a smartphone. Those with a university degree are more likely to
own a smartphone than those who do not have a university degree. This is especially
true in the Middle East and China.
Until April 2014, or before the auction of its 3G and 4G spectra, Pakistan’s
smartphone market accounted for only 15 percent of its mobile phone industry.
However, after 3G and 4G mobile networking became available in Pakistan via its three
major network operators, the demand for smartphones shot up. It was expected that
within a year this market’s consumers would increase to 50 percent of the population
(Zafar, 2014). Perhaps, because it was relying on this positive outlook, United Mobile,
which had been one of the country’s major distributors for Nokia, launched its own
smartphone recently. The optimism of mobile phone makers ahead of the spectra
auctions was also reflected by the figures concerning the country’s telecoms imports.
Mobile phone imports for the month of February 2014 increased by 20 percent to
US$60million compared to US$50million in February, 2013 (Baloch, 2014).
The Pakistan Advertising Society has also forecast a rapid expansion of the
smartphone market and stated that Pakistani youth will account for a larger share of
that growth. According to them, 77 percent of smartphone users in Pakistan are
between just 21 and 30-year old (Smart Phone Usage in Pakistan, 2014).
The recent hike in demand for smartphones in Pakistan, and their early adoption
among university students, both highlight the importance of understanding the
determinants that are creating a dependency on smartphones in the student market
segment and shaping the willingness of young people to purchase smartphones. In this
context, Ting et al. (2011) and Mohd Suki (2013) have highlighted the fact that students’
purchasing behaviors are mainly associated with their dependence on smartphones,
while the dependence on smartphones has been created thanks to social pressure,
consumer desire and the handiness of smartphones for students. Additionally, any
negative experiences of smartphone use have ultimately been outweighed by positive
experiences which, in turn, has led to even greater smartphone usage. Therefore, to
appreciate better the importance of the works by Ting et al. (2011) and Mohd Suki
(2013), this study’s focus has been to understand whether social needs, social influences
or convenience have stimulated dependence on smartphones among university
students in Pakistan. Furthermore, our findings have also confirmed the results of
similar researches that have established evidence of a relationship between smartphone
dependence and users’ purchasing behaviors. Hence, under the umbrellas of holistic
marketing management and strategic planning, this study should be useful for
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5. determining customers’ needs in order to provide up-to-date technologically advanced
smartphones. It is also our belief that this present research can provide guidance to
smartphone manufacturers and distributors concerning the development of strategic
marketing management and planning in respect of potential smartphone sales.
The rest of the paper is organized as follows. In the next section, a literature review
relating to students’ dependence on smartphones and hypotheses about that are
discussed. Next, we have presented the methodology that describes the sampling and
data collection techniques, and the methods employed for measurement of the stimuli
underpinning purchasing behavior. The test of the proposed model using structural
equation modeling (SEM) and the study’s findings are presented in the results section,
which is followed by a discussion of the results’ implications, whereby our findings
are expounded.
2. Empirical studies
There has been created a greater dependency on smartphones for consumers,
especially when communicating while traveling, or while at offices, at home and so on
(Genova, 2010). In the same vein, consumers have come to perceive smartphones as
necessities and so they have a higher propensity to use them now (Tian et al., 2009).
In this sense, future purchasing behavior by consumers will be influenced by their
positive perceptions of smartphones. Similarly, their dependency on smartphone usage
has underlying implications for the purchasing behavior of students (Kuhlmeier and
Knight, 2005). One study by Mohd Suki and Mohd Suki (2007) has also drawn our
attention to consumers’ acceptance of smartphones. Their findings suggest that intensive
use of smartphones leads to greater levels of knowledge and better social networking.
Later on, research by Paterson and Low (2011) also supported these results. More recently,
Mohd Suki (2013) and Duffett (2015) recommended that investigations into the
dependency on smartphone usage among university students should be conducted in
developing countries in order to obtain more holistic and accurate findings about
smartphone buying behaviors and how they reflect the perceptions of those students.
