The Impact of Cultural Familiarity on Students' Social Media Usage in Higher Education

Using social media (SM) in Higher education (HE) becomes unavoidable in the new teaching and learning pedagogy. The current generation of students creates their groups on SM for collaboration. However, SM can be a primary source of learning distraction due to its nature, which does not support structured learning. Hence, derived from the literature, this study proposes three learning customised system features, to be implemented on SM when used in Higher Education HE. Nevertheless, some psychological factors appear to have a stronger impact on students' adoption of SM in learning than the proposed features. A Quantitative survey was conducted at a university in Uzbekistan to collect 52 undergraduate students' perception of proposed SM learning customised features in Moodie. These features aim to provide localised, personalised, and privacy control self-management environment for collaboration in Moodie. These features could be significant in predicting students' engagement with SM in HE. The data analysis showed a majority of positive feedback towards the proposed learning customised SM. However, the surveyed students' engagement with these features was observed as minimal. The course leader initiated a semi-structured interview to investigate the reason. Although the students confirmed their acceptance of the learning customised features, their preferences to alternate SM, which is Telegram overridden their usage of the proposed learning customized SM, which is Twitter. The students avoided the Moodie integrated Twitter (which provided highly accepted features) and chose to use the Telegram as an external collaboration platform driven by their familiarity and social preferences with the Telegram since it is the popular SM in Uzbekistan. This study is part of an ongoing PhD research which involves deeper frame of learners' cognitive usage of the learning management system. However, this paper exclusively discusses the cultural familiarity impact of student's adoption of SM in HE.