ARTICLE
Impact of social media use on student satisfaction in Higher Education
Shahedur Rahman,
Thiagarajan Ramakrishnan,
Louis Ngamassi,
Shahedur Rahman
College of Business, Prairie View A&M University, Prairie View, Texas
Search for more papers by this authorThiagarajan Ramakrishnan
College of Business, Prairie View A&M University, Prairie View, Texas
Search for more papers by this authorLouis Ngamassi
College of Business, Prairie View A&M University, Prairie View, Texas
Search for more papers by this authorShahedur Rahman,
Thiagarajan Ramakrishnan,
Louis Ngamassi,
Shahedur Rahman
College of Business, Prairie View A&M University, Prairie View, Texas
Search for more papers by this authorThiagarajan Ramakrishnan
College of Business, Prairie View A&M University, Prairie View, Texas
Search for more papers by this authorLouis Ngamassi
College of Business, Prairie View A&M University, Prairie View, Texas
Search for more papers by this authorAbstract
enSocial media has transformed the communication landscape for institutions of Higher Education by providing improved teaching and learning experience. However, very little is known as to whether the use of social media by Higher Education students improves their satisfaction. Grounded in social media, risk and technology acceptance literature, this paper examines Higher Education students' perceptions of social media use (SMU) and the impact of SMU on their satisfaction. Data collected from the students were analysed using Structural Equation Modelling. The study finds that: (1) perceived usefulness of social media has positive effect on the use of social media in student learning; (2) perceived risk of using social media discourages the use of the tool, and (3) SMU has positive effect on student satisfaction. The study further discusses the theoretical and practical implications of these findings.
Résumé
frLes médias sociaux ont transformé le paysage de communication au sein des établissements d'enseignement supérieur. Cependant, on sait très peu si l'utilisation de ces médias par les étudiants améliore leur satisfaction. Se basant sur la littérature relative aux médias sociaux, aux risques, et à l'adoption de la technologie, cet article examine la perception des étudiants de l'enseignement supérieur sur l'utilisation des médias sociaux et l'impact de leur utilisation. Des données recueillies auprès des étudiants ont été analysées à l'aide de la modélisation par équation structurelle. L'étude conclut que: (i) la perception de l'utilité des médias sociaux a un effet positif sur l'utilisation de ces médias par les étudiants pour leur éducation; (ii) la perception du risque lié à l'utilisation des médias sociaux décourage leur utilisation, et (iii) l'utilisation des médias sociaux a un effet positif sur la satisfaction des étudiants. L'étude discute en outre les implications théoriques et pratiques de ces résultats.
REFERENCES
- Ajjan, H., & Hartshorne, R. (2008). Investigating faculty decisions to adopt Web 2.0 technologies: Theory and empirical tests. The Internet and Higher Education, 11(2), 71–80.
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50, 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
- Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: PrenticeHall.
- Al-Bahrani, A., & Patel, D. (2015). Incorporating Twitter, Instagram and Facebook in the economics classroom. Journal of Economic Education, 46(1), 56–67.
- Al-Bahrani, A., Patel, D., & Sheridan, B. (2015). Engaging students using social media: The students' perspective. International Review of Economics Education, 19, 36–50. https://doi.org/10.1016/j.iree.2015.06.001
- Al-Rahimi, W. M., Alias, N., Othman, M. S., Marin, V. I., & Tur, G. (2018). A model of factors affecting learning performance through the use of social media in Malaysian higher education. Computers & Education, 121, 59–72. https://doi.org/10.1016/j.compedu.2018.02.010
- Anderson, T., & Dron, J. (2017). Integrating learning management and social networking systems. Italian Journal of Educational Technology, 25(3), 5–19.