In the past decade or so, we have noticed incredible advances in the services
provided by mobile phone service providers and smartphone manufacturers in
Pakistan. This has provided new opportunities for users and created new avenues for
research. Although some studies have focussed on the university students’ reasons for
using smartphones and related services (Auter, 2007; Shin et al., 2011; Chun et al., 2012;
Kim and Park, 2011; Kim and Parka, 2014), there are several unexplored dimensions
that are related to understanding the factors that influence smartphone usage among
young university students in Pakistan. For this research, we have built a model to
examine social needs, social influences and convenience as motivations for dependency
on smartphones and to determine the control that those factors have on dependency
which, in its turn, affects purchasing behaviors. Hence, our next section discusses the
development of our relevant hypotheses.
Development of the hypotheses
Social needs. The need for social interaction with others is referred to as a social need,
which is fulfilled via communication with friends, family members and affiliates, such
as coworkers and fellow group or club members (Tikkanen, 2009). Social need is one
crucial factor underpinning consumers’ dependence on smartphones. The versatility of
smartphones and the availability of social networking applications (or “apps”) that are
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6. used via them has allowed consumers to increase their smartphone usage for
communication and maintaining relationships with other individuals (Yuan, 2012;
Pearson et al., 2010; Lippincott, 2010). Smartphones (which make the internet available
on the go) have made it easy to use SNS such as Twitter, WhatsApp and Facebook.
People have become dependent on smartphones because they enable them to shop,
research and connect with the world and feel more active among their social circles
(Raskin, 2006; Goldman, 2010; Jung, 2014; Kang and Jung, 2014). The most popular
mobile activities on smartphones are sending and receiving short text messages;
sending and receiving e-mails, transferring files and using SNS (Jung, 2014).
As in any other place in today’s world, people in Pakistan – particularly young
university-going students – are continually finding and adapting to new ways of
communicating electronically to fit their needs. Yet, it remains unclear to what extent
university students’ perceived needs for social media have created a dependence on
smartphones. As a result, the underlying hypothesis is proposed:
H1. Students’ needs to connect to social media have positively affected their
dependence on smartphones.
Social influence. Social influence arises when one person’s feelings, emotions and
activities are affected or influenced by others in social groups (Mason et al., 2007). It has
been identified by Lee et al. (2009) and Chun et al. (2012) hat social relationships are
strongly connected to consumers’ decisions to adopt a technology. Social influences
come from a variety of people such as neighbors, relatives, family members and friends,
as well as from inspirational figures in the media, such as sports celebrities or movie
stars. Generally, it has been noted that friends and family members are the major
influences who affect consumer evaluations concerning product selections (Schiffman
et al., 2010; Auter, 2007; Algesheimer et al., 2005; Dholakia et al., 2004). Several
researchers have identified social influence as a key variable that inspires both usage
intention and usage behavior, hence it plays an important role in consumers’ adoptions
of new technology (Rice and Aydin, 1991; Nysveen et al., 2005; Lee, 2014; Ting et al.,
2011; Vannoy and Palvia, 2010). A satisfied smartphone user’s dependency on
smartphones will increase and consequently will lead to positive word-of-mouth
communication about the technology with others (Brown et al., 2005). Consumers who
rely on positive word-of-mouth opinions given by members of a common social group
have their usage initiated by either a transformation of their beliefs or through a
process of imitation (Ting et al., 2011).
This leads to the following hypothesis:
H2. Social influence positively affects university students’ dependence on
smartphones.
Convenience. Convenience refers to a situation where work is simplified, made easy or
can be done with less effort, without discomfort or difficulty. Consumers have a high
need for convenience where they are able to use their smartphones at any time and in
any place without having to park the smartphone in a fixed workstation (Ting et al.,
2011; Genova, 2010; Holub et al., 2010). Smartphones provide quick access to multiple
products on multiple channels with greater levels of quality, efficiency and
personalization, and they can do almost everything that a laptop can (Persaud and
Azhar, 2012; Basaglia et al., 2009). The fusion of normal mobile phone and laptop
functionalities in smartphones was accomplished merely for consumers’ convenience
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7. (Stephens and Davis, 2009). The dual-use nature of smartphones has increased their
usage (Hahn, 2010). Moreover, with the availability of high-speed 3G/4G and Wi-Fi
networks, especially on university campuses, in malls, restaurants and at home, surfing
the internet has become more convenient for users who are bound by severe time
constraints (Lu and Su, 2009).
Hence, consumers have become more dependent on smartphones than they have
been before for the retrieval of useful information, as they have become ubiquitous
devices and users are with them always when they commute, relax at home, travel
overseas and so on (Genova, 2010). The convenience offered by smartphones makes
consumers more dependent on them.
