An empirical research on the role of social media on student engagement in private professional higher education

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The study will explore the three major points of understanding the concept of student engagement, social media platforms are helping students and the relationship between social media and student engagement.

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International Journal of Management (IJM) Volume 11, Issue 5, May 2020, pp. 86-96, Article ID: IJM_11_05_009 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=5 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.5.2020.009 © IAEME Publication Scopus Indexed AN EMPIRICAL RESEARCH ON THE ROLE OF SOCIAL MEDIA ON STUDENT ENGAGEMENT IN PRIVATE/ PROFESSIONAL HIGHER EDUCATION Raman Deep Gautam Research Scholar, IK Gujral Punjab Technical University, Kapurthala and Assistant Professor CT Institute of Management and Information Technology Jalandhar, India Dr Sanjay Kumar Bahl Director, Pyramid College of Business and Technology, Phagwara, India ABSTRACT In the last decade, technology and social media applications have been developed day-by-day and have played a very important role in higher education. So, different social media applications are planning different strategies in order to engage students and even to enhance their performance. Moreover, in the Indian landscape, there is a significant increase in the engagement of social media with students. The study has been conducted to assess the importance of social media and the role played by social media in student’s education. Results indicated that there are several issues pertaining to social media in student’s education. The fundamental problems are not only contributing to developing knowledge but also helps them in building their personality, decision-making powers, and standard of living. Social media has molded student’s mentality and it is observed that there is a positive impact on student levels of engagement. The study will explore the three major points of understanding the concept of student engagement, social media platforms are helping students and the relationship between social media and student engagement. Therefore, social media needs to shed the indifference amongst the students and make a concerted effort to implement during the student’s engagement training to derive its benefits. Since this paper aims to examine the impact of social media on students’of higher education in India, particularly in Punjab. So this study used to analyze the data and found out that there exists a significant relationship between students and their decisions regarding higher education and media strategies that engage students. In addition, there is a positive influence of these strategies on students as this benefit in the decision-making process. Keywords: social media, student engagement, higher education http://www.iaeme.com/IJM/index.asp 86 editor@iaeme.com
An Empirical Research on the Role of Social Media on Student Engagement in Private/ Professional Higher Education Cite this Article: Raman Deep Gautam and Sanjay Kumar Bahl, An Empirical Research on the Role of Social Media on Student Engagement in Private/ Professional Higher Education, International Journal of Management, 11 (5), 2020, pp. 86-96. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=5 1. INTRODUCTION In recent years, social media has tried to fulfill its role in students’ higher education, through various platforms as well as in the teaching and learning process. Higher education even has open many platforms that will help students in connecting institutions, education, and mentors. Nowadays, social media such as Facebook, WhatsApp, Twitter, You Tube are being used by the students and even by the private institutes for learning and admission purposes as it is more convenient. Social media application helps students to gather knowledge provided through the online materials, online group discussions done by some scholars, and collaborate working with online trainers. The students are engaged with the research of the study and are with the mentors this helps students to build their knowledge, and develop their critical thinking skills. However, the fact that social media is open to each and every student, pupils must be careful and should consider their benefits, impacts, and risks in higher education. This will help students in addressing their issues properly and collect the solution with the best use of social media. Social media are creating a number of users, with the explosive growth in the number of users social media has changed the style of communication, learning, adopting the culture. The teaching-learning process in higher institutions has also changed. In view of this, the impact of social media on the students would give a positive or negative impact. The study helps to understand the role of social media in academic life of students. The study will try to explore more things about the relationship between the students and social media and how that is impacting higher education. The study will highlight what level of social media that underpin students' learning and development process. The fact of understanding social media and their influence factors that attract students to use social media and that proves in the nourishment of the students. 