ANALYSING THE BEHAVIOR OF STUDENTS AND LECTURERS IN USING SOCIAL NETWORKS FOR LEARNING AND EDUCATIONAL PURPOSES

Abstract

This paper aims to study the behavior and motivations of using social networks by students based
on a literature review on this topic in different regions of the world in the past 10 years. Research results
show that the majority of students use social networks for learning purposes and social presence. The
decision to use Facebook in educational communication helps to increase brand awareness, increase
student satisfaction, and positively impact student achievement. On the basis of the research results,
the authors propose a model to study the factors affecting students' decision to use social networks and
the impact of this decision on universities and students in Vietnam. The model includes 6 factors:
Subjective norm, social presence, decision to use Facebook in academic communications, brand
recognition, student satisfaction and academic achievement.