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Analysis of Social Interaction of University Students on Social Networking Sites

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 ICSESS2017
3rd International Conference of Science, Engineering and Social Sciences
Universiti Teknologi Malaysia, 17 -18 May 2017

Analysis of Social Interaction of University

Students on Social Networking Sites (SNSs)
Samuel-Soma M. Ajibade1, 2, Siti Mariyam Shamsuddin1, 2, Nor Bahiah Ahmad2

1
UTM Big Data Centre, UTM, Malaysia
2
Faculty of Computing, Universiti Teknologi Malaysia, Skudai, Johor Bahru, Johor, Malaysia
(E-mail: [email protected], [email protected],
[email protected])

Abstract— The social network has in recent times gained much ground in the 21st century generations of
internet users and this have made it an engaging communication means, most especially among university students.
As a result of this, both social and academic activities and engagements among university students are rapidly
carried out through social networking sites (SNSs) such as Twitter, Instagram, Facebook, LinkedIn, etc. All of these
are usually used by students for various purposes. In recent times, the use of SNSs has become an integral and
suitable part of day to day communication among university students. The use of SNSs has a major influence and
effect on students in enormous ways, most especially on their social interactions and relationships. The aim of this
study is to investigate the use of social network sites among university students and the impact it has on their social
relationship. A structured questionnaire was designed and distributed among the sample of students who are
considered to be active users of social networking sites. The results gotten shows that the SNSs that is mostly used
among the university students is Facebook and Twitter and we also found out that the duration of time spent on
SNSs per day is between 1- 12 hours. Findings also shows that most students make use of SNSs majorly to keep in
touch with relatives, family and friends, as this is most positive impacts that SNSs have on the students. However,
the students expressed their concerns about the security and privacy issues of SNSs as a major negative effect on
their interaction on the SNSs. Based on the research findings, the more active a student is on SNSs, and the more
conspicuous will be the student's likelihood of keeping up a private profile. The result of this study gives a sign on
how dynamic the students are on the social network sites. The review at long last present data that could be helpful
for the educators about the overall activities of students. Through this review, instructors could translate the social
structure of the systems gotten from the various activities carried out on the social network sites and in this manner
gain knowledge on the forms of social interaction of students on social network. Therefore, it is recommended that
students should explore the various activities and various security settings that are available on the SNSs as these
will make them get well-groomed in the use of the privacy settings and options. The most grounded sources of
social influence tend to be our direct associates, peers and colleagues and the more friends with private profiles a
student has, the more important will be the student's likelihood of keeping up a private profile herself.

Keywords— Social networking sites (SNSs), social interaction, Facebook, Twitter.