2. UNDERSTANDING THE CONCEPT OF STUDENT ENGAGEMENT The social media application may be one of the keys that leads to increasing the number of engagements with the students. Student engagement defines the activities that make students engage in nourishing their knowledge and change their attitude. Social media helps students in exploring different fields of their choices and learn new things from them. Moreover, students are associated with the LMS lessons, which are like only one-way contact inside a classroom and allow students to learn digitally via these social media. In a digital age, many teaching patterns and strategies are affecting positively on students and are developing their engagement. Tassiopoulos (2010) examined that social media helps in bridging the gap between the students and their higher education, one of the positive factors of engagement is the integration of technology into the classroom. Due to major digital transformation that helps in building their personality, completing their work on time, understanding new concepts and implementing them in the study. Many scholars were of the view that social media were primarily used for social communication, and now due to innovation people have used it for teaching-learning purposes, basically, to enhance more interaction between students and teachers, this helps in developing engagement (Dyson, Vickers, Turtle, & Cowan, 2015; Hamid, Waycott, Kurnia, & Chang, 2015; Sugimoto, Hank, Bowman, & Pomerantz, 2015; Haenlein, 2010). According to (Subrahmanyam and Smahel, 2011) Social media encourages students to learn and perform multitask associated with their higher education like applications are helping students in creating things innovative and that http://www.iaeme.com/IJM/index.asp 87 editor@iaeme.com
Raman Deep Gautam and Sanjay Kumar Bahl becomes completely unique than others. Douglas Thomas and John Seely Browns (2011) social media have benefited students in building new cultures for learning, such as social media help them in making artists, innovative thinkers. The impact of social media on students' academic life teaches students a new mechanism to complete the task with an advanced role. It provides students to evaluate and understand their problems for developing skills (Gurcan 2015). 3. ACCESS TO SOCIAL MEDIA PLATFORMS The integration of the technology subject into the educational course, it helps in building the positive effects in students as well as in teachers and this is creating the rapid change over in the educational sector. There are many social media platforms that keep students aware of their work and their task, this helps them in keeping their tasks updated and gaining knowledge through social media. (Dewing, 2010) examined that social media helps in opening new ways for collaboration and for new discussions in various subjects like management, finance, marketing, and many others. Social media application helps them in uploading their product and helps in branding, advertising and creating awareness about the product and reaching out in the market. Even media acts as the online tool for content posting, sharing and learning. (Gurman 2015) focused on media relations, social media platforms help in maintaining their private relationship even outside the classroom. In addition to this, he even stated that students have huge opportunities associated with social media that will help them in broadening their learning and understanding skills. Social media such as Facebook, WhatsApp, Twitter, You Tube and Instagram are easily accessible, this helps in building a good relationship. Social networking sites can be engaged by the students as well as the teachers. This helps students in increasing their experience of learning and decision making. Multiple software like Microsoft Office, editing software engages students and through this, they connect various social media platforms. The relationship with various social media platforms supports students in enhancing their self-confidence and builds a strong connection and community Sobaih and Moustafa’s (2016). Junco (2011) Pupils use social media platforms like Facebook just to create networks and to share the content through a different application. Online classes conducted on skype through professors help students to access new social media platforms. These platforms help them in even clearing their doubts related to the subject. Many scholars (Davis et al., 2012; Lan, Gou, & Xi, 2011; Sobaih & Moustafa, 2016; Romero, 2015) social platforms are having great tools and techniques that help students in abating the risk related to the subject knowledge, engagement of the courses. 4. SOCIAL MEDIA AND STUDENT ENGAGEMENT The major part of the literature is related to the significant association between the student’s social media and student engagement. Social media such as Facebook, Twitter, WhatsApp, You Tube ,other social media platforms help pupils in upgrading their work, their thinking capacity and simultaneously their personality. The impacts of social media on learning as well as the attitude of students on the use of social media has changed their way of thinking and even standard of living. Ultimately, social media evolves plenty of ways of student learning through media platforms and that keeps pupils engaging. The social media application helps in covering a wide range of fields like management, technical, philosophical and so on (Al Rahmi, Michael, Joseph, & Musa, 2015). Sobaih and Moustafa (2016) have helped students to directly associate their mentors by helping to teach one-on-one and helps to build a connection between them through the learning process.In addition to this, (Al-Rahmi et al., 2015; Hamid et al., 2015) nowadays social media have carried all the activities conducted by higher education for improving their performance through collaboration with digital technology. Today’s communication via social media like Facebook, Twitter, Whatsapp http://www.iaeme.com/IJM/index.asp 88 editor@iaeme.com
