The Influence of Uncertainty Reduction Strategy over Social Network Sites Preference

Proliferation of social media platforms such as Facebook, Instagram, Twitter, WhatsApp, Snapchat and others among their numerous strengths unfortunately came along with some inconveniences such as uncertainty users face during communication. The aim of this study is to determine the preference of Social Networking Sites for uncertainty reduction by international students and local community. The research adopted quantitative methodology to find out international students’ preference of Social Networking Sites with respect to reducing the level of uncertainty. In line with previous research, results of the study indicate a direct relationship between preference of SNSs and low-level of uncertainty. Thus, the results reveal that active, passive and interactive strategies used by the international students play an important role in the degree of uncertainty faced by the local and international students.


Introduction
At the outset of the 21 st century, SNSs play a significant role in our lives all over the world. The globe has been completely interconnected due to the vast growth of SNSs, and today, SNSs has become fastest means of communication and social media has become the active tool to communicate in our present society having impact greatly on lives [37]. [3] [8], [9], [22], [60] maintain the use of SNSs such as WhatsApp, Twitter, Facebook; and Instagram have provided an array of means of communication for users all over the world [45]. Also, the interactive and collaborative nature of the means of communication they offer provide numerous benefits to the users [15], [34], [49]. SNSs have shown benefits of supporting interactive, collaboration among users, the proliferation and use of social media increases [1], [50], [51]. Leavey [42] explain that users share their information with others through creating of virtual communities to allow interactivity. Information that is shared with others is created with the help of the tools. studies have shown that the use of some SNSs such as Facebook, Twitter, and others have helped generate the data and information content shareable with the application of web 2.0 aim at creating information needed for global use [13], [25], [32], [59].
Faizi, Afia and Chiheb [17] reveal that over 1 billion users of SNSs are engaged in meaningful usage and this has propelled many developments in this field with interest in how users use the platforms for their needs and gratification [7], [57]. These SNSs developments are thereby influencing users' behaviours based on nationality and usage. For example many countries in the world today consider Facebook as most used platform with Asia = 79.72%, Africa = 72.43%, Europe = 76.3%, Turkey = 60.99% and United States of America = 45.2%. Also, considering Facebook usage = 69.52% globally [11]. Other platforms global usage and preference include Pinterest=13.6%, Twitter=6.11%, YouTube = 4.38%, Reddit = 3.23% and Instagram = 2.02% [2], [11]. This trend occurs due to users' activity and gratification derived from the use of these platforms which now become paramount among students since the usage is based on the dimension in communication in the school environment which is seen as multicultural networking [54]. However, most modes of communication vary from one social network to another and are determined by users' choice of the platform so as to satisfy the need for social interaction [20], [24], [62]. Thus, active users are compelled to voluntarily choose the network suitable for direct communication. This helps to reduce uncertainty based on the extensive uses and gratifications that users interact and satisfy with, unrestricted by time, place or delay when communication is demassified [52] that is the use of SNSs for communicating are affected by uncertainty due to background of users, culture and socio-economic, nationality and differences among local and international students.
Since the 21st century, people have continued adapting to the new way of life through communication and the use of social media cut across different facets of human endeavours in creating and expanding the frontiers of social network activities to improve communication, collaboration, and sharing of content [40], [47]. As stated by Berger and Calabrese [6] that the use of SNSs to maintain unique relationships receives a significant impact on the use of SNSs. Therefore, SNSs perform a vital role in the enactment of social relationships with the users' to reduce uncertainty effects while searching for information on social media platforms have improve the way and manner people interact [61], [41]. This process of reducing uncertainty has helped to improve the predictability of social behaviour, tension and conflicts, social consciousness, loneliness, leisure and entertainment, and creative expression of ones' idea [60].
The key concept of uncertainty shows human inability to understand certain behaviour that is typically presented in an social interaction that makes prevision difficult during constructive discussion [38]. However, the theory of uncertainty reduction typically searches for valuable information on the level of increase or decreases in communicating so as to measure the level of uncertainty [6], [39] and the use of uncertainty reduction in different online contexts is to connect, extend a social cycle and to make known one's personal information on a platform (social presence). This is based on the considerable amount of information both of them transmitted per time, the extensive use SNSs for effective purpose and finding solution to ambiguity and uncertainty [36]. This study typically extends the three uncertainty reduction strategies (URSs) in the context of SNSs and their mode of communicating to identify its influence on low-level of uncertainty of information. The URSs include passive, interactive and active strategies [5], [21] which frequently used to reduce uncertainty among users. The low-level of uncertainty unfolds the initial interaction before engaging with effective communication, based on the assumption that the other person communicates with an unknown or has little knowledge of conservation [6]. The primary function of URSs is to gather information on social media platforms which are overtly or covertly done; aimed at reducing uncertainty either passively, interactively or actively, this means that the URSs can be used to monitor the situation, information gathering of diversity and interactivity [28], [52], [55]. However, as online communication is inevitable and now a global phenomenon [25], the key questions are: which of the uncertainty reduction strategy is best utilized by the students? Can international students or host community identify a means through which they can communicate using SNSs to reduce their uncertainty? Do the international students, and the host community contributes immensely to address the social challenges experienced such loneliness, satisfying their psychological, motivation and social needs [11], [27]. Therefore, the present study tentatively proposes to measure uncertainty reduction strategies and low-level of uncertainty and low-level of uncertainty on the continuous preferred of SNSs usage among the host community and international students.
Previous studies typically show that the use of SNSs serve as a means of connecting international students with home countries, family and friends [19], [14], [23], [35]. Furthermore, it helps to cope psychologically and increased Second, passive uncertainty reduction strategies represents a pattern of gathering information about a target person by collecting information in an modest way [16]. An effective relationship in online communication environment such as lurking in chat-rooms or being blind copied on email messages [18]. Passive strategy uses gratification theory of communication to meet users need and to fulfil their motives because information seekers behaviours are different predicator for self-expression and interpersonal communication which require users to be primarily influenced by it and conclude based on the low-level of uncertainty of an individual's actions on SNSs. Third, interactive uncertainty reduction strategies include one uncertainty reduction process that typically involves searching for information in some specific form of direct contact with one another. To reduce uncertainty individuals must be attentive to other behaviours when there is high incentive value that could benefit them through rewards available from another person [5] [18]. The use of interactive strategies and low-level of uncertainty represent strategy to gather information through using self-disclosure, question asking and question/disclosure intimacy [4] to reduce level of uncertainty on SNSs use. Therefore, prior to the previous studies, the following hypotheses are stated as follow:

The influence of Preference of Network on Continuous Preferred SNSs usage
The potential benefits of users preference of the SNSs are acknowledged by preferred level of usage of SNSs. As previous studies show that students social-interaction have been ignited by the relationship between students' preference of network and the ability to continue the use of available SNSs [4], [5], [48], [55]. Burhanna, Seeholzer and Salem [10] stated that SNSs usage in undergraduates is found to be useful with the preference of available social network applications and this creates a social interaction, communication and sharing among the students. Also, [10] result revealed a positive relationship between hosts and international students' preference of social network and continuous preferred of SNSs use. Therefore, the following hypothesis is stated as follow: H4: Preference of Network is positively related to the continuous preferred of SNSs use.

The influence of Low Level of Uncertainty on Preferred SNSs Usage
The relationship between low-level of uncertainty and preferred SNSs usage has been proposed and tested in various forms of SNSs research [4] [5], [55], [26]. In addition, Burhanna, Seeholzer and Salem [10] found that interactive strategies have a significant effect on low level of uncertainty which also resulted to user's social attractiveness in term of SNSs use. This mutual relationship supports low level of uncertainty on continuous preferred of SNSs use and when uncertainty is low the SNSs increase, inputs, desire, users feel more comfortable and receptive to use SNSs more. For example among host and international students. Li and Peng [43] show adoption of SNSs is new topic among college students' on their media consumption patterns and the relationship between SNSs use and low-level of uncertainty among college students has become a major topic in social media research without a conclusive results. Therefore, the following hypotheses are stated as follow: H5: low-level of uncertainty is positively related to the continuous preferred of SNSs use.

Research Methodology
The conceptual model of this study is shown in Figure 1. The proposed research model consists of four factorsthree dimension of URSs, preference of network, low level of uncertainty and continuous preferred of SNSs use. The study uses these factors to examine the impact of URSs on low level of uncertainty, and preference of network and low level of uncertainty on continuous preferred of SNSs use among host community and international students.