- Annetta, L., Minogue, J., Holmes, S., & Cheng, M. (2009). Investigating the impact of video games on high school students' engagement and learning about genetics. Computers & Education, 53, 74–85. https://doi.org/10.1016/j.compedu.2008.12.020
- Arambewela, R., & Hall, J. (2009). An empirical model of international student satisfaction. Asia Pacific Journal of Marketing and Logistics, 21(4), 555–569. https://doi.org/10.1108/13555850910997599
10.1108/13555850910997599 Google Scholar
- Au, M., Lam, J., & Chan, R. (2015). Social media education: Barriers and critical issues. In K. C. Li, T.-L. Wong, S. K. S. Cheung, J. Lam, K. K. Ng (Eds.), Technology in education. Transforming educational practices with technology (pp. 199–205). Berlin, Heidelberg, Germany: Springer.
10.1007/978-3-662-46158-7_20 Google Scholar
- Aydin, S. (2012). A review of research on Facebook as an educational environment. Educational Technology Research and Development, 60(6), 1093–1106. https://doi.org/10.1007/s11423-012-9260-7
- Barnes, N. G., & Lescault, A. M. (2011). Social media soars as higher-ed experiments and reevaluates its use of new communications tools. Retrieved from http://www.umassd.edu/media/umassdartmouth/cmr/studiesandresearch/higherEd.pdf
- Boonsiritomachai, W., & Pitchayadejanant, K. (2017). Determinants affecting mobile banking adoptionbygeneration Y based on the Unified Theory of Acceptance and Use of Technology Model modified by the Technology AcceptanceModel concept, Kasetsart Journal of Social Sciences, 1–10. https://doi.org/10.1016/j.kjss.2017.10.005
- Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
- Brady, K. P., Holcomb, L. B., & Smith, B. V. (2010). The use of alternative social networking sites in higher educational settings: A case study of the e-learning benefirs of Ning in education. Journal of Interactive Online Learning, 9(2), 151–170.
- Cao, Y., Ajjan, H., & Haya, P. (2013). Using social media applications for educational outcomes in college teaching: A structural equation analysis. British Journal of Educational Technology, 44(4), 581–593. https://doi.org/10.1111/bjet.12066
- Cao, Y., & Hong, P. (2011). Antecedents and consequences of social media utilization in college teaching: A proposed model with mixed-methods investigation. On the Horizon, 19(4), 297–306. https://doi.org/10.1108/10748121111179420
10.1108/10748121111179420 Google Scholar
- Chan, W. T. Y., & Leung, C. H. (2016). The use of social media for blended learning in tertiary education. Universal Journal of Educational Research, 4(4), 771–778. https://doi.org/10.13189/ujer.2016.040414
10.13189/ujer.2016.040414 Google Scholar
- Chen, P., Lambert, A., & Guidry, K. (2010). Engaging online learners: The impact of web-based technology on college student engagement. Computer & Education, 54, 1222–1232.
- Chin, W. W. (1998). Issues and Opinions on Structural Equation Modeling. MIS Quarterly, 22(1), vi–xvi.
- Chugh, R., & Ruhi, U. (2018). Social Media in Higher Education: A Literature Review of Facebook. Education and Information Technologies, 23, 605. https://doi.org/10.1007/s10639-017-9621-2
- Cox, A. D., Cox, C., & Zimet, G. (2006). Understanding Consumer Responses to Product Risk Information. Journal of Marketing, 70(1), 79–91.
- Dahlstrom, E. (2012). ECAR study of undergraduate students and information technology (Research Report). Louisville, CO: EDUCAUSE Center for Applied Research.
- Dahlstrom, E., Brooks, D., Grajek, S., & Reeves, J. (2015). ECAR study of undergraduate students and information technology (Research Report). Louisville, CO: ECAR.
- Davis, III, C., Deil-Amen, R., Rios-Aguilar, C., & Gonzalez-Canche, M. S. (2012). Social media in higher education: A literature review and research directions. Tucson: The Centre for the Study of Higher Education at the University of Arizona and Claremont Graduate University.
- Davis, F. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results, Sloan School of Management (doctoral dissertation). Massachusetts Institute of Technology, Cambridge, MA.
