Evaluating students' social media use for extra-curricular education. (6th February 2017)

• Record Type: Journal Article
• Authors: Scholtz, Brenda; Calitz, Andre P.; Tlebere, Thabo
• Is Part Of: Journal of applied research in higher education. Volume 9:Number 1(2017)
• Page Start: 5
• Page End: 23
• Publication Date: 2017-02-06
• Subjects: Social media -- Environmental awareness; Education, Higher -- Research -- Periodicals; Education, Higher -- Research -- Great Britain -- Periodicals; 378.00711
• DOI: 10.1108/JARHE-05-2015-0039
• Languages: English
• ISSNs: 2050-7003

Abstract

Abstract : Purpose: The purpose of this paper is to investigate the uses and gratifications (U&G) theory for evaluating social media usage in higher education. The paper reports on a social media awareness campaign which was designed and implemented in a higher education context as extra-curricular content. Design/methodology/approach: A case study research approach was used and the theoretical model was adopted in a South African higher education institution where a social media campaign was conducted to improve environmental awareness. The activities of the environmental awareness campaign were conducted using popular social media such as Facebook and YouTube. The U&G theory was used to evaluate social media usage before and after the campaign. Three gratifications (or factors) of the U&G were used, namely coordination, immediate access and social presence. Findings: The findings revealed an increase in environmental knowledge during the campaign and a positive correlation was found between activity on the social media campaign and environmental knowledge. However, the ratings for the U&G gratifications were lower in the post-test evaluation than in the pre-test evaluation for all three factors. This low rating could indicate that the use of social media for these gratifications and the acceptance of social media used for extra-curricular educational purposes are low. Through qualitative feedback three other factors that influenced the usage and acceptance of the campaign social media were identified, namely: time, attitude and a fast internet connection. Research limitations/implications: One limitation of the study was the relatively small sample size of 72 students in one higher education institution. Practical implications: The findings of the study still provide deeper insight into students' usage of social media for extra-curricular education and the theoretical model can be used in other studies on social media usage. Originality/value: Whilst several studies have investigated social media use for learning, there is limited research which explores the usage and acceptance of social media for extra-curricular knowledge.