Factors Influencing Moral Communication Behaviour on Social Networking Sites (SNS)

Abstract

This study examined factors which influence moral communication behaviour among Muslim users on social networking sites (SNS). Three independent and one dependent variables were used in the study. A survey was employed to gather data from 378 respondents drawn from a stratified sampling technique from five selected Kulliyyahs from the International Islamic University Malaysia (IIUM). Data was analysed using SPSS 20.0, where descriptive and multiple regression analysis were used to address the research questions. The research questions for this study were: (1) What is the status of moral communiation behaviour (MCB) among Muslim students of IIUM? (2) To what extent is IIUM students MCB influenced by: (a) their attitudes towards SNS use (b) their subjective norms regarding SNS use (SN); and (c) their perceived behavioural control (PBC) on SNS. Findings of the study reveal that two independent variables (IVs); attitude towards SNS use and subjective norms regarding SNS use have significant influence on moral communication behaviour via SNS, while the other IV; perceived behavioural control on SNS does not have a significant influence on moral communication behaviour via SNS.