- Debatin, B., Lovejoy, J. P., Horn, A. K., & Hughes, B. N. (2009). Facebook and online privacy: Attitudes, behaviors, and unintended consequences. Journal of Computer-Mediated Communication, 15, 83–108. https://doi.org/10.1111/j.1083-6101.2009.01494.x
- Duke, C. (2002). Learning outcomes: Comparing student perceptions of skill level and importance. Journal of Marketing Education, 24(3), 203–217.
10.1177/0273475302238043 Google Scholar
- Dunn, L. (2013). Teaching in higher education: Can social media enhance the learning experience? In 6th Annual University of Glasgow Learning and Teaching Conference. Glasgow, UK.
- Elci, A., & Devran, B. (2014). A narrative research approach: The experiences of social media support in higher education. In Proceedings of International Conference on Learning and Collaboration Technologies, Heraklion, Greece.
- Elliot, K., & Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(20), 198–2009. https://doi.org/10.1080/1360080022000013518
- Feng, S., Wong, Y. K., Wong, L. Y., & Hossain, L. (2019). The Internet and Facebook Usage on Academic Distraction of College Students. Computers & Education, 134, 41–49.
- Giannakos, M., & Vlamos, P. (2012). Educational webcasts' acceptance: Empirical examination and the role of experience. British Journal of Educational Technology, 44, 125–143.
- Glover, I., Hepplestone, S., Parkin, H. J., Roger, H., & Irwin, B. (2016). Pedagogy first: Realising technology enhanced learning by focusing on teaching practice. British Journal of Educational Technology, 47(5), 993–1002.
- Gruzd, A., Staves, K., & Wilk, A. (2011). Tenure and promotion in the age of online social media. Proceedings of the American Society for Information Science and Technology, 48(1), 1–9. https://doi.org/10.1002/meet.2011.14504801154
10.1002/meet.2011.14504801154 Google Scholar
- Guo, K. (2016). Empirical study on factors of student satisfaction in higher education. Revista Ibérica De Sistemas e Tecnologias De Informação, 11, 344–355.
- Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19, 139–151. https://doi.org/10.2753/MTP1069-6679190202
- Hamid, S., Waycott, J., Kurnia, S., & Chang, S. (2015). Understanding students' perceptions of the benefits of online social networking use for teaching and learning. The Internet and Higher Education, 26, 1–9. https://doi.org/10.1016/j.iheduc.2015.02.004
- Hemmi, A., Bayne, S., & Land, R. (2009). The appropriation and repurposing of social technologies in higher education. Journal of Computer Assisted Learning, 25(1), 19–30. https://doi.org/10.1111/j.1365-2729.2008.00306.x
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
- Hew, K. (2011). Review: Students' and teachers' use of Facebook. Computers in Human Behavior, 27, 662–676. https://doi.org/10.1016/j.chb.2010.11.020
- Hill, Y., Lomas, L., & Macgregor, J. (2003). Students perceptions of quality in higher education. Quality Assurance in Education, 1, 15–20. https://doi.org/10.1108/09684880310462047
10.1108/09684880310462047 Google Scholar
- Hodges, H. (2011). Preparing new nurses with complex science and problem-based learning. Journal of Nursing Education, 50(1), 7–12.
- Hurt, N. E., Moss, G., Bradley, C., Larson, L., Lovelace, M., Prevost, L., … Camus, M. (2012). The ‘Facebook’ effect: College students' perceptions of online discussions in the age of social networking. International Journal for the Scholarship of Teaching and Learning, 6(2), 1–24. https://doi.org/10.20429/ijsotl.2012.060210
10.20429/ijsotl.2012.060210 Google Scholar
- Jankowski, N. A. (2017). Unpacking relationships: Instruction and student outcomes. Washington, DC: American Council on Education.
- Joosten, T. (2012). Social media for educators: Strategies and best practices. Hoboken, NJ: Jossey-Bass.