As a result, the third hypothesis is:
H3. Convenience positively affects students’ dependence on smartphones.
Dependency and purchasing behavior
The recent proliferation of smartphones and the functions they offer suggest that soon
their use will overtake that of primitive mobile phones. Smartphones offer diverse
internet content with multimedia options. For instance, users can download various
kinds of mobile apps to their smartphones, which has enabled users to customize their
mobile devices and services by installing the functionalities that they want ( Jung, 2014;
Tossell et al., 2012; Verkasalo et al., 2010; Tam and Ho, 2006). This user-empowering
smartphone attribute of customization is perceived by consumers as being liberating
and it is viewed by them now as a necessity, which has increased the propensity for
continuous high smartphone usage. Using smartphones engages consumers by
allowing them to gain personal knowledge about their characteristics and how they can
be made to work to satisfy needs and improve personal experiences (Keaveney and
Parthasarathy, 2001). This affects consumers’ expectations of future purchases further,
as they are highly dependent on smartphones because of the benefits they are
extracting from them (Kuhlmeier and Knight, 2005). Ting et al. (2011) and Mafé and
Blas (2006) have also observed that users’ high dependence on smartphones is
positively correlated with their future purchasing behavior. Thus:
H4. Students’ dependence on smartphones positively affects their purchasing
behavior.
In the existing literature, a persuasive positive relationship has been established with
respect to the implications of social need, social influence and convenience for
dependence on smartphones. This dependence on smartphones, plays a further
important role by translating to positive purchasing behaviors (Ting et al., 2011; Suki
and Suki, 2013; Lee, 2014; Genova, 2010; Stephens and Davis, 2009; Jung, 2014; Kang
and Jung, 2014).
Conceptual framework. In the past, many empirical studies have been conducted
based on theoretical frameworks, research focus, study variables and research design.
Moreover, it is to be noted that these empirical works relied on theories already
developed, such as that of Roach (2009) who applied Rogers’s diffusion of innovations
theory (DOI). For their work, Heinonen and Strandvik (2007) used the Advertising
Research Foundation model. The Q methodology was tested by Andrews et al.
Grant and O’Donohoe (2007) employed uses and gratifications theory and
phenomenology. Ali et al. (2015) and Ali and Raza (2015) considered the theory of
reasoned action (TRA), while the theory of planned behavior (TPB) and the technology
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8. acceptance model (TAM) were adopted by Muk (2007), Karjaluoto and Alatalo (2007)
and Bauer et al. (2005). Additionally, previous researchers have also reported that each
of the TRA, TAM and TPB conjectures are successfully modified in the absence of the
original constructs of the theoretical models (see Sultan et al., 2009; Yang and Zhou,
2011; Karjaluoto et al., 2008; Gao et al., 2010, and many more). In the same vein, the
studies by Hsu et al. (2007) and Roach (2009) were conducted using Rogers’s DOI
theory, but the original variables were removed from the analysis and replaced with
new ones. However, the evidence presented in their studies varied widely and required
further exploration of some new but relevant factors. This argument has also been
supported by Persaud and Azhar (2012) who set out to measure the intentions of
smartphone users. Similarly, a study by Kim et al. (2011) argued that the purchasing
intentions of smartphone users may have a different set of related behaviors and so
that has required further exploration of other new variables. Their study focussed on
four antecedents of purchasing intentions, namely, entertainment, networking,
productivity and information. Based on this discussion, the authors of this study
have understood the need for further exploration of the key constructs that determine
the purchasing intentions of smartphone users without using any theoretical
framework. Therefore, we have constructed our research hypotheses based on the
findings of past empirical studies. This methodology has also been used by Kim et al.
(2011), Persaud and Azhar (2012), Awan and Shahzad Bukhari (2011), Ting et al. (2011),
Naser et al. (1999), Mohd Suki (2013) and many more. Furthermore, Baumgartner and
Steenkamp (1996) have argued that it is better to develop a list of important variables
which affect consumers’ intentions than it is to test or choose a particular theoretical
model (Figure 1).
3. Methodology
Data were collected in spring 2014 from students at different universities in Karachi,
who were using smartphones, since this market segment is viewed as important for the
continued advancement of the telecommunications industry (Haverila, 2013). A self-
administered questionnaire was designed for use as a survey instrument to record the
respondents’ experiences with, and perceptions about, smartphones on a five-point
Likert-type scale that varied from “strongly disagree” (1) to “strongly agree” (5). Each
item used for the development of the survey instrument was adopted from earlier
studies and the measurements taken are given in the next section.
