Abstract
The main goal of this research is to identify some notable trends, opportunities and limitations regarding the application of social media in higher education based on studying the way students use social media during their education. The re-search is focused on the impact of social media on the process of learning, creation and distribution of education related content, as well as on education related communication. The target groups of the research are students in University of Economics Varna enrolled in different bachelor and master programs.
 An association analysis was implemented to identify the most common pat-terns regarding the application of social media in the education process. Statistical methods for testing hypothesis were used to assess the relationship between students’ specialty and derived social media patterns.
 The findings show that Facebook groups are а preferable social media tool for communication with colleagues, content sharing and distribution, while wikis and university Learning Management Systems (LMSs) are most used for content creation and additional learning. Some social media channels are more preferable for content creation and additional learning compared to scientific databases and e-books.
 Following the research results a conclusion can be drawn regarding the leading part of the students in initiating the use of social media compared to the relatively smaller role of the academic staff in this process. A medium to small relationships were discovered between students’ specialty and the application of con-tent sharing communities and forums in knowledge process with students in computer science more likely to use these social media types compared to students in economics.
Highlights
Social media unambiguously has a great impact on all areas of modern life
As an evidence for the great level of usage of Facebook group can be pointed out the high percentage of students (96%) that use it as a communication channel amongst them
The results from the online survey reveal some notable trends in using social media in higher education
Summary
It’s changed the way people communicate, express themselves and share, and the social and public life. All areas of our lives in one degree or another have changed under the influence of social media. Through the new opportunities of the different social media like social networking sites, collaborative projects, blogs, wikis, communities, forums, content platforms, etc., young people communicate freely, and can create and share their feelings, opinions and emotions. One of the areas which experienced the inevitable changes under the growing use of social media, is higher education. Students continue to use social media in universities as well as any other sphere of their lives. Educators embrace the opportunities of social media to engage students in the process of creating and sharing knowledge and in more efficient ways of communication
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