- Junco, R. (2012). The relationship between frequency of Facebook use, participation in Facebook activities, and student engagement. Computers & Education, 58, 162–171. https://doi.org/10.1016/j.compedu.2011.08.004
- Junco, R., Helbergert, G., & Loken, E. (2011). The effect of Twitter on college student engagement and grades. Journal of Computer Assisted Learning, 27, 119–132. https://doi.org/10.1111/j.1365-2729.2010.00387.x
- Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
- Komiak, S., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly, 30(4), 941–960. https://doi.org/10.2307/25148760
- Kumar, N. S., Saravanakumar, K., & Deepa, K. (2015, December 11–12). On Privacy and Security in Social Media – A Comprehensive Study. Proceedings of International Conference on Information Security & Privacy. Nagpur, India.
- Lee, C. S., & Watson-Manheim, M. B. (2014). Perceived Risks and ICT Use. The Journal of Computer Information System, 54(2), 16–24.
- Legaree, B. (2014). Using Facebook to engage microbiology students outside of class time. Journal of Microbiology Biology Education, 15, 301–303. https://doi.org/10.1128/jmbe.v15i2.713
- Majchrzak, A., Beath, C., Lim, R. A., & Chin, W. W. (2006). Managing Client Dialogues during Information Systems Design to Facilitate Client Learning. MIS Quarterly, 29(4), 653–673.
- Manca, S., & Ranieri, M. (2016). Facebook and the others. Potentials and obstacles of social media for teaching in higher education. Computers & Educations, 95, 216–230. https://doi.org/10.1016/j.compedu.2016.01.012
- Marcoulides, G. A., & Saunders, C. (2006). PLS: A Silver Bullet? MIS Quarterly, 30(2), iii–ix.
- Martirosyan, N., Saxon, D., & Wanjohi, R. (2014). Student satisfaction and academic performance in Armenian higher education. American International Journal of Contemporary Research, 4(2), 1–5.
- Mazman, S., & Usluel, Y. (2010). Modeling educational usage of Facebook. Computers and Education, 55, 444–453. https://doi.org/10.1016/j.compedu.2010.02.008
- McLeod, A., Pippin, S., & Catania, V. (2009). Using Technology Acceptance Theory to Model Indifvidual Differences in Tax Software Use. Proceedings of the 15th Americas Conference on Information Systems, San Franscisco, CA, USA.
- Moran, M., Seaman, J., & Tinti-Kane, H. (2012). Blogs, wikis, podcasts and Facebook: How today's higher education faculty use social media (Babson Survey Research Group). Boston, MA: Pearson Learning Solutions.
- Ngamassi, L., Ramakrishnan, T., & Rahman, S. (2016). Use of social media for disaster management: A prescriptive framework. Journal of Organizational and End User Computing, 28(3), 122–140. https://doi.org/10.4018/JOEUC.2016070108
- Park, S., Nam, M., & Cha, S. (2012). University students' behavioral intention to use mobile learning: Evaluating the technology acceptance model. British Journal of Educational Technology, 43(4), 592–605. https://doi.org/10.1111/j.1467-8535.2011.01229.x
- Patera, M., Draper, S., & Naef, M. (2008). Exploring magic cottage: A virtual reality environment for stimulating children's imaginative writing. Interactive Learning Environments, 16, 245–263.
- Pilli, O. (2014). LMS vs. SNS: Can social networking sites act as a learning management systems? American International Journal of Contemporary Research, 4(5), 90–97.
- Piotrowski, C. (2015). Emerging research on social media use in education: A study of dissertations. Research in Higher Education Journal, 27, 112.
- Ramakrishnan, T., Jones, M., & Sidorova, A. (2012). Factors influencing business intelligence (BI) data collection strategies: An empirical investigation. Decision Support Systems, 52, 486–496. https://doi.org/10.1016/j.dss.2011.10.009
- Redecker, C., Ala-Mutka, K., & Punie, Y. (2010). Learning 2.0—The impact of social media on learning in Europe. Policy brief (JRC Scientific and Technical Report). Seville, Spain.