Measurement
The dimensions assessed for this study (i.e. social need, social influence, convenience,
dependence and purchasing intention) and the survey items that comprised them were
derived from different studies listed in Table I. The instruments used in this paper are
Social Needs
Students’ Dependence on smart phone Purchase BehaviorSocial Influence
Convenience
Sources: Adopted from Ting et al. (2011) and Mohd Suki (2013)
Figure 1.
Conceptual
frame work
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9. those which have established reliabilities that have been used in similar contexts by
previous researchers.
Social need scale. For the social need scale, one item related to maintaining social
relations was adapted from Campbell (2007) – “Smartphones allow me to stay
Items Adapted source
Factor
loadings
Social needs (Cronbach’s α ¼ 0.695)
A smartphone allows me to stay connected with those I care about Ting et al. (2011) 0.758
I use a smartphone to stay connected with friends and family
through social networking websites (Twitter, Facebook,
WhatsApp, etc.) 0.761
It is easy for me to observe other’s activities by using the
smartphone 0.701
I use my smartphone to catch up with friends and relatives 0.742
A smartphone allows me to transfer photo/audio or other data with
whomever I want to share
Campbell (2007) 0.577
Social influence (Cronbach’s α ¼ 0.712)
The pressure from friends and family is likely to influence the
usage rate of my smartphone
Ting et al. (2011)
0.619
I would buy a smartphone if it helped me fit in with my social group
better 0.667
It is important that my friends like the brand of smartphone
I am using 0.746
I would be open to being persuaded into using a smartphone if I had
low self-esteem 0.733
I have seen that smartphones attract people’s attention Basaglia et al. (2009) 0.561
Convenience (Cronbach’s α ¼ 0.792)
Having a smartphone is like having both a mobile phone and a
computer together
Ting et al. (2011)
0.541
In my work, a smartphone saves me time and effort 0.693
I would prefer carrying my smartphone rather than my laptop 0.694
A smartphone enables me to receive learning materials anywhere
I go 0.742
Using a smartphone would allow me to accomplish tasks more
quickly 0.746
Dependency (Cronbach’s α ¼ 0.764)
I always use my smartphone to deal with my job Ting et al. (2011) 0.704
I cannot do anything with my job without a smartphone 0.8
I will feel insecure if my smartphone is not with me 0.804
I am totally dependent on my smartphone 0.642
Purchasing behavior (Cronbach’s α ¼ 0.700)
I intend to keep using a smartphone in the future Ting et al. (2011) 0.578
On the whole, I am satisfied with the smartphone experience 0.699
I intend to have purchase a better smartphone in the future from my
experience 0.692
Overall, my positive experiences outweigh my negative experiences
with smartphones 0.655
I think about a smartphone as a choice when buying a mobile phone Park and Chen (2007) 0.721
Note: All the items were measured on a five-point Likert scaling
Table I.
Factor loadings
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10. connected with those I care about” – and four items were adapted from measures of
social needs devised by Ting et al. (2011), of which an exemplar item was: “I use a
smartphone to stay connected with friends and family through social networking
websites (Twitter, Facebook, WhatsApp etc.).”
Social influence scale. Social influence was assessed using four items from the
work of Ting et al. (2011). An example was: “The pressure from friends and family is
likely to influence the usage rate of a smartphone” and one item was adapted from
Basaglia et al. (2009).
Convenience scale. Convenience was assessed by adopting a five-item scale
developed and validated by Ting et al. (2011). An exemplar item was: “Having a
smartphone is like having both a mobile phone and a computer together.”
Dependence scale. Dependence was measured by employing four items adopted from
Ting et al. (2011). An exemplar item was: “I am totally dependent on my smartphone”
and one item was adapted from Hjorthol (2008) which has not been included in Table I,
because it did not have a factor loading threshold value of 0.50.
Purchasing behavior scale. Purchasing behavior was measured via four items
adopted from the work of Ting et al. (2011). An exemplar item was: “I intend to keep
continuing to use a smartphone in the future” and one item was adopted from Park
and Chen (2007), which was: “I think of a smartphone as a choice when buying a
mobile phone.”
