Analyzing the Perception of Social Networking Sites as a Learning Tool among University Students: Case Study of a Business School in India
Authors: Bhaskar Basu
Universities and higher education institutes are finding it increasingly difficult to engage students fruitfully through traditional pedagogic tools. Web 2.0 technologies comprising social networking sites (SNSs) offer a platform for students to collaborate and share information, thereby enhancing their learning experience. Despite the potential and reach of SNSs, its use has been limited in academic settings promoting higher education. The purpose of this paper is to assess the perception of social networking sites among business school students in India and analyze its role in enhancing quality of student experiences in a business school leading to the proposal of an agenda for future research. In this study, more than 300 students of a reputed business school were involved in a survey of their preferences of different social networking sites and their perceptions and attitudes towards these sites. A questionnaire with three major sections was designed, validated and distributed among a sample of students, the research method being descriptive in nature. Crucial questions were addressed to the students concerning time commitment, reasons for usage, nature of interaction on these sites, and the propensity to share information leading to direct and indirect modes of learning. It was further supplemented with focus group discussion to analyze the findings. The paper notes the resistance in the adoption of new technology by a section of business school faculty, who are staunch supporters of the classical “face-to-face” instruction. In conclusion, social networking sites like Facebook and LinkedIn provide new avenues for students to express themselves and to interact with one another. Universities could take advantage of the new ways in which students are communicating with one another. Although interactive educational options such as Moodle exist, social networking sites are rarely used for academic purposes. Using this medium opens new ways of academically-oriented interactions where faculty could discover more about students' interests, and students, in turn, might express and develop more intellectual facets of their lives. hitherto unknown intellectual facets. This study also throws up the enormous potential of mobile phones as a tool for “blended learning” in business schools going forward.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1131399Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1334
 Therese, B.M., (2006). From lifelong learning to M-learning, In Whitelock, D. & Wheeler, S. (Eds)., The next generation: Research Proceedings of the 13th Association for Learning Technology Conference (ALT-C2006), Held 5–7 September 2006, Heriot-Watt University, Scotland, UK.Available in website: www.alt.ac.uk
 Taleb, Z. and Sohrabi, A. (2012), Procedia - Social and Behavioral Sciences, Vol.69, (2012), pp. 1102 – 1109.
 Evans, D. (2008), Social Media Marketing: An Hour a Day, Wiley, Indianapolis, IN.
 Mangold, G.W.,and Faulds, D.J.(2009), “Social media: The new hybrid element of the promotion mix”, Business Horizons, Volume 52, Issue 4, July–August 2009, Pages 357–365.
 Adamson, C. (2012). The Role of Social Media in Education. Retrieved from: http://www.icwe.net/oeb_special/OEB_Newsportal/the-role-of-social-and-mobile-media-in-education on December 12, 2016.
 Wiid, J.,Cant, M.C.,and Nell, C. (2013), Open Distance Learning Students' Perception Of The Use Of Social Media Networking Systems As An Educational Tool, The International Business & Economics Research Journal, (Online) 12.8 (2013)
 Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003.
 Kaplan, A. M., and Haenlein, M. (2010), “Users of the world, unite! The challenges and opportunities of social media”, Business Horizons, 53(1), 59–68.
 Joosten, T. (2012), Social media for educators: Strategies and best practices, Hoboken, NJ, USA: Jossey-Bass.
 Lenhart, A., Purcell, K., Smith, A., and Zickuhr, K. (2010), “Social media & mobile internet use among teens and young adults”, Washington, DC: Pew Internet & American Life Project.
 Tess, P. A. (2013), “The role of social media in higher education classes (real and virtual) – A literature review”, Computers in Human Behavior, 29, (2013), A60–A68.
 Boyd, D.M., and Ellison, N. B. (2007), “Social network sites: Definition, history, and scholarship”, Journal of Computer-Mediated Communication, 13(1), 210–230.
 Greenhow, C. (2011), “Youth, learning, and social media”, Journal of Educational Computing Research, 45(2), 139–146.
 Evans W. D. (2008),” Social marketing and children's media use”, Future of Children: Children, Media, and Technology, 18(1), 181–204
 Boyd, D. and Ellison, N. (2008), “Social network sites: definition, history, and scholarship”, Journal of Computer-Mediated Communication, Vol. 13 No. 1, pp. 210-230, available at: http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
 Thomas, M and Thomas,H. (2012), “Using new social media and Web 2.0 technologies in business school teaching and learning”, Journal of Management Development, Vol. 31, Iss 4, pp. 358 – 367.
 Hurt, N.E., Moss, G.S., Bradley, C. L., Larson, L.R., Lovelace, M., Prevost, L.B., Riley, N., Domizi, D. & Camus, M.S.(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, Vol. 6, No. 2, Article 10
 Christensen, C.M. (1997), The Innovator’s Dilemma, Harvard Business School Press, Boston, MA.
 Wankel, C. (2009), “Management education using social media”, Organization Management Journal, Vol. 6, No. 6, pp. 251-62.
 Velsamy, A. and Karthikeyan, P.(2016), Social Media In The Professional Development of B-School Faculty, International Journal of Innovative Research in Management Studies (IJIRMS) Volume 1, Issue 10, November 2016. pp.62-71
 Papacharissi, Z. (2009), “The virtual geographies of social networks: A comparative analysis of Facebook, LinkedIn and A Small World”, New Media and Society, 11(1–2), 199–220.
 Okello-Obura, C. and Ssekitto, F., "Web 2.0 Technologies Application in Teaching And Learning By Makerere University Academic Staff" (2015). Library Philosophy and Practice (e-journal). Paper 1248. http://digitalcommons.unl.edu/libphilprac/1248 retrieved on April 3, 016
 Murley, D. (2008), What Second Life taught me about learning, Law Library Journal, 100(4): 787–792.
 Reinhardt, W., Ebner, M., Beham, G. and Costa, C. (2009), “How people are using Twitter during conferences”, Creativity and Innovation Competencies on the Web, In V. Hornung-Pra¨hauser and M. Luckmann (Eds) Proceedings of Fifth Edumedia Conference, 145–156. Salzburg: Edumedia
 PCMAG (2013). Google+ Retrieved from: http://www.pcmag.com/encyclopedia_term/ on November 13, 2015
 Davis, Fred D. (1993/03)."User acceptance of information technology: system characteristics, user perceptions and behavioral impacts," International Journal of Man-Machine Studies, 38(3): 475-487.
 Mazhar, N. (2006), Technology Acceptance Model. Retrieved from: http://ezinearticles.com/?Technology-Acceptance-Model&id=202354 on March 12, 2011
 Hamade, S.N. (2013) "Perception and use of social networking sites among university students", Library Review, Vol. 62 Issue: 6/7, pp.388-397.
 Morgan, D.L. (1995), “Why things (sometimes) go wrong in focus groups”, Qualitative Health Research, Vol. 5 No. 4, pp. 516-23.