- Rinaldo, S. B., Tapp, S., & Laverie, D. A. (2011). Learning by Twitting: Using Twitter as a pedagogical tool. Journal of Marketing Education, 33(2), 193–203.
10.1177/0273475311410852 Google Scholar
- Ringle, C. M., Wende, S., & Will, A. (2005). SmartPLS 2.0. Retrieved on Sept 2012 from http://www.smartpls.de
- Sanchez, R., Cortijo, V., & Javed, U. (2014). Students' perceptions of Facebook for academic purposes. Computers & Education, 70, 138–149. https://doi.org/10.1016/j.compedu.2013.08.012
- Sarapin, S., & Morris, P. (2015). Faculty and Facebook friending: Instructor-student online social communication from the professor's perspective. The Internet and Higher Education, 27, 14–23. https://doi.org/10.1016/j.iheduc.2015.04.001
- Seaman, J., & Tinti-Kane, H. (2013). Social media for teaching and learning. Boston, MA: Pearson.
- Shah, N., Ahmad, K., Shabgahi, S., & Cox, A. (2016). Uses and risks of microblogging in organisational and educational settings. British Journal of Educational Technology, 47(6), 1168–1182. https://doi.org/10.1111/bjet.12296
- Sheeran, N., & Cummings, D. J. (2018). An examination of the relationship between Facebook groups attached to university courses and student engagement. Higher Education, 76(6), 937–955. https://doi.org/10.1007/s10734-018-0253-2
- Siming, L., Niamatullah, Gao, J., Xu, D., & Shaf, K. (2015). Factors leading to students' satisfaction in the higher learning institutions. Journal of Education and Practice, 6(31), 114–118.
- Smith, E. (2016). ‘A real double-edged sword’: Undergraduate perceptions of social media in their learning. Computers and Education, 103, 44–58. https://doi.org/10.1016/j.compedu.2016.09.009
- Sobaih, A. E. E., Moustafa, M. A., Ghandforoush, P., & Khan, M. (2016). To use or not to use? Social media in higher education in developing countries. Computers in Human Behavior, 58, 296–305. https://doi.org/10.1016/j.chb.2016.01.002
- Stathopoulou, A., Siamagka, N., & Christodoulides, G. (2019). A multi-stakeholder view of social media as a supporting tool in higher education: An educator-student perspective. European Management Journal. https://doi.org/10.1016/j.emj.2019.01.008
- Taylor, R., King, F., & Nelson, G. (2012). Student learning through social media. Journal of Sociological Research, 3(2), 29–35.
10.5296/jsr.v3i2.2136 Google Scholar
- Tess, P. (2013). The role of social media in higher education classes (real and virtual)—A literature review. Computers in Human Behavior, 29, 60–68. https://doi.org/10.1016/j.chb.2012.12.032
- Veletsianos, G., & Navarrete, C. (2012). Online social networks as formal learning environments: Learner experiences and activities. International Review of Research in Open and Distributed Learning, 13(1), 144–166. https://doi.org/10.19173/irrodl.v13i1.1078
- Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Towards a unified view. MIS Quarterly, 27(3), 425–478.
- Wang, Y., & Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials? International Journal of Information Management, 44, 164–177. https://doi.org/10.1016/j.ijinfomgt.2018.10.016
- Willems, J., & Bateman, D. (2011). The potentials and pitfalls of social networking sites such as Facebook in higher education contexts. In Proceedings of ASCILITE - Australian Society for Computers in Learning in Tertiary Education Annual Conference. Hobart, Australia.
- Yasar, O., & Adiguzel, T. (2010). A working successor of learning management systems: SLOODLE. Procedia Social and Behavioral Sciences, 2, 5682–5685. https://doi.org/10.1016/j.sbspro.2010.03.928
