Analyzing Social Media's Impact on University Student Learning Exp.

This thesis investigates the impact and role of social media in university student learning experiences, examining whether it serves as a productive educational tool or a distracting influence. The research employs a mixed-methods approach, incorporating both secondary and quantitative data, to analyze the effects of social media on student engagement, academic performance, and overall learning outcomes. The study explores how students and educators utilize platforms like Facebook, Twitter, and LinkedIn for formal and informal learning, considering issues involved in both traditional and online courses. It also looks at the use of social media for university teaching, alumni interaction, and proposes methodologies to enhance its usage, referencing examples from Australian and Indian universities. The analysis includes graphs, statistics, diagrams, and charts where applicable, with references in Harvard style, aiming to provide a comprehensive understanding of social media's role in modern higher education.

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

8IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
the social media applications and misusing them can also lead to a similar situation which is
undesirable in context with the business (Cardon and Marshall 2015). It does not only affect
the goodwill of the organisation but also affects it overall revenue due to the hashtags and
boycott post that social media assists in spreading.
The discussed review has enabled the author of the proposed paper in understanding
the roles that social media is capable of playing as a productivity tool. Additionally, the
benefits offered by the social media tools will also establish the base for the future
assessment of the paper. The challenges will also assist in the understanding of the problems
that social media is capable of citing if the improper use or inadequate use of the subject is
done. Hence, it would be adequate to state that the discussed section has enabled the
understanding of the traits (both positive and negative) that social media is capable of citing.
Social media in education:
The role of social media as a productivity tool in the organisation is visible from the
above-reviewed articles, and it is evident that they are efficient and effective in their
designated work. However, the scope offered by social media is not limited to the
commercial organisations but also extends to educational institutions. The impact and role of
social media have been discussed by Greenhow and Lewin (2016), in their paper. The authors
have stated that social media is capable of offering significant benefit to the educational
institutes and its associates. The authors of the reviewed papers have also provided an insight
into the interests of the social media in the academics. One of them states that the subject
enables the students to connect with the subject matter expert and seek for guidelines & help
for a specific topic (Davis III et al. 2015). The reason for the discussed benefit is that the
social media is a platform were over 3 billion people are associated and following the experts
enable the students to gain new insights about their relevant subject (Zhan et al. 2018).

9IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
Additionally, the ease of communication offered by the social media platforms also enables
the students to clarify their doubts. The expert in the discussion could be from the same
college or university or another part of the globe.
Another significant benefit offered by the social media in the educational institute is
that it provides a comfortable and feasible channel for communication between the institution
and the students (Selwyn and Stirling 2016). The increase in e-learning is attracting a lot of
non-native students who learn from remote areas or are unable to access the regular classes.
The institutions to communicate with them have adopted the services of social media tool.
YouTube and Facebook, Google Plus groups, have emerged as the most prominent social
media tool for this type of communications. Broadcasting of information, announcement
makings and other similar activities are the most prominent use of social media by the
institutions (Perrin 2015). Additionally, the subject offers opportunity of developing
engagement between the student and the university that would be of great assistance in
mitigating the issues faced by the students.
Research processes also earn a buff because of the adoption of the social media as part
of the productivity tool for academics (Ngai, Tao and Moon 2015). The subject monitoring
tools and broad base of the audience are the most crucial factors that enable the researching
benefits offered by the subject in academics. The academic or scholarly researchers can
conduct a survey or drop a post and based on the reviews they can analyse the impact of their
research subject and how people feel about it. Additionally, the experts available on the social
media will increase the reliability of the findings from the research (Houston et al. 2015). The
platform also offers different discussions and current trends and technologies which the
students can compile and in the process develop useful contents and topics for their research
work. The platforms also enable the students working in the group to communicate and share
information to enhance the quality of offering (Cardon and Marshall 2015). Hence, it would

10IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
be justified to state that social media tools and platform can play a significant role in the
research works.
Technological and social benefits of personal media in Educational institutions
Social media benefits in education are not limited to the communication and sharing
of information only but further extends to technological and personal advantages. The
personal benefits in the deemed scenario refer to the individual level benefits that the subject
entertains to both the student and the institution. The students through the use of social media
as a productivity tool enhance their social skills, credibility and others while the institutions
can use it as Learning management system (LMS), use its networking capability to deliver
online educational modules, administrative activity management and others (Balakrishnan,
Liew and Pourgholaminejad 2015). The LMS in discussion includes the IM (Instant
Messaging), video forums for sharing of information and other primary educational facilities.
It enables the institution to attract online students. The benefits of marketing, advertising and
similar others are standard with the benefits posted. On the contrary, the students avail the
opportunity of building credibility for themselves. Through reflection on their educational
background, they can gain exposure that would develop their credibility and attract the
attention of the experts of the relevant field (Balakrishnan and Gan 2016). Additionally,
developing a brand through social media will enable the students to build a portfolio that
would prove to be crucial for their career.
Hence, from the review of the articles above it would be justified to state that the
social media offers prominent advantage to the educational institutes. Additionally, it also
offers the individual benefit to the institution and the students as well.
Social media challenges and effects on education

11IMPACT/ROLE OF SOCIAL MEDIA IN UNIVERSITY STUDENT LEARNING EXPERIENCE
Social media as discussed in the section above can offer extended benefits however
specific articles have also stated the adverse of the above findings. The reports in the
discussion have stated that the subject can develop certain criticality for the student and their
personality. Hence, it is of great prominence that the issues posed by the social media should
be brought into the discussion and the deemed section aims at attaining that objective.
A survey by the ECAR (Educause centre for analysis and research) states that 65.1%
of participating student believed that they would like to keep their personal and academic life
separate (Sánchez, Cortijo and Javed 2014). Another notable fact is that the percentage
gradually increased from 43.5 % in 2012 to the above mentioned figure in 2015 which could
be taken as evidence to state that the students are not comfortable with the idea of social
media being part of their social life. Additionally, it has also been identified that University
of Washington students stated that only 28% of them believed that the student devices and
other outside class resources were put to adequate utilisation. The image attached below acts
as a reference to the challenges that social media is citing and is adopted from the survey by
the ECAR.