Impact of Social Media on University Student Learning Experience

Running head: IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING
EXPERIENCE
Name of the Student
Name of the University
Author Note

1IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
Abstract
Social media is one of the most used technologies of today's era because of its vast
popularity. The popularity of the tool is not just because of its socialising capability, but the
chance of its expandability is the primary factor. Different industries can use the subject of
the paper (social media) for different purposes. The universities are using the tool in
discussion to enhance its learning and teaching capability. Hence, the discussed paper aimed
at identifying the nature of impact (productive or destructive) that social media has as an
educational productivity tool. The collection of data was done through a mixed collection
methodology which accounted for secondary and quantitative data. The data post analysis
revealed that the tool in the discussion is productive and Twitter is the most adequate tool that
should be adopted by the universities to enhance their digital teaching capabilities. The paper
has been concluded by providing attention to different research questions and their answer.
Hence, in conclusion, it would be adequate to state that social media as an educational
productivity tool is productive.

2IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
Table of Contents
1. Introduction........................................................................................................................4
i. Overview.........................................................................................................................4
ii. Justification.....................................................................................................................5
iii. Outline.........................................................................................................................6
2. Literature survey................................................................................................................6
3. Research aim & Questions...............................................................................................14
4. Methodology....................................................................................................................15
i. Outline...........................................................................................................................15
ii. Research Philosophy.....................................................................................................16
iii. Research Approach....................................................................................................16
iv. Data Collection..........................................................................................................17
v. Sampling Techniques....................................................................................................18
5. Data Analysis & Discussion.............................................................................................19
6. Findings............................................................................................................................33
7. Future scope.....................................................................................................................39
8. Limitation.........................................................................................................................39
9. Conclusion........................................................................................................................39
9.1 Linking with objectives..................................................................................................40
10. References.....................................................................................................................43

3IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE

4IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
1. Introduction
i. Overview
The earth is home to over 7.6 billion people and of them, over 4 billion people have
their association with the internet. The massive surge in the number of internet users is
dependent on multiple factors and the most important driving factor for the use of the internet
is social media platforms. Social media platform has 3.196 billion users and is still growing
which cites the dominance that the subject of the paper is entertaining (Zhan et al. 2018). The
theme of the article (social media), started as a platform for connecting people socially.
However, with changing trends, different sectors have begun to leverage the social media
platforms for different purposes. Most of the areas such as industries, marketing, education
and others are using social media in ways they deem it fit (Tsay-Vogel, Shanahan and
Signorielli 2018). Marketing, promotion and sharing of ideas & thoughts are the most
prominent field in which social media are being used. The educational sector is also
attempting to leverage the social media platforms. However, the question of the viability of
social media use in the educational industry is a matter of discussion.
Social media in education can be used in multiple ways which include interacting and
sharing of information with fellow students, faculties and subject matter experts (Kaplan and
Haenlein 2016). Additionally, the institutions have also started to utilise the social platforms
to communicate with the students because it omits the barriers of geographical distances,
cultural & communications obstacles, broadcasting of notifications and similar others (Ngai
et al. 2015). Another crucial reason for the institutions to adopt social media is associated
with the “#hashtags”. The hashtags are used by the social media platforms to reflect the
trending tools, techniques or topics which assists the students to keep up with the changing
environment outside the educational campuses (Saxton et al. 2015). The social media are also

5IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
being utilised for research and data collection purposes. The mass size of users available on
the social media platform can act as the most prominent and vital participants for any
research work. Additionally, certain social media users can also perform the role of mentors
for the research works which would enable the academic researchers to conclude on more
accurate and reliable finding for their assessed work (Sobaih et al. 2016). Similarly, multiple
benefits are associated with the use of social media in the educational sector. However, the
effectiveness of the social media tools in the educational institute is a matter that needs to be
discussed.
The proposed paper aims at identifying the vitality and feasibility of the social media
tools in the universities. The aim of the paper will be based on the fact that social media has
also been considered to be one of the most distracting factors for a student. Hence, the impact
of social media in universities is in dire need of assessment which the paper aims to establish.
ii. Justification
It is evident from the overview that social media is capable of playing in the
educational institutes; however, the subject can also act as constraints for the academic lives.
The reason for the above-made statement could be supported by the fact that several types of
research have cited the adverse impact that social media is capable of having on the academic
life of a student. According to Alwagait, Shahzad and Alim (2015) social media’s use
adversely influence the time management which affects the student’s academics. Another
research work by Vorderer, Kromer and Schneider (2016) reveals that the loss of internet has
some strong response to the students which may influence their personality and perception.
Fox and Moreland (2015), also cited some similar results where the authors state that the
Facebook users do experience negative emotions, however, the fear of missing out makes
them visit the site frequently. The negative emotions that the authors have discussed are

6IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
associated with the loss of privacy & control, annoying content management, social jealousy
and comparison and others.
Hence, it would be adequate to state that social networking sites are capable of citing
some adverse effects on the students and their academic life. However, the perks offered by
social media as discussed in the section above also need to be taken into account. The results
from taking both the discussions are vague in nature and cannot be reached to a conclusive
decision. Hence, the proposed paper is aimed at answering the role of social media in the
educational institution, and the discussions above can be taken as a witness to justify the
selection of the topic. The findings from the paper will assist the readers to conclude on the
decision on whether they should adopt the social media as part of the academic operations in
an institution or should they stick to the traditional methods of education. The paper will also
prove to be viable for the readers who wish to pursue the topic and establish or deduce
theories associated with the social media and its uses. Hence, it would be adequate that the
discussed topic and discussion is not just viable in nature but will also have some real-world
implications that will prove to be of great prominence from the future perspective.
iii. Outline
The research work will be initiated by reviewing the literary works, which have been
assessed on the subject to establish a background for the proposed action. Post identification
of the available knowledge about the subject, the research aims and questions have been
discussed which is succeeded by the research methodology which includes the research
method, data collection and analysis procedure. The analysis of the data is discussed in the
next section which is succeeded by the summary of the findings. The future scope and
limitations of the research work have also been discussed before summarising the report to
conclude the paper with appropriate recommendations.

7IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
2. Literature survey
Social media are internet-based tools that are used for sharing & discussing
information by the people among the people. The information in the discussion is the user-
generated information, opinions and other prominent contents that are discussed over the
digital network. Social media has expanded itself from being an information sharing platform
to productivity tools for different industries. The industries in the discussion are marketing,
advertising, education and several other sectors. To make the social media more viable in
nature further researches have been conducted and as per the objective of the paper, the
literary work on social media and education has been reviewed in the deemed section. The
sub-sections of the discussed section have been summarised to cite the main findings from
different articles that are similar in nature to make the discussion more understandable.
Social media as a productivity tool:
According to Leftheriotis and Giannakos (2014), social media has emerged as a
primary productivity tool for the business enterprises. The major reason associated with the
dominance that social media is entertaining as a productivity tool for the business world is
because of the broad base of people available on the former. Additionally, the freedom and
ease of sharing and communicating information at a cheaper cost and effort is another
prominent reason for the mass adoption (Fuchs 2017). The prominence of understanding the
market and the associated customers is another benefit offered by the subject in discussion.
Hence it would be adequate to state that social media platforms are beneficial for the
businesses as a productivity tool. However, specific instances are also available where social
media has emerged as a significant challenge for the enterprises and have adversely impacted
the organisational goodwill (Gunitsky 2015). The situation in discussion arises when a
controversial or inappropriate post, act or comment is made by the higher official of the
businesses who is using the social media as a productivity tool. Additionally, trespassing of