Impact of Social Media Engagement on Perceptions of Social Capital

Abstract

Purpose: The general objective of the study was to explore the impact of social media engagement on perceptions of social capital. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the impact of social media engagement on perceptions of social capital. Preliminary empirical review revealed that active participation on social media platforms positively influenced individuals' sense of trust, reciprocity, and belonging. However, the depth of online relationships varied, with some interactions fostering meaningful connections while others remained superficial. Individual factors such as age, socioeconomic status, and cultural background influenced the relationship between social media engagement and social capital perceptions. The study highlighted the need for further research to understand the underlying mechanisms and develop tailored interventions for maximizing the positive effects of social media on social capital perceptions. Unique Contribution to Theory, Practice and Policy: The Social Capital theory, Uses and Gratification theory and Social Identity theory may be used to anchor future studies on the impact of social media engagement on perceptions of social capital. The study provided valuable recommendations that contributed to theory, practice, and policy. It enhanced theoretical frameworks by elucidating the mechanisms through which social media engagement influences perceptions of social capital. Practical implications were identified, emphasizing the importance of strategic content creation and authentic engagement for individuals and organizations. Policy recommendations highlighted the need for regulations promoting digital literacy and online safety to foster a healthy online environment conducive to social capital formation. Future research avenues were also suggested, including longitudinal studies and comparative analyses across demographic groups and cultural contexts. Overall, the study's findings offered insights that could inform strategies for enhancing social capital in the digital age.