Student engagement on social media in higher education : a case of Durban University of Technology’s business school students

Abstract

In this modern era, social media platforms have become an integral part of the academic regime. This study investigated the influence of social media platforms on academic engagement and collaboration among MBA students at the Durban University of Technology (DUT) Business School. In response to the growing integration of digital tools in higher education, the research aimed to assess how platforms such as WhatsApp and LinkedIn impact academic collaboration. In addition, the study aimed to assess the impact of engagement, and perceived effectiveness in an MBA context. The study employed a quantitative research design using a structured questionnaire distributed to all registered MBA students (N=83), employing the census sampling method. The data was analysed using descriptive and inferential statistics. The study reveals that social media significantly fosters academic collaboration by enabling students to share resources, engage in group discussions, and maintain flexible communication. Students who regularly engaged on these platforms reported greater participation in academic activities such as, class discussions and group assignments. Moreover, respondents perceived social media as an effective medium for enhancing academic engagement, improving access to information, and strengthening communication with peers and lecturers. The results indicate that social media tools, when used purposefully, can complement formal learning environments by promoting flexibility, peer support, and timely knowledge sharing. It is recommended that institutions leverage social media as a strategic tool in postgraduate education, particularly for part-time students navigating academic and professional commitments.