Abstract
In education, social media is increasingly being used to promote creative instruction. This quantitative study utilized the theoretical foundation of social constructivism, connectivism and the Unified Theory of Acceptance and Use of Technology model 2 (UTAUT 2). Research questions investigated the effect of 6 UTAUT2 predictors on behavioural intention on social media and the impact of behavioural intention on the use of social media behaviour. The research used a convenience sample of 291 students from South Eastern University, Eastern Province, Sri Lanka. Survey data was analysed using descriptive statistics, measurement model and structural model, and hypothesis testing. The findings revealed that performance expectancy, social influence, facilitating conditions, hedonic motivation and habit have a significant effect on behavioral intention on social media whilst effort expectancy has a negative effect on behaviour, and that behavioral intention significantly influences usage behaviour. Better understanding may promote social media adoption in education, and thus enhance learning for students at South Eastern University of Sri Lanka. Keywords: Social Media, Students’ Intention, Academic Purpose, UTAUT, Sri Lanka