Intention to Use Social Media in Online and Blended Learning: Potential Predictors and Mediation of Collectivism

The COVID-19 pandemic has drastically impacted traditional classroom education and all the associated multi-stakeholders (Universities, teachers, and students). With education embracing online media, there is a need to develop sustainable models of education. Social media is a tool that can be effectively used to create sustainable development in higher education. In this context, this study emphasizes on the development of an empirical model for intention to use social media in online/blended learning in a multi-stakeholder (Universities, teachers, and students) context. A total of 330 samples were collected through an online survey from students/faculties of various public and private higher educational institutions in India. The data from the survey was analyzed employing Explorative Factor Analysis (EFA) using R-Studio and, Confirmatory Factor Analysis (CFA) and Path Analysis (AP) using Structure Equation Modelling (SEM) on the AMOS 20.0 software platform. Results demonstrate a significant impact of perceived privacy, perceived security, ICT facility, and trust, on the intention to use social media in educational institutions following online/blended learning methods. The mediation of collectivism is also confirmed in this study. Hence, our findings will add value to the existing literature on online/blended learning and the sustainable development of education. By implementing more stringent security and privacy policies, good Internet connectivity, better technology infrastructure, and excellent and smart features in mobile, tablets, and laptops social media and collective effort of students, instructors, and external student communities may generate trust in the stakeholders, motivating them to use social media as a tool in higher education.