Determinants of social media use by scientists in Malaysian higher education for science communication: a scientist-centric technology acceptance model

Keng, Teck Ee (2025) Determinants of social media use by scientists in Malaysian higher education for science communication: a scientist-centric technology acceptance model. PhD thesis, UTAR.

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Abstract

As social media becomes an increasingly important information source, it plays a vital role in communicating science to diverse audiences. However, limited research has examined how non-technological factors influence scientists’ use of social media. This study addresses that gap by investigating technological, intrinsic, and extrinsic determinants affecting scientists’ social media use for science communication in Malaysia. Using a sequential mixed-method approach, the study involved interviews with 26 scientists and experts, followed by a survey of 425 scientists from Malaysian Higher Education Institutions (HEIs). Thematic analysis grouped key determinants into three categories: intrinsic belief (personal motivation, self-efficacy), extrinsic influence (subjective norm, enabling conditions), and extrinsic concern (perceived risk). These informed the development of the Scientist-Centric Technology Acceptance Model (SCTAM), which was tested using descriptive statistics, Partial Least Squares Structural Equation Modelling (PLS-SEM), Necessary Condition Analysis (NCA), and Importance-Performance Map Analysis (IPMA). Findings showed WhatsApp, Facebook, YouTube, Google Scholar, and ResearchGate as the most used platforms. PLS-SEM revealed 14 significant relationships among 19 hypothesised correlations, with personal motivation (f² = 0.659), attitude towards use (f² = 0.320), and behavioural intention (f² = 0.150) having the strongest effects. Perceived risk had no significant effect on perceived usefulness, ease of use, or attitude, and neither self-efficacy nor subjective norm significantly influenced behavioural intention. NCA found that a 1.88% level of behavioural intention was necessary for posting to occur at 40%, while IPMA highlighted personal motivation, perceived usefulness, enabling conditions, and subjective norm as key drivers. The findings emphasise the importance of considering the interconnectedness of multiple determinants to enhance science communication using social media in Malaysia. Leveraging social media as an emerging communication tool, SCTAM offers insights into how scientists adopt new technologies for science communication, with broader implications for the adoption of emerging tools like AI and preparing scientists for evolving communication technologies. Keywords: science communication; Malaysian higher education institutions; social media use; sequential mixed-methods research; Scientist-Centric Technology Acceptance Model Subject Area: HM851 Information technology

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