Syavina, Azrielira Callista and Ulfa, Nurist Surayya (2026) THE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND E-WOM PERCEPTIONS ON GENERATIVE ARTIFICIAL INTELLIGENCE STUDENTS USE BEHAVIOR: MEDIATING ROLE OF PERCEIVED USEFULNESS, EASE OF USE, AND RISK. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The rapid growth of generative artificial intelligence (AI) has increased its
integration into students’ academic activities. To encourage adoption, investments
in marketing efforts such as social media advertising and electronic word-of-mouth
(eWOM). However, extensive marketing exposure does not always translate to
actual use behavior, highlighting the need to understand how marketing information
shapes students’ perceptions and adoption of Google Gemini as an example for
observation. This study aims to examine the influence of Social Media Advertising
Perception (PSMAE) and eWOM Perception (PEWOM) on Google Gemini
adoption among Indonesian university students through Perceived Usefulness (PU),
Perceived Ease of Use (PEOU), and Perceived Risk (PR). The study adopts the
Technology Acceptance Model 3 (TAM 3) as a theoretical foundation. Convenience
sampling was used to gather 150 Indonesian university students. In order to collect
the data, an online questionnaire was shared and analyzed using Partial Least
Squares Structural Equation Modeling (PLS-SEM). The result indicates that
eWOM significantly influences both perceived usefulness and perceived ease of
use, where social media advertising perceptions does not significantly influence
those constructs and instead increase perceived risk. Perceived ease of use
significantly enhances usefulness and both usefulness and ease of use positively
influence behavioral intention. Meanwhile, perceived risk does not significantly
affect usefulness or intention. Furthermore, behavioral intention is found to be the
strongest predictor of use behavior. The findings suggest that students rely more on
peer-generated information than promotional messages when evaluating Google
Gemini. Additionally, perceived benefits such as ease of use and usefulness, play a
more important role in driving adoption than perceived risk. These findings
contribute to the understanding of generative AI adoption and provide practical
insights for AI companies seeking to increase user engagement among students.
Keywords: TAM, Generative Artificial Intelligence, Perceived Usefulness,
Perceived Ease of Use, Perceived Risk, Use Behavior, Adoption
No.121 Ilmu Komunikasi 2026

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