An Empirical Research on the Role of Social Media on Student Engagement in Private/ Professional Higher Education directly helps in building relationships with the mentors and exchange of information through various tools such as Skype, email, text that helps in building their knowledge and lastly helps in collaboration and discussion. Higher education through social media connects those two factors (mentors & students) and this is rapidly growing in India. The technology is bringing people closer and is connecting huge opportunities through social media applications that keep students engaging and broadens their learning experience. 5. RESEARCH OBJECTIVES  To study the affect of social media strategies on decision making of the student.  To study the key factors acting as driving force to students during the process of admission. 5.1. Hypothesis Formulation H 0: There is no effect of various social media strategies on decision making of the student. H 1: There is a significant effect of various social media strategies on decision making of the student. H 0: There is no effect of key factors on students during the process of admission. H 1: key factors plays an important role in effecting decisions of students during the process of admission 6. RESEARCH METHODOLOGY The study was conducted in Punjab, particularly in three major districts like Amritsar, Jalandhar, and Ludhiana. The data was collected by structured questionnaires and conducted the survey among the students of Private/ Professional Institutes in three districts of Punjab. The quantitative research method was suitable and appropriate rather than a qualitative research technique in the study. The Quantitative data gathered was analyzed using SPSS software. Therefore, in this study, detailed information on how students gain benefits in education through social media was discovered. 6.1. Research Philosophy The study adopted the epistemology research philosophy, as this helped in understanding the benefits of the engagement happening between social media and students of private / professional institutes in Punjab. Based on the social interaction with the respondents, different factors were considered for the analysis. The analysis resulted in students having a positive impact on social media in their academic life. 6.2. Research Approach The study adopted the quantitative approach during the research as it helped in understanding the connection between the three major factors like social media, students and how is that helping to develop their higher education. The quantitative research helped to gather systematic information on data collected from three districts of Punjab. The questionnaire consisting of various questions on Likert five point scale with options Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree helped in collecting the details of the students’ engagement with particular social media applications and how that is benefitting the students. The results as depicted in the form of a numerical manner with the help of the statistical tool. The Quantitative data gathered was analyzed using SPSS software. http://www.iaeme.com/IJM/index.asp 89 editor@iaeme.com
Raman Deep Gautam and Sanjay Kumar Bahl 6.3. Research Strategy The study implemented descriptive research, as this benefited in understanding the factors considered for the major study. The three major aspects were an area of the study conducted, age factor , gender and educational background of the students were considered. The study locations like Jalandhar, Amritsar, Ludhiana were selected for the study. Various age categories were made from 18 to 26 age groups, ( Less than 18 years, 18 - 20 years, 21 – 23 years, 24 – 26 years). Both males and females were considered for the study. As the study provided equal opportunities. The respondents for the study belonged from the medical, commerce, arts, non-medical educational background. 6.4. Research Tools and Techniques Different tools and techniques were used in collecting the details of the study. The data collection was conducted using two different sources like primary sources and secondary sources. Different questions were designed to understand the attitude and impact related to social media and students. The study explored the positive details with the help of these tools. 6.4.1. Primary Data Firstly primary sources are considered to be an important form of the data collection technique; the data collected through this covers the major part engagement of the study with social media. Primary data was collected from the respondents by designing an appropriate questionnaire from the students of private /professional institutes in three districts of Punjab who mainly belonged from medical, commerce, arts, non-medical educational background. 6.4.2. Secondary Data Secondly, secondary sources are considered to be an important form of data collection techniques; The main purpose of this method of data gathering is to get detailed knowledge about the impact of the social media in the students' higher education. The study collected secondary data mainly from the journals, books, magazines of the educational institutions in Punjab. Secondary data helped in providing detailed information of the students. Sample location - The important aspect of the study is the study location. This has helped in collecting data. The study was mainly conducted under the Punjab area. Especially, the Amritsar, Jalandhar, and Ludhiana were the main part of where the research was conducted. 