Youtube's Influential Factors for Academic Achievement: A Two-Stage Approach

Abstract

It is unquestionable that students use YouTube as a study aid. Therefore, this research aims to investigate the numerous variables that affect YouTube use as a study aid, which in turn affects academic achievement. 350 MBA students from Bangladesh were polled using a structured questionnaire and convenience sampling technique. The effects of information quality (IQ), usefulness (IU), and adoption (IA) on academic achievement (AA) were examined using structural equation modeling (SEM). The study also investigates the mediating impact of IU and IA on the relationship between IQ and AA. Following that, necessary condition analysis (NCA) was used to investigate the degrees of each variable necessary for AA. The study found that intrinsic, contextual, and accessibility information quality are significant predictors of IQ. Source credibility (SC) and information language (IL) affect IU. IQ influences IU, IA, and AA. IU predicts IA, and both predict AA. Again, mediation analysis revealed that IU and IA individually and serially mediate the relationship between IQ and AA. According to NCA findings, these factors were necessary for varied degrees for students to have greater AA. This research work helps the body of knowledge by conceptualizing and experimentally assessing the impact of YouTube as a study aid on the academic performance of Bangladeshi MBA students.

Keywords: Information quality, information usefulness, information adoption, academic achievement, NCA.