THE USE OF LINKEDIN BY SAUDI ARABIAN ORGANIZATIONS: IMPLICATIONS FOR CAREER DEVELOPMENT OF STUDENTS

 

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The use of LinkedIn by Saudi Arabian Organizations: Implications for Career Development of students

Chapter Two: Literature Review

2.1 Chapter Overview

This chapter provides an overview of previous research on adoption and application of technology at the individual and organizational levels, and particularly the adoption and application of social media technologies. It also introduces the framework for the study, which comprises the focus of the research described in this study. As such, the context of the literature to be reviewed is set through the interrogation of various aspects of published evidences that informed the study that was undertaken.

The main purpose of the review of literature was to undertake a survey of previous studies that have been undertaken in the area of social media technologies as advancements of technologies employed in the contemporary environment and society. This review was undertaken to scope out the requirement of the collection of key data for the primary research that was conducted and thus informing the research design process undertaken in this study. Indeed, the approach adopted in this review of literature is consistent with the current practice employed in work related to grounded research. Indeed, the current good practices of research that have gained wide acceptance by researchers indicate that researchers needed to familiarize themselves with the extant researches prior to the collection of their own data, although this approach often contradicts the advice provided originally related to grounded theory.

Therefore, by undertaking a review of literature, the interrogation of previous work is appreciated and thus served various purposes. Firstly, appreciation of previous studies guarded against the risk of overloading the stage associated with the collection of data in the study. Secondly, a sense of the perspective of the topic under study was maintained by interrogating the findings from existing literature into a review that is formalized. Thirdly, the meaning of the data that was derived from the data analysis stage of the study could be analyzed critically against the opportunities provides by the information gained in the process of reviewing previous literature.

This review of literature benefited immensely from a wide range of sources of secondary data obtained from online sources, which served as critical bibliographic tools that were used to identify relevant publications for review. Specifically, databases such as EBSCOhost, ProQuest, and ScienceDirect among others, which are hosted in search engines such as Google Search and Microsoft Academic were instrumental in accessing relevant secondary resources that have been published over time. As such, publications that met the relevance and currency criteria were obtained from the literature of various academic disciplines such as science and technology, education, social media and emergent information and communication technologies, psychology, organization science, strategic management and sociology. However, this search was undertaken with frequent reference to the research questions to ensure that they met the relevance criterion.

In this aspect, the review of literature has been structured to dwell on the various pertinent evidences through the following sections that were guided by the research questions identified as being relevant for this study. As such, the identified literature was to inform the different aspects of adoption of LinkedIn related to influence of the size of the firms, nature of industry, education, gender and power distance. The approach employed for identifying such literature began from the wider concepts related to adoption of technology, which narrowed down to adoption of social media influencing career development in Saudi Arabia.

To this end, the literature obtained was interrogated under various topics starting from a general approach to a more specific approach, by employing the following structure. First, the evidences related to the adoption of technologies are provided, under this section, extant theories that inform technology adoption are reviewed. In addition, the various aspects of technology adoptions related to the individual and the organization, the size of the firm and the nature of industry in which technologies have been adopted are reviewed. Secondly, the literature related to the uptake of social media as a technology that has been adopted by various organizations and the particular aspects related to social media uptake such as the extent of uptake, and the application of groups, display of skills and use of endorsements are reviewed. Third, the literature reviewed focuses on the application of social media in higher education. Fourth, the literature related to social media adoption and application in Saudi Arabia is reviewed with a focus on tat related to the role played by the national culture, specifically the literature related to gender and power distance that is unique to Saudi Arabia.

2.2. Technology adoption

This section delved into the literature associated with adoption of technology and the various factors that influence and explain such adoption such as the theoretical foundations, individual and organizational adaptation, and influences of the firm size and the nature of industry that have influenced such adoption.

2.2.1. Theories of technology adoption

Adoption of technology is a complex process that has attracted active and vibrant research activity that is cognizant of the prevalence and rapid development in technologies and their pervasiveness in individual, organizational and societal spheres. As such, adoption of technologies is a social process inherently, is a developmental process and involved a variety of individual constructs that are premised on the malleability of perceptions that inform the decisions made influencing the adoption decisions therein. As such, various theories pertaining to adoption of technology have been developed and recorded in literature. Indeed, these theories have benefited greatly from the underpinnings and principles in diverse disciplines such as psychology, sociology and information technology (Almazroi 2017).

