Abstract:This research also focused on the factors behind wider YouTube usage in Pakistan during the post-pandemic era. The researchers adopted primary constructs from the Unified Theory of Acceptance and employed Structural Equation Modelling for the data analysis. Data gathered from n= 374 individuals indicated that Performance Expectancy has a significant effect on Behavioral Intentions, showing that online platform performance positively shapes the students' behavior. However, the effect of Effort Expectancy was in… Show more
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