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Abstract
Recent research has discussed the opportunities associated with the use of social media tools in the classroom, but has not examined the perceptions students themselves hold about its usefulness in enhancing their educational experience. This research explores students’ perceptions of social media as an effective pedagogical tool. Undergraduate students in a midsized, private university taking a marketing course were surveyed about their social media usage and preferences as well as their perceptions regarding the use of social media in higher education. Additional qualitative data collection with students probed into motivations for social media use in education as well as instructor and university perceptions. Findings reveal openness to using social media in education, uncover interactive and information motives for its use, and offer theoretical and pedagogical implications. Importantly, we offer insights into how educators can strategically incorporate social media tools into the classroom as well as how the use of social media can potentially affect students’ views of the instructor and the university.
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