The Information Distribution Role of Facebook in Universities
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: The paper employs the theory of planned behaviour, social identity theory, social presence theory, and social exchange theory to propose a model for using the social media platform Facebook in distributing information in universities. Research design, data and methodology: Data were obtained from 618 students at Hanoi University of Industry (HaUI) in Vietnam. The study used structural equation modeling in SPSS and the statistical analysis software AMOS version 24 to explore the information distribution role of Facebook. Results: Findings reveal that subjective norms and social presence play a key role in driving students to use Facebook for studying. In addition, university administrators can boost student satisfaction and academic achievement through Facebook. Interestingly, students who strongly identify with the brand name of the university have a strong connection with the university are more likely to engage in behaviors supportive toward the university. Conclusions: These findings show that Facebook had played a key information distribution role in universities. Thus, the study provides the executive board of the university and teachers can gain new understanding of why students employ Facebook for studying as well as capitalize on the platform to improve several operational metrics such as brand identification, student satisfaction, and academic achievement.
Abstract
Purpose: The paper employs the theory of planned behaviour, social identity theory, social presence theory, and social exchange theory to propose a model for using the social media platform Facebook in distributing information in universities. Research design, data and methodology: Data were obtained from 618 students at Hanoi University of Industry (HaUI) in Vietnam. The study used structural equation modeling in SPSS and the statistical analysis software AMOS version 24 to explore the information distribution role of Facebook. Results: Findings reveal that subjective norms and social presence play a key role in driving students to use Facebook for studying. In addition, university administrators can boost student satisfaction and academic achievement through Facebook. Interestingly, students who strongly identify with the brand name of the university have a strong connection with the university are more likely to engage in behaviors supportive toward the university. Conclusions: These findings show that Facebook had played a key information distribution role in universities. Thus, the study provides the executive board of the university and teachers can gain new understanding of why students employ Facebook for studying as well as capitalize on the platform to improve several operational metrics such as brand identification, student satisfaction, and academic achievement.
참고문헌 (41)
- Ahn, H. S., "Online Teaching Barriers, Motivations, and Stress of In-Service Teachers: Renewed Challenges and Opportunities with Future Perspectives", International Journal of Learning, Teaching and Educational Research, 21(1), pp.301~322 (2022)[DOI]
- Ainin, S., "Facebook usage, socialization and academic performance", Computers & Education, 83(4), pp.64~73 (2015)[DOI]
- Ajzen, I., "The theory of planned behavior", Organizational behavior and human decision processes, 50(2), pp.179~211 (1991)[DOI]
- Aydin, S., "A review of research on Facebook as an educational environment", Educational Technology research and development, 60(6), pp.1093~1106 (2012)[DOI]
- Bagozzi, R. P., "Canonical Correlation Analysis As A Special Case Of A Structural Relations Model", Multivariate Behavioral Research, 16(4), pp.437~ (1981)[DOI]
- Baker, R. K., "Predicting adolescents’ use of social networking sites from an extended theory of planned behaviour perspective", Computers in human behavior, 26(6), pp.1591~1597 (2010)[DOI]
- Balaji, M., "Antecedents and consequences of university brand identification", Journal of Business Research, 69(8), pp.3023~3032 (2016)[DOI]
- Bhattacharya, C. B., "Consumer–company identification : A framework for understanding consumers’ relationships with companies", Journal of Marketing, 67(2), pp.76~88 (2003)[DOI]
- Sylvia Christianti BUDI, "The Effects of Experience and Brand Relationship to Brand Satisfaction, Trust and Loyalty Shopping Distribution of Consumer Philips Lighting Product in Indonesia", 유통과학연구, 19(1), pp.115~124 (2021), 한국유통과학회
- Cheung, C. M., "Online social networks: Why do students use facebook?", Computers in human behavior, 27(4), pp.1337~1343 (2011)[DOI]
- Cheung, C. M., "A theoretical model of intentional social action in online social networks", Decision Support Systems, 49(1), pp.24~30 (2010)[DOI]
- Nak-Hwan Choi, "Muslim Consumer’s Identification with and Loyalty to Halal Brand", 유통과학연구, 16(8), pp.29~37 (2018), 한국유통과학회[DOI]