Research Instrument
The aim of this study is to determine relationship between URSs and low level of uncertainty, and preference of network and low level of uncertainty on continuous preferred SNSs usage the host community and international student during communication with different places. This research considers the younger population and their choice of platforms. This study used quantitative study approach. In-house questionnaire was designed by the researchers to collect the data and distributed to the population of the study through WhatsApp platform and the reason for using the social platforms is to collect data through SNSs and ensure that the research is adequately measure the statistical distribution of questionnaire collected from the target population. The study adopted users of preferential of network (Facebook, Twitter Snapchat, Instagram and others -WhatsApp, Drive, DropBox, Skype, Zoom, WeChat based on their popularity that SNSs among target population and the target population of this study are the host community and international students who use the SNSs, experience visiting the SNSs pages as often as possible and subscribe to SNSs presently. All participants were asked to complete a questionnaire based on their demographic information. A total of 500 SNSs users were given the survey questions and 450 respondents completed the survey at 71.1% of initial respondents Bahire Özad

Measurement Model Assessment
It is essential to measure convergent validity and discriminant validity that is an exploratory analysis, this study examined convergent validity through Cronbach's alpha (α), composite reliability (CR) and average variance extracted (AVE) of latent variables. As shown in Table 4, that is the values of αs of the 6 latent variables were > 0.7 as recommended [12], [53]. Also, the AVE exceeded 0.5 and the CR values exceeded 0.7 as recommended by [20]. Therefore, the convergent validity is accepted.Hence, the study proceeds to measuring discriminant validity. According to Fomell and Larcker [20] to evaluate the discriminant validity for any given construct, the squared of AVE should exceed the correlations for each of the constructs. Table 5 result shows that the diagonal of the AVE is greater than the level of correlations. So, discriminant validity is accepted.

Structural Model Assessment and Hypotheses Testing
The second step is to estimate the structural model: the standardized path coefficients (β), their level of significances (p-value) the coefficient of determinants. The purpose is to measure the model fit of any proposed model and most recent studies in the field of information systems applied the use of structural equation modeling (SEM) for this purpose [9], [33]. This study employed structural equation modeling by using ADANCO to test model fits and determine path analysis. The study applied SEM to measure the impact of user preference of SNSs on continuous preferred of SNSs usage, uncertainty reduction strategies and low level of uncertainty and low level of uncertainty on continuous preferred of SNSs usage. As listed in Table 6, among the factors that influence results is the relationship between URSs and user low-level of uncertainty and this include the relationship between active URS and low-level of the uncertainty of SNSs usage (H1: β = 0.318, ρ < 0.00); the relationship between passive URS and low-level of the uncertainty of SNSs usage (H2: β = 0.263, ρ < 0.01) and the relationship between interactive URS and low-level of the uncertainty of SNSs usage (H3: β = 0.142, ρ < 0.01), Therefore, URSs do have a positive and significant impact on low-level of the uncertainty of SNSs usage also supports hypothesis 1, 2 and 3. Also, the relationship between the preference of networks and preferred SNSs usage (H4: β = 0.160, ρ < 0.01), this result shows that there is a positive and significant impact between the preference of networks and continuous preferred SNSs usage and the relationship between low level of uncertainty and continuous preferred of SNSs usage (H5: β = 0.821, ρ < 0.01). Therefore, the result shows low-level of uncertainty does have a positive and significant impact on continuous preferred SNSs usage. Therefore, all paths are supported. these results indicate that URSs has a positive and significant impact on low-level of the uncertainty of SNSs usage from the host community and international students, the low-level of the uncertainty of information on SNSs usage from the host community and international students have a positive influence on continuous preferred SNSs usage and both, host and international students' preference of networks on SNSs usage has a positive influence on continuous preferred SNSs usage.   Figure 2. presents each standardized path coefficients (β) and the coefficient of determinants (R 2 ). Thus, the study result indicates that the R 2 for low-level of uncertainty is 0.314 which is proven to be substantial and this jointly accounted for by active, passive and interactive uncertainty reduction strategies at 31.4% of the total variance of the low level of uncertainty and the R 2 for continuous preferred SNSs usage is 0.819 which proven to be significant and this jointly accounted for by low-level of uncertainty and preference of networks at 82% of the total variance of the continuous preferred SNSs usage. Therefore, the predictive power of low-level of uncertainty and preference of networks has proved to be a strong predictor of continuous preferred SNSs usage for adopting factors of SNSs usage among host and international students (See figure 2).

