The Use of Social Media in Knowledge Sharing Case Study Undergraduate Students in Major British Universities

Abstract

This study aims to investigate how the social media tools can help the exchange of knowledge between university students to build a knowledge sharing culture. The purpose of this study is to examine the influence of individual and organizational factors, social media technologies (SMT) and knowledge sharing factors, thus predicting the online user behavior towards social media knowledge-sharing. Different methods such as (PLS) were used to analyze the study results in order to consider the influence of all constructs on the framework simultaneously. Therefore, a (157) online questionnaires were collected from undergraduate students in major British universities. The results reveal that knowledge sharing behavior had five positive factors: mutual trust, reciprocity, eWOM quality, perceived usefulness and perceived online attachment motivation. Practical implications, limitations and directions for future research are also discussed.