Introduction
The use of (SNSs) have drastically transformed the way by which human communicate.
Right from the onset, it has been used as a medium to talk about some common interest and
ideas, share pictures and compliment the face-to-face social interactions, in fact, they have so
much become dawn of change in various fields. They have so much evolved the mode of
interaction of people, the way they do communicate and their way of thinking (Weisgerber &
Butler, 2010). The advancement of social network sites has provided unique channels and new
chances in order for participation and combination to increase and also provide a good
opportunity for changing the way by which people learn (Parker & Chao, 2008; Prensky 2011).
Some common examples of SNS are Facebook, MySpace, Twitter, and Linkedin. The
participatory web, which includes social network sites such as the content-sharing sites like
Flickr and YouTube gives room for people to create or maintain connections with other people,
build their social networks, and share information in the form of podcasts, video, tweets, wikis,
blogs, RSS feeds, video, etc. (McCarthy, 2010).
The definition of social media is in various forms. Bryer and Zavatarro (2011, p. 327)
defined social network as the technology that aid social interaction, establish potential
collaborations, and facilitate deliberation across stakeholders. This forms of technologies include
blogs, wikis, media (audio, photo, video, text) sharing tools, social networking sites (such as
Facebook, twitter), and virtual worlds. Coyle and Vaughen define social network as “a
composition of people that are linked to each other through inter personal means such as
friendship, common interests or ideas” (2008, p.13). Furthermore, social network sites gives
room for users to post personal information and to communicate and associate with others in an
contemporary way such as sending public or private online messages or sharing photos online
(Pempek, Yemolayeva & Calvert, 2009). Over a decade now, social networking among
university students has become extremely popular. Social networking is used to make
connections, not only within the university environment, but also with friends outside the school.
Social networking have helped a lot of people to have that feeling of belonging to a community
and because of the increase in its popularity, academicians and economists have begun to raise
questions as whether the academic performances of students are being affected by the amount of
time they spend on the social network sites (Choney, 2010).
Now that almost all smart phones and hand held devices have the capability to access the
internet and have applications of social networking installed on them, a lot of people are thereby
worried about how smart phones with social networking applications will affect the
performances of students in school. The use of social networking became more famous and
trendy popular between 2004 and 2006, after Facebook and MySpace were established.
Facebook is the leading social network with about 1.65 billion monthly active users sharing well
over 30 billion pieces of content each month in the form of web links, news stories, blog posts,
notes, photo albums, etc. (Suzette, 2016). Twitter, a social networking and micro-blogging
service, which has an average of 500 million tweets per day and about 200 billion tweets per year
(Smith, 2017). The internet is being crowded now and that is because a lot of People are always
there to upload pictures, share videos, tell stories, and just interact and socialize with others.
(Weisgerber & Butler, 2010).
Research shows that more than two-thirds of the global online population visit and
participate in social networks and blogs (Pallis et al., 2011; Nielsen Online Report, 2009). This
means that social networks are likely to be a critical part of personal and commercial online
interaction (O’reilly & Battelle, 2009). As time goes by, more sites are being launched or closed.
Some of these sites maintain existing social networks, but others fail to retain their members.
Researchers suggest that these phenomena are important when studying and forecasting of
growth strategies of online business.
In recent years, social networking sites (SNSs) have sprung up as the Web 2.0-based
Internet medium for people to interact with one another, such as families, friends, or simply
online friends (Raacke & Bonds-Raacke, 2008). The individuals involved basically interact with
the people who are part of their extended social network (Boyd & Ellison, 2007). Moreso, SNS
provide users a profile space, upload photos, and connect with friends, family and society
(Joinson, 2008; Ezumah, 2013). Social network has enlarged globally just because of the
interactivity features of Web 2.0 technology, which provides a platform for users to interact with
friends and meet new people in cyberspace (Kwon, Daihwan, Geringer, & Lim, 2013). The users
of these social network sites form a virtual community to share interests and ideas, and so this
have made social networking to grow and become one of the web’s top activities (Kiser &
Porter, 2011).
Knowing fully well the importance of SNSs, several scholars have examined its use in
educational institutions (e.g., Pempek et al., 2009; Shen & Khalife, 2010; DeAndrea et al., 2011;
Jacobsen & Forste, 2011; Kwon et al., 2013). For example, a recent study (Duncan, & Barczyk,
2012) revealed that Facebook is changing educational institutions, and is able to improve a sense
of social learning and connectedness. In their study Kwon, et al., (2013) found that Facebook is
the most popular among students followed by Twitter. SNSs are rapid communication media
based on human needs and new information technology such as internet, 3D technologies and
web 2.0 (Hou, 2013).
This issue of security has as of late been the subject of open consideration. Through
Facebook's intricate arrangement of protection settings, clients likewise have to a great degree
nuanced control over the degree to which companions, associates, and outsiders can get to
various parts of their profile and screen their activities online. The New York Times alone has
distributed a few articles identifying with Facebook's safety efforts (Stone, 2007; Barnard, 2007)
and to examples in which data posted on an student's profile kept that student from landing a job
position (Finder, 2006).

Literature Review

Social network sites (SNSs) like Twitter, MySpace, Facebook, Flickr have engaged millions of
users globally since its inception. Various scholars and researchers that belong to various fields
have carried out research work on exploring the use of SNS in different context specifically
among high school and university students so as to be able to apprehend the importance,
practices and implications of the social networking sites.