Discussions
This paper explores the influences of user continuous preferred use of SNSs. The present study examines the determinants of URSs to uncover the impact of preference of networks and low-level uncertainty on continuous preferred use of SNSs among the host community and international students. First, the measurement of reliability, convergent and discriminant validity is acceptable based on the exploratory factor analysis. That is, the result has good reliability and both convergent and constructs reliability are acceptable. Also, the study results show that the model is completely fit and acceptable, all the hypotheses are valid, and the relationships among variables are positive with a high significance level. The preliminary result revealed that students prefer to use the newer SNSs which in the results, shows that WhatsApp is highly preferential among other platforms which show that student media behaviours changes based on the unfolding stages of advancement in technology, making the internet interactive to the varieties of advantages over other platforms and feeling of social presence which the platform brings to host and international students.
Second, the study results found that factors of URSs play a significant function in users' low-level uncertainty on SNSs usage among host and international students which is consistent with previous studies on URSs relationship with low-level uncertainty on SNSs usage [18], [39], [55], with regards of the positive influence of URSs on low-level of uncertainty, the result obtained shows that by active, passive and interactive strategies play an important role in the degree of uncertainty about the activities of host and international students. Therefore the study suggests in the Third, the preference of networks plays an important role in the effectiveness and continuous preferred use of SNSs Therefore, the current study result indicates that the choice of networks helps students to continuous preferred the use of SNSs. Thus, the result of the current study provides a similar result to previous studies [10], [55]. Therefore, the preference of different networks makes students socially attract to SNSs. The choice of online meeting dependent on the availability of information that is meaningful for communicating to take place among the host community and international students making most of them active or continuous preferred use of SNSs [31]. Thus, the relationship between the preference of networks and users show social attraction during information-seeking behaviour and help in continuous preferred use of SNSs among the host community and international students.
Also, the result shows the low-level of uncertainty of information and its relationship with continuous preferred SNSs usage is significant to the SNSs use. Therefore, this finding suggests that students using SNSs are strongly in support of the opportunity it offers to the continuous use by professionals, friends, and family in need of information or other social supportive applications and varieties of social interaction. Interestingly, research findings show that the influence of the low degree of uncertainty and preference of networks among host and international students interfere with several information, activities, and behaviours as most users focus on positive experience, emotional satisfaction with the experience achieved from the information expected value and utility benefits [60]. Hence, the overall result shows that SNSs create and change one's characteristics and ability, interconnectivity and multi-group knowledge sharing and with the inclusion of user motivations to increase continuous preferred use of SNSs.

Research Implications
This study covers both Theoretical and managerial implication of the study, as it is explained in the work below. The section considers the implications of the URSs and its influence over choice of SNS for continuous usage.