Before launching the survey finally, a pilot testing for the instrument was carried
out on a sample of 50 university-going smartphone users. This helped the researcher to
improve minor editorial errors and to fine-tune the survey instrument.
To ensure that the sample was representative, both private and public universities
were targeted. Questionnaires were distributed in person and a non-probability
convenience sampling method was adopted. For content validity, the measurement
items used in the questionnaire were adapted from a wide range of earlier relevant
researches (see Table I) and these were used to operationalize the research constructs of
this study. A total of 400 questionnaires were distributed, 337 usable completed
questionnaires were received (84 percent) and statistical procedures were applied to
analyze the data. Cronbach’s α was used to evaluate the internal consistency of the
items and to construct validity exploratory factor analysis. Principal component
analysis was performed by using IBM SPSS Statistics 22.0. To test the hypothesized
relationships among the latent variables further, the SEM was employed using
IBM SPSS Amos 22.
4. Results
To evaluate whether the dataset used in this research was valid for the suggested
model or not, model fitness analysis was carried out for the confirmation and
modification of the model. The model’s fitness was verified by using three types of fit
measures which were an absolute fit measure that included χ2
, a goodness-of-fitness
index (GFI) and root mean square error of approximation (RMSEA); incremental
fit measures that included an adjusted goodness-of-fit index (AGFI), a normed fit index
(NFI), a comparative fit index (CFI), an incremental fit index (IFI) and a relative fit
index (RFI); and parsimony fit measures that included a parsimony comparative
fit index (PCFI), a parsimony normed fit index (PNFI) (Bollen, 1989; Hair et al., 2010).
The skewness of all the items’ ranges from −1.53 to 0.03, and the values for kurtosis
ranges from −0.75 to 2.65 were within the threshold values of ±2.0 and ±10 for
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11. skewness and kurtosis, respectively, which supported the requirements for “normally
distributed” data approximately.
Finally, by performing a simultaneous test, the structural model was estimated to
provide an empirical measure of the hypothesized relationships among the research
variables and constructs.
Based on the model-fit indices obtained, the model had adequate and acceptable
GFIs: χ2
/df ¼ 1.347(o3), GFI ¼ 0.954(W0.90), RMSEA ¼ 0.032(o0.08), AGFI ¼ 0.931
(W0.80), NFI ¼ 0.931(W0.90), CFI ¼ 0.981(W0.95), IFI ¼ 0.981(W0.95), RFI ¼ 0.907
(W0.90), PCFI ¼ 0.728(W0.50) and PNFI ¼ 0.691(W0.50). These indices have been
among the most frequently used, as they are less affected by sample size (Hair et al.,
2010; Adil, 2014, Arif et al., 2016).
The results indicated that convenience, social needs, social influences and
university students’ dependency on smartphones were positively related at p⩽0.01
levels. Convenience was found to be significantly related to university students’
dependency on smartphones ( β ¼ 0.32, p ⩽ 0.01). Thus, H1 was supported. Moreover,
the results indicated that social needs had a significant impact on the dependency on
smartphones ( β ¼ 0.21, p ⩽ 0.05). Therefore, the H2 was supported. Finally, social
influences were significantly related to university students’ dependency on
smartphones ( β ¼ 0.59, p ⩽ 0.01) hence, H3 was supported. Figure 2 shows that the
R2
between the independent variables on dependency was found to be 0.80. This
indicated that 80.0 percent of the variation in university students’ dependency on
smartphones could be explained by convenience, social needs and social influences.
This evidence supported the interaction effect of convenience, social needs and social
influences on university students’ dependency upon smartphones. Hence, were all
supported (Tables II-IV).
As for the path between dependency and purchasing behavior, it too was found to be
significant ( β ¼ 0.70, p ⩽ 0.01). Therefore, H4 was supported. The adjusted R2
for this
path was 0.48. This explained that 48.0 percent of the variation in future purchasing
behavior was accounted for by the university students’ dependency on smartphones.
This supported the effect that university students’ dependency on smartphones has upon
their future purchasing behavior. Thus, H4 was supported (Table V).
0.32***
0.57***
Convenience
Social Need Dependency Purchase Behavior
Social Influence
0.70***0.21***
0.59***
0.49***
0.20***
Notes: **p-value<0.05; ***p-value<0.01
Figure 2.
