Social Media Usage Patterns in Higher Education Institutions – An Empirical Study

Abstract

The main goal of this research is to identify some notable trends, opportunities and limitations regarding the application of social media in higher education based on studying the way students use social media during their education. The re-search is focused on the impact of social media on the process of learning, creation and distribution of education related content, as well as on education related communication. The target groups of the research are students in University of Economics Varna enrolled in different bachelor and master programs.
 An association analysis was implemented to identify the most common pat-terns regarding the application of social media in the education process. Statistical methods for testing hypothesis were used to assess the relationship between students’ specialty and derived social media patterns.
 The findings show that Facebook groups are а preferable social media tool for communication with colleagues, content sharing and distribution, while wikis and university Learning Management Systems (LMSs) are most used for content creation and additional learning. Some social media channels are more preferable for content creation and additional learning compared to scientific databases and e-books.
 Following the research results a conclusion can be drawn regarding the leading part of the students in initiating the use of social media compared to the relatively smaller role of the academic staff in this process. A medium to small relationships were discovered between students’ specialty and the application of con-tent sharing communities and forums in knowledge process with students in computer science more likely to use these social media types compared to students in economics.

Social Media Centrality in Identity (Re)construction in Higher Education

“…However, the empirical evidence of this effective use of social media by academics does not support such an argument (Tess, 2013). Aleksandrova and Parusheva (2019) confirm, in their study, this asymmetry between students and academics regarding the use of social media, noting the much less relevant role of academics in fostering this teaching-learning tool and its use as a form of communication and relationship with their students. Ferreira and Serpa (2018) warn of the importance of this dialogical relationship (in a broad sense), both between students and between them and academics.…”

“…Although the use of digital social networks is widespread among higher education students, some issues should be considered. On the one hand, not all students use them; on the other hand, there are differences in its use, even among young students (Çelebi, Selçuk, & Peker, 2018;Aleksandrova & Parusheva, 2019). For example, according to a conclusion of a very interesting study by Keep and Attrill-Smith (2017), "[…] people of different genders may use different self-presentation strategies, but they may be motivated by perception control to the same extent" (p. 562).…”

“…In the context set out above, the implementation of institutional support for teachers, many of whom are doubtful about applying social media in their teaching, is critical, in addition to being a marketing tool for attracting students (Zachos et al, 2018;Stathopoulou et al, 2019;Aleksandrova & Parusheva, 2019;Brech, Messer, Vander Schee, Rauschnabel, & Ivens, 2016;Fujita, Harrigan, & Soutar, 2018).…”

Analysis of Social Media Utilization by Students in Higher Education: A Critical Literature Review of Ghana

“…In all social media platforms, there is the aspect of gaining knowledge and exploring different things in life. Aleksandrova and Parusheva (2019) cited that Facebook, YouTube, and WhatsApp are the most widely used social media platform for learning in Higher Institutions. It documents all learning details from basic education to tertiary.…”

Informal Learning in Social Networks During the COVID-19 Pandemic: An Empirical Analysis

“…Access to the internet and social networks have increased in people's lives. The proliferation of profiles on social network such as Instagram, Facebook or YouTube contributes to social, emotional and intellectual growth through a bidirectional structure in communication [1]. These environments can be perceived as a space where an empathic and reciprocal interaction is generated based on experiences, arguments or ideas.…”