Generally, these theories can be categorized by their purpose, focus and goal as explained by various studies (Karim & Rampersad 2017b; Ozturk 2010). Firstly, the theories that focus on technology, the organization using the technology and the environment in which the technology is employed (TOE) are called diffusion theories and include diffusion of innovation (DOI) theory and technology lifecycle theory. Secondly, the theories that focus on the interests of a rational user are categorized as user acceptance theories and include Theory of Reasoned Action (TRA), Theory of Planned Behaviour (TPB), Technology Acceptance Model (TAM), Motivational Model, and unified theory of acceptance and use of technology (UTAUT). Thirdly, the theories focusing on the interest of a rational organization and management are grouped as decision making and problem solving theories and include Rational Choice Theory/ Game Theory, Decision Making under Uncertainty, Risk Management Change Management Media Richness Theory. Fourthly, theories that focus of the cognitive interest of the individual are grouped as personality theories and include Technology Lifecycle Theory and Social Cognitive Theories (SCT), which are not related to technology directly. Finally, theories that focus of the strategic interest of organizations are categorized as organizational structure theories and include theories such as the Disruptive Technology Theory and the Creative Destruction Theory. In addition, theories can be categorized depending on whether they focus on the individual level or the organization level of adoption of technology.

For the purposes of this review, while not all these theories can be interrogated in this limited space, literature related to five theories that have been instrumental in underpinning adoption of new technologies is treated in details.

2.2.1.1 Diffusion of innovation (DOI) theory

The theory of diffusion of innovation (DOI) was advanced by Roger in 1995, who asserted that the adoption of innovations was influenced mainly by 4 elements, which included the innovation, the communication channels, the tome and the social system in which the innovations were presented. While this theory is applicable by individuals and organizations alike, the focus on the adoption behavior by the individual has been the focus provided by Roger, wherein he interrogated the socioeconomic status, communication behavior and personality values of the individual (Ozturk 2010). Regarding the influence of socioeconomic status of the individual on the adoption of technology, the theory finds that such adoption was riskier and costlier when undertaken early that when undertaken later, and that such adoption involved people in high economic status because of their higher likelihood to afford the adoption of uncertain innovations. The influence of communication behavior is premised on the extensive involvement of innovators and early adopters of innovation in deep and wide communication with members of a social system in which they exist. As such, extensive social participation that is premised on interpersonal networks that are far reaching within and outside the realms of the social system were facilitative to the process of adoption of new innovations. The influence of personal values was underpinned in the personal traits that were displayed by individuals that had an affinity for innovativeness and innovations. According to the DOI theory, the personality of early adopters was characterized by a high affinity towards risks, uncertainties and changes (Ozturk 2010).

2.2.1.2Theory of Reasoned Action (TRA)

The theory of reasoned action (TRA) is premised on various socio-psychological constructs and concepts explaining and predicting the behavior of humans as conceptualized by Fishbein and Ajzen (Ozturk 2010). The theory asserts that the purchasing behavior of individuals was informed by intent, attitude, and the extant subjective norms. As such, the adoption of technology is premised on the intentions of use and the attitudes related to the technology exhibited by the individual, which in turn are premised on the beliefs and opinions of the adoption behavior that is informed by the motivation to comply while gaining credence from the opinions of others.

2.2.1.3 Theory of Planned Behaviour (TPB)

The theory of planned behavior (TPB) is an extension of the theory of reasoned action (TRA) but advances that precept of individuals exhibiting inability to control their behavior due to challenges related with opportunities and resources. As such, according to this theory, while behavior is influenced control, subjective norm and attitude of the individual, internal and external obstacles may prevent the exhibition of certain behaviors, which is the concept that this theory augments over the theory of reasoned action. In other words, the perceived behavioral control (PBC), which is underpinned on perceived facilitation and control beliefs, may influence the adoption of technology (Alzahrani 2011).

2.2.1.4 Technology Acceptance Model (TAM)

The technology acceptance model borrows heavily from the theory of reasoned actions but with specific focus on the adoption of computer technology instead. According to the theory, adoption of computer technology is premised on its perceived usefulness and perceived ease of use, which influenced the exhibited attitudes and behavioral intensions. Indeed, these perceptions of usefulness and ease of use are modified by external variables extant in the environment surrounding the individual such as the workplace. Contrastingly, technology is rejected by the individual when these two variables cannot be justified and rationalized.

Almazroi (2017) reported on two extensions of the technology acceptance model that have been developed and termed as TAM2 and TAM3. Specifically, TAM2 includes cognitive instrumental processes and social influence as influencers of perceived usefulness articulate in the basic technology acceptance model. As such, from this precept, technology can be adopted by an individual who finds its approval among peers, regardless of personal opinion considerations. In addition, TAM3 is an advancement of the technology acceptance theory incorporating acceptance of technology as an added component of the ease of use articulated in the basic model.

2.2.1.5 Unified Theory of Acceptance and Use of Technology (UTAUT)

The unified theory of acceptance and use of technology (UTUAT), which was developed and tested by Venkatesh and colleagues, is premised on determinants that inform behavioral intensions to utilize a given technology, determinants of technology utilization and contingencies that exert influence on intentions and behavior (Venkatesh & Zhang 2010). Specifically, according to Venkatesh and Zhang (2010), behavioral intensions to utilize a technology are determined by social influence, effort expectancy and performance expectancy. In addition, technology use is determined by intentions in behavior and conditions that would facilitate such use. Further, the contingencies altering intensions and behaviors include voluntariness, experience, age and gender.