Farkas (2007), introduced the term “social software”, as the software that allows individuals to
engage a two-way interaction. The author in her research explained that millions of social
network users spend a huge amount of time on the online social network because the SNSs have
advantages like: giving room to people to communicate and build online community, enhance
syndication by sharing and reusing; and exploiting the knowledge of others and helping people to
easily learn.

Evans (2008), describes social media as any form of expression that originates from the word of
mouth. Social network sites can influence people’s lives because of the special features that they
possess. Evans (2008), further discussed the special features of SNSs as follows: Social media
involve various avenues that aims at a huge number of audience such as blogs, photo and video
sharing, event services, email, and podcasting. The social network change over time, which
enables various social network sites to be built based on the same concepts.
A lot of research have been conducted on social network sites in various context and dimensions
which has led to and yielded different results respectively. Recent studies have discovered that
the use of SNSs literally affects the lives of participants in different ways such as: culturally,
socially, academically, psychologically, economically and politically. Tham and Ahmed (2011)
conducted a survey on college students as regards the use and implications of social network
sites. From their outcome, it was discovered that social network sites have implications on
gender as female college students were found to spend more time on social network sites than
their male counterparts. The female students network with their friends, family members,
professionals and other online communities more than the male. Another study by Oh et al
(2014) explained a positive relationship between supportive interaction and positive effects after
social network sites interaction. However, the amount of supportive interaction was not
associated with negative effects. Another study by Neelamalar and Chitra (2015) describe and
assess issues pertaining to behavior of youths and use of network in India and how these
impacted social interactions as well as social behavior. The research that was carried out
discovered that most of the youth in India belong to more than one social network sites and they
are being used for different reasons such as keeping in touch with existing contacts, creating
personality, and interact with strangers, sharing knowledge, opinions and ideas.
Bicen (2014) carried out a research work in order to explore reasons why students of university
make use of social network sites in their day to day activities. It was discovered that the students
make use of social network sites mostly for instant communication with their friends and not for
educational purposes, finding new friends and to be members of groups or following famous
people. Another study carried out by Khan (2012) examined the impact of social networking
sites on students. The study emphasized on factors that have impacts on students such as age,
gender, education, social influence and academic performance. It was discovered through the
study that students whose ages range from 15-25 years make use of social network sites more for
entertainment and some use them because to social influence.
According to Mansour, (2015), he analyzed the use of Social Networking Sites (SNSs) by the
faculty members of the School of Library & Information Science, PAAET, Kuwait. Based on the
findings, it was noted that the good information infrastructure provided by PAAET, such as
multi-tasking computers and a high-speed internet connection, enabled most of faculty members
to access SNSs frequently from their school office and school laboratory. Faculty members who
were using SNSs were considerably interested in the use of SNSs. They confirmed that
YouTube, Twitter, Facebook and blogs were used by most of them, but Twitter, Facebook and
YouTube were the major SNSs that they have profiles on. It is noted that faculty members have
adopted SNSs mainly for the purpose of communicating with others, finding and sharing
information (especially in electronic form), with peers and students and engaging students in
collaborative activities. These results are highly harmonized with the results of Moran et al.
(2012), Settle et al. (2011) and Bonk (2009) which revealed that SNSs, especially Facebook,
have become highly popular among college professors and were used mostly for communication.
Tasks using SNSs were primarily for communicating, sending/receiving messages and finding
information.

Methodology

The purpose of this study is to analyze the use of social network sites among university students
and the impact it has on their social relationship. The author conducted field interview and a
survey to measure and analyze the social interaction of students on SNSs. The survey was
randomly distributed between 100 students who are studying in Eastern Mediterranean
University, Famagusta, North Cyprus and they are considered as active users of social network
sites. These students belong to different departments of the university. Also, quantitative
technique was used to analyze the data with the use of Statistical Package for Social Science
(SPSS). The total size of the respondents is 100. These respondents have been randomly picked
across four (4) faculties based on their availability and voluntary responses. The faculties are:
School of Computing and Technology, Faculty of Business, Faculty of Tourism and Faculty of
Sciences. Based on the results of the survey, field interviews were conducted at two different
areas that are always populated within the university environment.