Structural equation
model
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12. 5. Discussion and implication
The study examined students’ dependence on smartphones and the effect of that
dependency on their purchasing behavior with the help of a SEM. Social need, social
influence and convenience were examined to assess students’ dependence on
smartphones while their purchasing behavior was measured by taking students’
dependence as an influencing variable. It was found that social influence, social needs
and convenience significantly affected students’ dependence on smartphones.
This result demonstrates that social influences and social need do influence the
amount which university students use smartphones and this creates a dependency to
the extent that they would buy a smartphone if they believed it would help them to fit
in better with their social group. This finding is consistent with the conclusions
drawn by Park and Chen (2007). This study’s results also found that convenience is
another important factor that affects students’ dependency on smartphones. Having a
smartphone is like having both a mobile phone and a computer together.
Smartphones enable students to receive learning materials wherever they go and
Constructs Items Standardized loadings Composite reliability Average variance extracted
Social needs SN1 0.66 0.762 0.677
SN2 0.72
SN5 0.71
Social influence SI1 0.7 0.785 0.609
SI2 0.68
SI3 0.74
SI4 0.65
Convenience C2 0.7 0.737 0.659
C3 0.66
C5 0.73
Dependency D2 0.68 0.77 0.685
D3 0.74
D4 0.72
Purchasing PI1 0.59 0.752 0.5811
behavior PI2 0.71
PI3 0.74
PI4 0.64
Table II.
Reliability and
confirmatory
factor loading
1 2 3 4 5
(1) Social needs 0.823
(2) Convenience 0.417** 0.812
(3) Purchasing behavior 0.532** 0.438** 0.762
(4) Social influence 0.367** 0.207** 0.367** 0.78
(5) Dependency 0.243** 0.246** 0.271** 0.480** 0.827
Mean 4.19 3.83 4.02 3.21 2.79
SD 0.81 0.85 0.7 0.92 1.02
Skewness −1.53 −0.9 −1.38 −0.25 0.03
Kurtosis 2.65 0.96 3.42 −0.31 −0.75
Note: **Correlation is significant at the 0.01 level (two-tailed)
Table III.
Correlations analysis
between variables
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13. they prefer to carry smartphones rather than laptops. Preceding research by
Goldman (2010) concluded comparably.
Further investigation during the study showed that there is a positive significant
relationship between the influence of students’ dependency on smartphones and
their purchasing behaviors. The results concerning these variables imply that
students are deeply dependent on smartphones, which causes them to feel insecure
when their smartphones are not with them. Students’ positive experiences with
smartphones have outweighed their negative experiences, hence their usage of
smartphones is high.
A significant positive relationship between social influence and dependency on
smartphones shows how persuasive societal factors have been in making smartphones
become perceived as essential within social communities (Bearden and Etzel, 1982; Raento
et al., 2009). This should be recognized by marketers as an important factor that influences
university students’ smartphone dependency. Marketers should promote smartphones
as social necessities. This could be achieved by spreading positive word-of-mouth
messaging, which is a major component of marketing diffusion models (Uncles et al.,
2013). Positive word-of-mouth communication may be disseminated via promotions and
endorsements made by effective reference groups that are at the center of students’
attention. Positive word-of-mouth marketing would allow social influencers to increase
awareness about smartphone functions and make positive recommendations by giving
potential purchasers greater encouragement to use smartphones (Brown, 1989).
Fit indices Recommended level of fit Model value
Absolute fit measures
χ² 136.053
df 101
χ²/df o3a
1.347
Goodness-of-fit index (GFI) W0.9a
0.954
Root mean square error of approximation (RMSEA) o0.08b
0.032
Incremental fit measures
Adjusted goodness-of-fit index (AGFI) W0.90a
0.931
Normed fit index (NFI) W0.90a
0.931
Comparative fit index (CFI) W0.90a
0.981
Incremental fit index (IFI) W0.90a
0.981
Relative fit index (RFI) W0.90a
0.907
Parsimony fit measures
Parsimony comparative fit index (PCFI) W0.50a
0.728
Parsimony normed fit index (PNFI) W0.50a
0.691
Sources: a
Bagozzi and Yi (1988) and b
Browne and Cudeck (1993)
Table IV.
