The development and implementation of strategies for promoting cultural literacy Among university students in the digital environment

The research purposes to assess the impact of digital era on promoting cultural literacy among fine arts students in South Punjab universities. A structured questionnaire was formed that based on the published literature on culture literacy and the hypothetical foundation of Technology Acceptance Model (TAM). Proposed research model, which incorporates cultural literacy factors and the Technology Acceptance Model (TAM), is referred to as Modified Technology Acceptance Model for Cultural Literacy Promotion (MTAM-FCLP). This survey targets students from the universities, including Sadiq College Women University, The Islamia University of Bahawalpur, Khawaja Fareed University of Engineering and Information Technology, and Bahauddin Zakariya University Multan. A pilot study was conducted upon completion of 20 questionnaires to assess the reliability and validity of the data collection tool. Census sampling method was used for data collection, out of 1355 we were able to collect the data from 950 fine arts undergraduate and postgraduate students across these institutions. The authors applied Smart PLS-SEM for data analysis that disclosed strong links between the constructs showing a significant impact on cultural literacy promotion. The validity and reliability of the model were established using metrics such as Cronbach's alpha, composite reliability, and average variance extracted, achieving values of 0.5, 0.7, and 0.8, respectively. The results of the research hypotheses show that the perceived ease and usefulness of digital technology positively influence students’ attitudes and skills, thereby enhancing cultural literacy.