Result and Discussion

The data presented in the table 1 gives general information about the respondents. It shows the
gender and education status of the respondents. It shows that 57 of the respondents are male and
43 are female and also that 59 of the respondents are undergraduate students and 41are
postgraduate students.
Table 1. General Information of the respondents

Gender Education Status

Male 57 Undergraduate 59
Female 43 Postgraduate 41
Total 100 Total 100

In Table 2 below, we can see which of the SNSs that the respondents make use of, they were
allowed to choose more than one SNSs that they make use of, virtually all the students make use
of more than one SNSs. The responses show that 18% make use of Facebook and these have the
highest number of users, which is followed by 13.1% which makes use of Twitter and then
11.6% uses Instagram making it the third most used SNSs according to our findings, and these is
followed by Flickr which have 10.8% of users and then LinkedIn which has 8.3% of user. 7.5%
of the respondents make use of Myspace while 7.2% of the respondents make use of YouTube.
Google+ has 5.9% of users while Hi5 and Friendster has 5.0% and 4.6% of users respectively.
The table also shows that 8.1% makes use of some other SNS asides the ones listed in the table.
From this table, we can deduce that Facebook is the most used SNSs in the university and
currently Facebook remains the most used and most popular SNSs used in the world.
Field interview yielded similar results as regards the number of SNSs that the students make use
of. It was recorded that most students that were interviewed are active users of more than one
social network site and out of all the SNSs, Facebook has highest number of users and followed
by Instagram.
Table 2. Frequency of use of various SNSs

According to table 3 below, it shows the frequency of duration for which the respondents have
been using any of the SNSs. 7.0% of the respondents have been using SNSs for the duration of 1-
6 months, while 15.0% have been using SNSs for the duration of 7-12 months and 78% of the
respondents have been using SNSs for more than a year from the period of these survey. It shows
that most students are actually very familiar and experienced users of the SNSs.

Table 3. Frequency of duration of SNSs usage

Table 4 shows the frequency of time spent daily on SNSs. It shows that 22.0% of the respondents
spend less than an hour on SNSs on daily basis, while 45.0% spend between 1-12 hours per day
on SNSs and then 33.0% spends a duration of 13-24 hours daily on SNSs. We can therefore see
that most of the students spend between 1 to 12 hours daily on SNSs for different reasons and
purposes.
Table 4. Frequency of time spent daily on SNSs

The table 5 below shows different purposes for which the student make use of Social Network
Sites (SNSs) and they are allowed to pick more than one option since a particular student may
have more than one reason for using SNSs. 12.1% of the respondents make use of SNSs to find
information while 9.2% use SNSs to play games and 9.7% make use of SNSs to make
professional and business contacts. 16.4% of the respondents make use of SNSs to keep in touch
with family and friends and 13.3% use the SNSs to make new friend. Also, 6.5% of the
respondents make use of SNSs to get people’s opinions about different issues like politics,
education, religion and many more. 13.6% use SNSs for the purpose of sharing videos, pictures
and music while 12.4% use the SNSs to share their experiences on different issues. Finally, 6,9%
make use of SNSs for many other purposes that are not listed in the table. It can be deduced from
here that most students are really passionate about keeping in touch with their friends and family
members which is the main purpose for which the students make use of SNSs.
While conducting the field interview, a similar result shows that most students make use of SNSs
majorly to keep in touch with family and friends, as many of them stay far away from their
family and friends back at home, SNSs has made it easy to communicate and keep in touch with
them. Teenagers and youths of this generation are really after social recognition and relevance,
hence this prompts for the use of SNSs to share ones’ pictures and videos of activities, progress
and achievements therefore Facebook and Instagram are the most popular SNSs to do such.

Table 5. The purpose/reason for using SNSs

The table 6 below indicates how SNSs affects the social life of the students. They were asked
how social networking has affected their social life and 18.0% says that social networking does
not have an effect on the face to face communication that they have with their friends, family
members, colleagues and others while 35.0% responds that social network somewhat has an
effect on their face to face communication with other people and 42.0% responds that social
networking replaces most face to face communication.
According to the field interview, a similar result revealed that the social network sites have taken
over almost all of their face to face interactions with friends and family especially, as it is easy
for them to connect with lots of people that are so far away through the social network sites.
(Przybylski & Weinstein) 2012 stated that the recent advancements in communication
technology have greatly allowed billions of people to connect more easily with people great
distances away. Haley Jones 2013 also stated that the trendy technology over the past decade in
terms of social media has meant that instant messaging, Facebook, and Twitter have inevitably
taken over as the most efficient ways of communicating with each other.