6.5. Sampling Technique The study adopted purposive sampling technique, as this technique benefitted the study in understanding the details of students and the usage of social media for their education. The research benefited the study because the sample that was collected from the population belonged to the selected background and this gave an accurate result for the study. Moreover, this sampling technique in which sample respondents are chosen on the basis of knowledge and judgment. The sample size for the research was 200 and responses were collected through the questionnaire. The major areas like Jalandhar, Amritsar, Ludhiana were considered. For the questionnaire, students of higher education studying in different Private/ professional institutes were taken as respondents. 6.6. Reliability and Validity The instrument used in the analysis provided reliable information to assess the validity and reliability of the collected data. In order to assess the data reliability, the alpha reliability test was carried out with the assistance of SPSS by Cronbach. Like other experts, the Alpha Value is 0.70-0.90, if the test has a good internal consistency. Nunally (1978) said it was an appropriate value if the alpha value was more than 0.70. The value of alpha in the present http://www.iaeme.com/IJM/index.asp 90 editor@iaeme.com
An Empirical Research on the Role of Social Media on Student Engagement in Private/ Professional Higher Education studies is 0.863, which shows highly accurate data obtained in this analysis. The information gathered for the analysis also explained the people's genuine opinion. 7. DATA ANALYSIS AND RESULTS Table 1 comprises of the demographic profiles of the respondents. Maximum of the students are in the age group of 21-23 years comprising 42% of the total population. Maximum no of the students are female comprising of 74% of the total population. In case of educational background, 49% of students were from commerce, 7.5% Table 1 Respondent's Demographics Frequency Percentage Less than 18 Years 10 5 18-20 Years 68 34 21-23 Years 84 42 Age 24-26 Years 38 19 Male 52 26 Gender Female 148 74 Medical 15 7.5 Commerce 98 49 Arts 46 23 Educational Background Non- Medical 41 20.5 From medical, 23% from Arts and 20.5 % from Non- Medical stream. The table 2 below portrays the use of social media like Facebbok, YouTube, Whats app and Twitter. The research conducted for the study was to understand the use of social media platforms in student’s of higher education. It was therefore found that 100% of the students use social media platforms like Facebook, You Tube, Whatsapp and Twitter. The graph below represents the same with the help of diagram. Table 2 Usage of Social media like Facebook, You Tube, Whats app and Twitter Frequency Percentage Yes 200 100 No 0 0 Usage of Social media like Facebook , You Tube , Whats app and Twitter Yes No Figure 1 Social media http://www.iaeme.com/IJM/index.asp 91 editor@iaeme.com
Raman Deep Gautam and Sanjay Kumar Bahl For Hypothesis 1 H 0: There is no effect of various social media strategies on decision making of the student. H 1: There is a significant effect of various social media strategies on decision making of the student. Table 3 Std. Error of the Model R R Square Adjusted R Square Estimate 1 .577a .333 .314 3.57216 a. Predictors: (Constant), Total_Q7.Whatareyourperspectivesonsocialmediastrategiesadopted b. Dependent Variable: TotalQ8 The model summary describes the relation between dependent variable and independent variable i.e Total impact of social media strategies on your decision making towards an institute along with Total perspectives on social media strategies adopted by professional institutes. The R value also correlation coefficient = 0.577 which indicates stronger relation between them. The R square value = 0.333 which indicates there is 33.3% variation on dependent variables ie Total perspectives on social media strategies adopted by professional institutes explained by independent variables ie Total impact of social media strategies on your decision making towards an institute The standard error of estimate is 3.57216 Table 4 ANOVAa Model Sum of Squares df Mean Square F Sig. 1 Regression 1233.359 5 246.672 19.331 .000b Residual 2475.521 194 12.760 Total 3708.880 199 a. Dependent Variable: TotalQ8 b. Predictors: (Constant) , Total_Q7.Whatareyourperspectivesonsocialmediastrategiesadopted It is found that the significance value of F test is 19.331 with p value = 0.00 which is less than the 0.05 level of significance. This indicated the model is statistically significance. So we reject the null hypothesis. The below mentioned tables describes about the coefficients; Table 5 Unstandardized Standardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) 6.349 1.185 5.357 .000 Total_Q7Whatareyourper spectivesonsocialmediastr .724 .260 .181 2.782 .000 ategiesadopted a. Dependent Variable: TotalQ8 It is obvious from the coefficient table 1.3 that the intercept is 6.349. This intercept is statistically significant. We predict the factor which affect more on dependent variables i.e. Total impact of social media strategies on your decision making towards an institute with significant p value from t values with independent variables. Our independent variables i.e http://www.iaeme.com/IJM/index.asp 92 editor@iaeme.com
