AN EMPIRICAL RESEARCH ON THE ROLE OF SOCIAL MEDIA ON STUDENT ENGAGEMENT IN PRIVATE/ PROFESSIONAL HIGHER EDUCATION

In the last decade, technology and social media applications have been developed day-by-day and have played a very important role in higher education. So, different social media applications are planning different strategies in order to engage students and even to enhance their performance. Moreover, in the Indian landscape, there is a significant increase in the engagement of social media with students. The study has been conducted to assess the importance of social media and the role played by social media in student's education. Results indicated that there are several issues pertaining to social media in student's education. The fundamental problems are not only contributing to developing knowledge but also helps them in building their personality, decision-making powers, and standard of living. Social media has molded student's mentality and it is observed that there is a positive impact on student levels of engagement. The study will explore the three major points of understanding the concept of student engagement, social media platforms are helping students and the relationship between social media and student engagement. Therefore, social media needs to shed the indifference amongst the students and make a concerted effort to implement during the student's engagement training to derive its benefits. Since this paper aims to examine the impact of social media on students'of higher education in India, particularly in Punjab. So this study used to analyze the data and found out that there exists a significant relationship between students and their decisions regarding higher education and media strategies that engage students. In addition, there is a positive influence of these strategies on students as this benefit in the decision-making process.