Technology Acceptance Models Session

The Faculty of Mass Communication MSA University welcomed Professor Hesham Mesbah, Chair of the Communication Department at Rollins College Florida, and current president of the Arab- US Association of Communication Educators.

The session titled “Technology Acceptance Models: Application in Structural Equational Modeling” started off by explaining the structural equational model (SEM) and the statistical techniques used to measure and analyze the relationships of observed and latent variables and the different applications that can be used to facilitate the statistical analysis of quantitative research.

The staff and students enjoyed an open discussion on the application of the model on technology acceptance and media studies.

The session was Modulated by Dr. Amira Abdel Moniem, Assistant Lecturer- Broadcasting Department.