An Empirical Research on the Role of Social Media on Student Engagement in Private/ Professional Higher Education Total perspectives on social media strategies adopted by professional institutes have significant p value with Total impact of social media strategies on your decision making towards an institute. Hypothesis 2 H 0: There is no effect of key factors on students during the process of admission. H 1: key factors plays an important role in effecting decisions of students during the process of admission Table 6 Adjusted R Std. Error of the Model R R Square Square Estimate 1 .593a .352 .336 3.19700 a. Predictors: (Constant), Total_Q7.Whatareyourperspectivesonsocialmediastrategiesadopted b. Dependent Variable: TotalQ10 The model summary describes the relation between dependent variable and independent variable i.e affect the choice of education institution along with Total perspectives on social media strategies adopted by factors that professional institutes. The R value also correlation coefficient = 0.593 which indicates stronger relation between them. The R square value = 0.352 which indicates there is 35.2% variation on dependent variables ie Total perspectives on social media strategies adopted by professional institutes explained by independent variables ie factors that affect the choice of education institution. The standard error of estimate is 3.19700 The below mentioned table describes about the ANOVA test: Table 7 ANOVAa Model Sum of Squares df Mean Square F Sig. 1 Regression 1074.438 5 214.887 21.023 .000b Residual 1982.840 193 10.21 Total 3057.278 198 a. Dependent Variable: TotalQ10 b. Predictors: (Constant), Total_Q7.Whatareyourperspectivesonsocialmediastrategiesadopted It is found that the significance value of F test is 21.023with p value = 0.00 which is less than the 0.05 level of significance. This indicated the model is statistically significance. So we reject the null hypothesis. Table 8 The below mentioned tables describes about the coefficients: Standard ized Unstandardized Coefficie Coefficients nts Std. Model B Error Beta T Sig. 1 (Constant) 11.257 1.061 10.612 .000 Total_Q7.Whatareyourperspectivesonsocialmediastrategies 1.135 .233 .313 4.871 .000 adopte a. Dependent Variable: TotalQ10 http://www.iaeme.com/IJM/index.asp 93 editor@iaeme.com
Raman Deep Gautam and Sanjay Kumar Bahl Table 8 reveals that there is a statistically important 11.257 intercept. This indicates that key factors play a significant role in decision making of the student during the process of admissions coefficient tables we predict the factor which affect more on dependent variables i.e. Total perspectives on social media strategies adopted by professional institutes with significant p value from t values with independent variables. Our independent variables i.e Total perspectives on social media strategies adopted by professional institutes have significant p value with Total perspectives on social media strategies adopted by professional institutes. 8. FINDINGS AND DISCUSSION The present study benefited in analyzing the role of social media in the student’s higher education in three districts of Punjab. The main idea behind the conducted research was to evaluate social media engagement in students’ in their education. The data analysis for the study conducted involved techniques like reliability test, factor analysis. Cronbach’s alpha reliability test was conducted with the help of the SPSS in order to measure the reliability of the data. The instrument used was a questionnaire that consisted of a Likert scale for scaling the statement and to determine the reliability of the study. The various factors were analyzed, like perspectives on social media strategies adopted by professional institutes, impact of social media strategies on your decision making towards an institute, key factors regarding choice of education institution majorly under curriculum, peer influence, and the environment. With the help of the test the value resulted in a range of 0.7 and more for all the questions, this means the answers for this question were highly reliable. As compared to others the one factor affecting the choice of education institution such as costs. Some aspects of the data collected were also analyzed through factor analysis. This test benefited the study in describing the variability among the variables perspectives on social media strategies adopted by professional institutes, the value in KMO and Bartlett’s test was closer to 1 and considered better, in the communalities table all factors were more than 0.3. During the study, it was observed that there was a significant impact of various social media strategies on the decision making of the student. The impact of social media strategies on decision making of the students towards an institute was found positive. Further, it was proved that social media strategies adopted by professional institutes were impactful. The key factors played a vital role in affecting the decisions of students during the process of admission. 9. CONCLUSION AND RECOMMENDATION The present study aimed at analyzing the feasibility of a social media engagement of the students. It was observed in the study that the demand for social media is increasing in Punjab. The result suggested that the conducted study shows the positive impact of social media on a student's higher education. As it was beneficial for the students to understand the problem and have their overall development through social media. The goal of this study was to examine the effect of social media on higher education for students. Following the study of the complex phenomenon, it was noted that participants actively engaged and offered truthful response, the findings indicate that higher education students use social media extensively. However, the result shows that student participation supports the idea that social media plays an important role in higher education growth. http://www.iaeme.com/IJM/index.asp 94 editor@iaeme.com
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