Theoretical Implications
This study introduced the factors of URSs to explain the fundamentals of low-level uncertainty, and the influence of preference of networks and low-level certainty on continuous preferred of SNSs use. This research on URSs, lowlevel uncertainty, preference of networks and continuous preferred of SNSs use within the learning environment serves as a new area in the field of information, communication, technology, and management science. However, these study outcomes contribute towards the body of knowledge by examining the influence of uncertainty reduction strategies and preference of SNSs on continuous preferred of SNSs use among host and international students. Even though, there are many studies on SNSs, URSs and low-level uncertainty. To the best of our knowledge, this study is the first empirical study on the proposed model on the influence of uncertainty reduction strategies and preference of social network sites on continuous preferred of SNSs use and serve as an advantage to humancomputer interaction in the online networking and learning environment.
The significant relationships between active, passive, and interactive reduction strategies, preference of networks, preferred SNS usage, and low level of uncertainty reduction strategy particularly on their influence, perceptions, and behaviours among host and international students. This provides a meaningful demand for improvement on student interactivity, emotional experiences, knowledge sharing, expected value, and utility benefits of SNSs to improve on information and communication. Additionally, the theoretical implications of the study pointed out a new approach to the preference of SNSs for uncertainty reduction among host and international students. The study empirical result reveals that preference of network by the host community and the international students is significantly influenced by means of communication -deviance, anticipation and incentive value while the variables covers: information seeking, similarity, amount of communication, reciprocity, liking, non-verbal affiliate expressiveness and intimacy level of communication content which is represented by continuous preferred of SNSs use. Also, active, passive, and interactive of uncertainty reduction behaviours among host and international students and its influence on the effectiveness of different choice of SNSs. This can also help improve, examine and exploit, these factors of proposed which improve the development and exploitation of more driving factors of SNSs use has indicated that the driving factors influence active, passive, and interactive are directly support low-level of uncertainty on the use of SNSs and indirectly support user-preferred continuous use of SNSs.
Second, the findings show the influence of low-level of uncertainty among student using SNSs on continuous preferred SNSs of use. This relationship offers a great insight into host and international students' effort to gather or submit more information to reduce uncertainty about services and rewards offer by SNSs which lead to continuous preferred SNSs use. Also, the findings extend the application and usability of active, passive and interactive strategies to studies of SNSs among host and international students through URSs as suitable strategies for interactivity, information seeking and sharing and communication.

Managerial Implications
The empirical studies provide applicable implications. First, SNSs play a valuable role in the learning environment. The positive influence of active, passive, and interactive of uncertainty reduction, preference of networks, preferred of SNSs use, and low-level of uncertainty on continuous preferred of SNSs use in the learning environment. This study shows a new dimension of learning the flow of information within the institution and help communities engage (both host and international students) with the use of SNSs; in term of finding useful information, offers/rewards from the use of SNSs. As such, this study implies a high level of engagement with the use of SNSs to determine the amount of conventional information. Second, the study found that active, passive, and interactive uncertainty reduction strategies are both significantly related to users' low levels of uncertainty, while active uncertainty reduction strategies have a stronger relationship with the low level of uncertainty than others. This is because most host and international students use SNSs to search for information about a target without a direct link to the target and this involves proactive efforts to get to know the target person.
Also, the results provide important implications for educational practitioners, especially managers and practitioners on the significance of URSs, the low-level of uncertainty and preference of network among host and international students' for continuous use of SNSs and the managerial implication on this findings provide relevant information on reducing the uncertainty of SNSs among host and international students. Hence since SNSs have shown to be the current and best means of communication and managers should use the platform to provide students' needs also provide access to information so as to reduce the uncertainty during an interaction. Also, managers should be able to update, measure activities of users' and give feedback on their opinion as inactive use of SNSs can affect student emotions and motivation to communicate locally or internationally. Therefore discouraging students' frequent visits and usage SNS platforms with the preference of networks to determine the immediate response to users' comments, post and likes to fosters interaction and communication among students. Additionally, Practitioners should pay attention to the factors of other factors such as gratifications and hedonic methods to communicate with others and allow students to fully participate in online social interaction [33]. Moreso, preference of networks play a significant role in the preferred SNS usage among users, managers should enthusiastically promote posting and comment makes them feel more engaged in the communication which more likely becomes continuous preferred to use SNS usage among host and international students.

Limitations and Future Research
The study provides positive and fresh perspectives towards Influence of uncertainty reduction strategies and preference of social network sites on` preferred of SNSs use and a new direction for future research. 1. The study was designed using a cross-sectional approach can be biased in nature and the sample size might be limited to available host and international students. Therefore, a longitudinal approach to the study might be a more effective method to reflect on trending issues such as the perceptions and behavioural effects on the use of SNSs. The study survey responses indicate that (the platform do you use to reduce your uncertainty with people at home, platform do you use to communicate with people at home?) Almost participants prefer WhatsApp as their preference of SNSs as well as users' high degrees of allegiance to the use. Also, future research should focus on new and trending preference of networks or multiple preferences of networks.
Also, the study on individuals' approach of uncertainty strategies among host and international students could be done using different universities or different field. Furthermore, the influence of uncertainty reduction strategies on the low level of uncertainty should be tested on other areas especially administrative section based on content, functionality, and interactivity to enhance users' motive for SNSs use. Future study should consider specific culture or community to determine different variations on the use of SNSs.