Table 6. Effect of social networking on students’ social life

According to table 7, the students revealed their view on whether social networking technology
is good for learning in the university. They were asked if they think social networking
technology is good for learning in the university. 38.0% of the respondents “strongly agree” that
social networking technology is good for learning in the university, while 31.0% “agree” that it
is good to use social network technology for learning in the university. 27.0% says it is just
“fair” to make use of social network technology for learning in the university and 2.0% of the
respondents totally “disagree” that social network technology is good for learning in the
university.

Table 7. Respondents’ views on whether social networking technology is good for learning in
the university
In table 8, the views of respondents were revealed on the effect of privacy policies on social
network sites. The respondents were asked if they think privacy policies are effective in social
network sites. 3.0% of the students “strong agree” that privacy policies are effective in social
network sites while 18.0% just “just” that privacy policies are effective in social network sites
and 42.0% of the respondents totally “disagree” that privacy policies are effective in social
network sites. 36.0% “strongly disagree” that privacy policies are effective in social network
sites.
According to the face to face interview we had with few students, they were asked about the
effectiveness of the policy measures that most of this SNSs have put in place, a lot of them
lamented that they have fallen victim of internet hacking of their accounts in some social
network sites, some also mentioned the issue of impersonation, i.e. a fake account being opened
in their names and these accounts looks exactly like their own original account and all sort of
illicit pictures and posts are being posted on such accounts. From their responses, we gathered
that this act is so rampant on Facebook and Twitter more than other social network sites. We also
observed that some students are not fully aware of some of the security policies and settings that
can be utilized in these social network sites and that is why some of them fall victims of security
threats from unknown sources, while some said they are fully aware of the various security
settings that are being used by these social networking sites.

Table 8. Effect of privacy policies in social networking sites.

Conclusion
This study examined the use of SNSs by Students of EMU as it affects their social interaction.
The findings indicated that students make use of SNSs a lot and the majority of the students
make use of Facebook and Twitter more than other SNSs. The result of our study also shows that
most of the students have been using and therefore have had an account on at least one of the
SNSs for more than a year from the period of our study and a huge number of the students spend
between 1- 12 hours daily on SNSs. The results also show that majority of the students make use
social network sites for the ultimate purpose of getting in touch with their family and friends as
most students are so keen about that. However, a good number of students strongly agree that
social networking technology is as well good for academic learning in the university. In our
study, we also observed that most students expressed their feeling on how social network sites
have affected their social interaction as it has taken over almost all their face to face interactions,
since it is easy for them to communicate online with whoever they want to regardless of the
distance, they don’t see it important any longer to interact with most of their contacts face to
face.

Even though there are numerous services that are being enjoyed and utilized through these SNSs,
there are as well some concerns on the use of these SNSs and the major one is the privacy and
security issues on SNSs especially Facebook since it is the most used amongst the students. It
was gathered that lots of students are not well groomed in the use of the privacy settings on such
SNSs, hence, their reasons for being vulnerable to social network intruders. The more dynamic a
student is on SNSs, the more prominent will be the student's probability of keeping up a private
profile. Therefore, it is recommended that students should explore the various activities and
various security settings that are available on the SNSs as these will make them get well-
groomed in the use of the privacy settings and options. The strongest sources of social influence
tend to be our direct peers and the more companions with private profiles a student has, the more
noteworthy will be the student's probability of keeping up a private profile herself. Hence, it is
recommended that students should make online friends more with fellows that have private
profile. Also, some other sectors of the population such as the government sector, business
sector, industry sector, banking sector, media sector and many others should be examined so as
to get a wider view on the subject matter. It is also important to examine some other personal
attributes like the affiliation between various social network tools with language proficiency, the
level of internet experience, level of computer experience and age group.

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