Noor, Nurhafihz, Tong, Ashley, and Zainol, Zahirah (2025) Unlocking LinkedIn adoption for higher education students: findings from PLS-SEM and NCA. Young Consumers, 26 (7). pp. 172-187.

Preview

PDF (Published Version) - Published Version Available under License Creative Commons Attribution. Download (501kB) | Preview

Abstract

Purpose: LinkedIn offers multiple benefits to higher education students to build their careers. However, there is a lack of understanding of the factors which are significant and necessary to increase its adoption among such students. Having this granular understanding enables developers to design the platform more effectively. This study aims to investigate the factors affecting the adoption of LinkedIn for higher education students.

Design/methodology/approach: Using the partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA), the authors analyzed the results from a self-administered survey of 120 higher education students with a model integrating subjective norm with variables from the value-based adoption model (VAM).

Findings: Subjective norm and perceived usefulness were found to be significant factors for increasing LinkedIn adoption. However, perceived enjoyment remained a necessary condition for higher education students to adopt LinkedIn.

Originality/value: This study contributes to the technology adoption and higher education literature on using social networking services for higher education marketing. To the best of the authors' knowledge, this research is also among the first to examine the necessary factors affecting the adoption of LinkedIn among higher education students using the NCA. It further proposes a practical multi-stakeholder three-stage blueprint to increase LinkedIn adoption.

Item ID:	85599
Item Type:	Article (Research - C1)
ISSN:	1758-7212
Keywords:	Value-based adoption model, Subjective norm, Higher education, Career management, Perceived value, Social media
Copyright Information:	Copyright © 2024, Nurhafihz Noor, Ashley Tong and Zahirah Zainol. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Date Deposited:	27 May 2025 22:35
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350607 Marketing technology @ 50% 39 EDUCATION > 3903 Education systems > 390303 Higher education @ 50%
SEO Codes:	22 INFORMATION AND COMMUNICATION SERVICES > 2205 Media services > 220502 Internet, digital and social media @ 50% 16 EDUCATION AND TRAINING > 1601 Learner and learning > 160102 Higher education @ 50%
	More Statistics