Abstract
The rapid development of social media poses a multitude of considerations on this technology adoption. The emphasis in literature is put mainly on student or teacher perspective and less emphasis is dedicated upon administrators who also represent an important group of stakeholders. The aim of the study is to examine the phenomenon of potential educational use of social media at the public institutions of adult education based on administrators’ lived experience, taking into account how administrative factor influences social media adoption in education. The findings reveal that admitting the advantages of social media use, administrators also identify certain problematic areas and have cautious attitudes towards social media in education.
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