How Gender and Age Shape Faculty's Conceptualization of Social Media in Academia Between Tradition and Innovation

Demographic factors such as age and gender impact media integration in higher education and highlight unique opportunities and challenges. Using Unified Theory of Acceptance and Use of Technology (UTAUT), this research investigates the use, adoption and barriers to social media. Respondents are 1,547 English faculty from 44 countries. A quantitative research design is used to examine social media adoption under various themes such as professional and social use, academic resource access, educational effectiveness and student engagement, and information reliability. The research found significant differences of age and gender as male and younger faculty demonstrate more positive perceptions and higher engagement of social media platforms whereas female and older faculty showed lower levels of adoption, usability concerns, and lack of confidence in the reliability of social media content. Through ANOVA and t-test analyses, the findings revealed substantial generational divides in perception of educational effectiveness and professional networking about the use and adoption of social media. Correlation analysis showed that ICT knowledge and educational qualifications had a positive role in facilitating social media adoption. Performance expectancy, effort expectancy, social influence, and facilitating conditions drove technology adoption. The findings suggest mentorship initiatives, institutional policies, and tailored professional development programs to promote equitable social media integration and reduce demographic gaps in higher education. The research supports the UTAUT model by integrating gender and age has many variables and thus offers practical and theoretical insights including the use and adoption of social media platforms in higher education. Higher education institutions can harness the maximum potential of social media by overcoming these disparities to achieve professional collaboration, innovative teaching and student engagement.