Understanding instructor adoption of social media using the technology acceptance model

Purpose Social media are increasingly being used in teaching and learning higher education. This paper aims to explore multiple case studies better understand how instructors decide incorporate social into learning. Design/methodology/approach qualitative study the technology acceptance model (TAM) five instructors' use of for learning, particularly pedagogical reasons goals driving their media. Participant interviews, course documentation observation data were collected answer research questions. Findings suggest that an instructor's knowledge awareness instructional important Three objectives found across participants: collaborative dialog discussion, authentic Originality/value Previous have explored potential uses tools, however attempt why particular tools underreported.