This study aimed to provide insight into the role which Diffusion of Innovation factors have on university students’ social networking site use in tertiary education. There is a lack of this research in South Africa – a gap which this article aims to fill. The objective of the study was to model the Diffusion of Innovation factors that influence social networking site use in higher education in South Africa. A quantitative method of data collection was used. Data were collected through a web-based survey, using structured questionnaires. The theoretical framework was evaluated by means of data collected from university students. The results show that perceived relative advantage, observability and complexity were positively related to social networking site use, but not compatibility and trialability. The results have been collated in a comprehensive model which could offer guidelines to university students and South African society at large.

Published in: International Conference on Information Society (i-Society 2018)

• Date of Conference: 15-18 July 2018
• DOI: 10.2053/iSociety.2018.0008
• ISBN: 978-1-908320-92-6
• Conference Location: Dublin, Ireland