- Eldegwy, A., "How sociable is your university brand? An empirical investigation of university social augmenters’ brand equity", International Journal of Educational Management, 32(5), pp.912~930 (2018)[DOI]
- Garcia, E., "Student use of Facebook for informal learning and peer support", The International Journal of Information and Learning Technology, 32(5), pp.286~299 (2015)[DOI]
- Goh, C. F., "Determinants and academic achievement effect of Facebook use in educational communication among university students", Aslib Journal of Information Management, 7(1), pp.105~123 (2018)[DOI]
- Hair, J.F., "Multivariate Data Analysis" (2006), Pearson Prentice Hall
- Hanson, T. A., "Intercollegiate athletic programs, university brand equity and student satisfaction", International Journal of Sports Marketing and Sponsorship, 21(1), pp.106~126 (2020)[DOI]
- Junco, R., "The relationship between frequency of Facebook use, participation in Facebook activities, and student engagement", Computers & Education, 58(1), pp.162~171 (2012)[DOI]
- Seung-Hoon KANG, "The Effects of Sports Sponsorship Recognition on Corporate Image, Purchasing Intention and Brand Identification", 유통과학연구, 17(10), pp.49~59 (2019), 한국유통과학회[DOI]
- Kim, C. K., "The effect of brand personality and brand identification on brand loyalty : Applying the theory of social identification", Japanese psychological research, 43(4), pp.195~206 (2001)[DOI]
- Kirschner, P. A., "Facebook® and academic performance", Computers in human behavior, 26(6), pp.1237~1245 (2010)[DOI]
- Kuenzel, S., "Investigating antecedents and consequences of brand identification", Journal of Product & Brand Management, 17(5), pp.293~304 (2008)[DOI]
- Lee, Y., "Avatar e-mail versus traditional e-mail : Perceptual difference and media selection difference", Decision Support Systems, 46(2), pp.451~467 (2009)[DOI]
- Lian, C. K., "The Impact of Stephen Covey’s 7 Habits on Students’ Academic Performance during the COVID-19 Pandemic", International Journal of Learning, Teaching and Educational Research, 21(1), pp.109~126 (2022)[DOI]
- Liao, S. -H., "Assessing the influence of supply chain collaboration value innovation, supply chain capability and competitive advantage in Taiwan's networking communication industry", International Journal of Production Economics, 19(1), pp.143~153 (2017)[DOI]
- Lu, Y., "Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory", Computers in human behavior, 25(1), pp.29~39 (2009)[DOI]
- Mael, F., "Alumni and their alma mater : A partial test of the reformulated model of organizational identification", Journal of organizational behavior, 13(2), pp.103~123 (1992)[DOI]
- Michikyan, M., "Facebook use and academic performance among college students : A mixed-methods study with a multi-ethnic sample", Computers in human behavior, 45(4), pp.265~272 (2015)[DOI]
- Nunnally, J. C, "Psychometric Theory" (1994)
- Oliveira, M. J., "Factors driving young users' engagement with Facebook : Evidence from Brazil", Computers in human behavior, 54(1), pp.54~61 (2016)[DOI]
- Paul, J. A., "Effect of online social networking on student academic performance", Computers in human behavior, 28(6), pp.2117~2127 (2012)[DOI]
- Pelling, E. L., "The theory of planned behavior applied to young people's use of social networking websites", Cyberpsychology & behavior, 12(6), pp.755~759 (2009)[DOI]
- Pinar, M., "Examining the relationship between brand equity dimensions and university brand equity : An empirical study in Turkey", International Journal of Educational Management, 34(7), pp.1119~1141 (2020)[DOI]
- Rauschnabel, P. A., "Brand management in higher education : the university brand personality scale", Journal of Business Research, 69(8), pp.3077~3086 (2016)[DOI]
- Haeruddin SALEH, "The Importance of Employees Redistribution in South Sulawesi Higher Educations, Indonesia", 유통과학연구, 20(2), pp.43~53 (2022), 한국유통과학회
- Sánchez, R. A., "Students' perceptions of Facebook for academic purposes", Computers & Education, 70(1), pp.138~149 (2014)[DOI]
- Simatupang, T. M., "The collaborative supply chain", The international journal of logistics management, 13(1), pp.15~30 (2002)[DOI]
- Venkatesh, V., "A theoretical extension of the technology acceptance model : Four longitudinal field studies", Management science, 46(2), pp.186~204 (2000)[DOI]
- White, K. M., "Improving attitude-behavior correspondence through exposure to normative support from a salient ingroup", Basic and Applied Social Psychology, 24(2), pp.91~103 (2002)[DOI]
- Wilkins, S., "Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses", Journal of studies in international education, 17(5), pp.607~623 (2013)[DOI]
- Xu, C., "It is not for fun : An examination of social network site usage", Information & Management, 49(5), pp.210~217 (2012)[DOI]