Goodness-of-fit
indices for
structural model
Path β SE CR p Results
Convenience → dependency 0.32 0.059 3.395 0 Supported
Social need → dependency 0.21 0.096 2.014 0.044 Supported
Social influence → dependency 0.59 0.083 5.695 0 Supported
Dependency → purchasing behavior 0.7 0.113 5.678 0 Supported
Table V.
Hypothesis testing
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14. The positive significant relationship between social needs and university students’
dependency on smartphones signifies that there is a perceived need for university
students to stay connected (Kang and Jung, 2014). Smartphone providers should design
smartphones that are provided with high-speed data connections for online multimedia
applications, which will allow multimedia connectivity between university students
and their social circles. Multimedia communication, and feedback derived from it,
would allow students to engage more using their smartphones, and it would also
contribute to embedding their sense of community via networks where
communications are encouraged. Additionally, marketers might exploit the need for
belonging and the importance of staying connected as part of their promotional
strategies to engage university students to use smartphones.
Similarly, a positive significant relationship between convenience and university
students’ dependence on smartphones indicates that the convenience of smartphones
(Verkasalo, 2009; Basaglia et al., 2009) has enhanced the dependence on smartphones
(Ting et al., 2011). For some time, it has been noted that the demands for convenience
made by consumers have risen (Brown, 1989). Since university students consider that
the convenience of smartphones is a factor that has motivated them to increase their
smartphone usage, smartphone manufacturers should emphasize convenience when
promoting smartphones to students. They may increase the convenience of using
smartphones further by providing greater memory space, more user-friendly
interfaces, high-speed internet connections, options for connecting input and output
devices to smartphone models and an ability to write, edit and view documents, images,
and presentations more easily.
Finally, this research shows a strong positive and significant relationship between
university students’ dependency on smartphones and their future purchasing
behavior which indicates that their dependency on smartphones has a direct effect on
the formation of predictive expectations concerning future purchasing behavior.
This finding is similar to the findings of earlier studies in which the impact of
dependency on the willingness to purchase was studied (Peters, 2009; Ruiz Mafé and
Sanz Blas, 2006).
This research offers practical insights for mobile industry players in emerging
markets. It will help marketers understand consumers’ purchasing behavior and their
usage behavior, and it will give them the ability to develop appropriate marketing
strategies. Smartphone manufacturers can use the findings of this research for
advertising. They can promote the concept that smartphone users are able to acquire
information anywhere, at any time, which will further enhance the user’s confidence in
life. Advertising could also suggest that smartphones make users feel at ease, by
offering a better communication environment supported by mobile messenger services
and SNS apps, which offer constant connection with friends.
Limitations and future directions
There are some limitations in relation to the sampling techniques adopted for this
study. The analysis and interpretation of the results was not based on a nationwide
systematic random sample. Rather, a non-probability sampling technique was adopted
and data were only collected from universities in Karachi. The choice of this sampling
strategy may limit the generalizability of our findings. Even though the applied
sampling technique supported collection data from the youth market, which is a vital
consumer segment within the smartphone market, the findings from this research were
limited to the slender sampling frames of university students.
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15. Although, this study has provided several useful pieces of information for policy-
makers and academics, there were several limitations which should suggest new
directions for future studies. First, the generalization of the results would require extra
attention where smartphone markets are stable, since Pakistan’s smartphone market
has shown relatively rapid growth and the expectations of smartphone users there are
overheated and extraordinary. So, further studies should be conducted in places where
the smartphone user numbers are stable. That would provide support for the existing
body of literature. Second, this study has explored some new but relevant factors
concerning smartphone users’ purchasing intentions, which therefore require
theoretical frameworks for study such as TAM, TRA, TPB, DOI, etc. Additionally,
future research should also use broader sample frames and should examine variances
related to gender, age, socioeconomic and cultural factors further. They should also
endeavor to construct a comprehensive model of Pakistani consumers’ dependencies on
smartphones and consequent purchasing behavior by examining more determinants
such as customer satisfaction, the strengths of social ties, perceived social benefits,
rewards, personality strengths, opinion leadership and altruism. Furthermore, it would
be interesting to examine these factors in a cross-cultural context as cultural differences
between countries may also shape smartphone usage and adoption. For example, in
countries where self-regulation trumps government regulation, research studies
considering those different cultures and regulatory contexts may yield different but
important findings.
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Corresponding author
Imtiaz Arif can be contacted at: imtiaz.arif@iqra.edu.pk
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