2.2.2. Individual adoption – TAM, UTUAT

Adoption of technology by individuals is influence by the beliefs, attitudes and intentions of the individual and can be explained by supporting theoretical frameworks such as the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTUAT). According to Karim and Rampersad (2017b), these theories are useful in describing adoption of technology at the individual level because they delve into the approaches towards technology exhibited by individuals, the reasons behind the adoption or rejection of technology, the time in which such technology is found acceptable and the circumstances that influence such adoption.

2.2.3. Organizational Adoption – TOE

Adoption of technology in organizations is influenced technological frames, which embody the assumptions and expectations expounding purpose of the technology and the manner in which the technology should be utilized. These technological frames can emerge from within or outside the organization, and being social constructs, different individuals in organizations may hold different opinions regarding the purpose and usage of technology (Treem et al. 2015). In other words, the reaction of people in organizations towards new technology is influenced by whether their first encounter with the technology has occurred within or outside their organizations. Various technological, organizational and environmental aspects influence the adoption of technologies in organizations and various studies have been undertaken to illustrate such influence.

Venkatesh and Zhang (2010) expounded these aspects and the manner in which they influenced the adoption of technology at the organizational level. Firstly, the technological component of the technology-organization-environment (TOE) frameworks was premised on the internal and external technologies that were pertinent to the organization. The implementation of new technology in an organization was influenced by technologies already existing in the organization and the technologies that were planned to be implemented in the organization, which was reliant on the technological features characterizing the context in which they are employed.

Secondly, various organizational aspects and features tended to facilitate or hinder the process of adopting technology. Features that have been identified to influence the adoption process include the structure and the size of the organization, the level of support provides by the management in the organization, and the human resource available in the organization. As such, Venkatesh and Zhang (2010) asserted that organizations that had a highly skilled human resource, and that had supporting policies and regulations were better equipped to facilitate the adoption of technology. In the same breadth, an organization with senior managers who were highly skilled was better equipped to overcome the obstacles presented by the technology adoption process. Thirdly, the environment in which an organization existed could facilitate or stifle the adoption of technology in the organization. Venkatesh and Zhang (2010) identified environmental aspects related to an organization as comprising of policies and intentions of the government, competitors and commerce. In this aspect, adoption of new technologies could be facilitated by the pursuance of aggressive technology-related policies emanating from the fierce competition that the organization was experiencing.

A study undertaken by Almubarak (2017) provided perceptions related to adoption of technology at the organizational level by interrogating the factors influencing the adoption of cloud computing technology in healthcare organizations in Saudi Arabia, in which five factors were identified. Their results indicated that information technology knowledge and innovativeness possessed by the decision-maker, the support by the top management, the compatibility of the technology and the relative advantage influenced the adoption of technology in an organization. However, Almubarak (2017) went on to rank these factors in their order of importance and observed that the Decision-maker context was most important while the technological context, the organizational context, and finally the environmental context followed in reducing importance.

Oliveira & Martins (2011) reviewed various literature associated with the models of adoption of information technology at the organizational level because they thought that most studies had focused on the individual level of technology adoption. They employed the institutional theory to explain how the adoption of inter-organizational systems (IOSs) was influenced institutional pressures that prevailed in an organizational environment that was institutionalized.

2.2.4. Firm size

The size of a firm is one of the organizational aspects that influence the adoption of technology. Studies have associated the size of an organization to its financial ability and the need to embrace any technology that would make its complex processes more efficient. Indeed, the adoption of technology by many organizations is often constrained by the high and prohibitive expenditure on technology infrastructure. Karim and Rampersad (2017a) observed that the high costs often associated with the adoption of technology both in equipment and staff can be greatly reduced by adopting cloud computing. This is because cloud computing provides an opportunity for organizations to rent information technology resources thus allowing them to pay only for the technology services utilizes rather that paying for installation of information technology systems and their maintenance.

2.2.5. Industry

The nature of an industry can facilitate or stifle the adoption of technology in the organizations therein. Governments have indicated their appetite to improve their performance and efficiency in the delivery of services to citizens through implementation of e-government projects (Alzahrani 2011).

The education industry is well structured to adopt cloud technologies. Indeed, the activities undertaken and services availed at educational institutions require speed, are highly repetitive and should be accessed from remote and dispersed locations. As such, according to Karim and Rampersad (2017a), cloud technology enables educational institutions to benefit from its centralized infrastructure, thus enabling the undertaking of repetitive tasks, which reduces the cost, resources and time required. In addition, cloud technology enables the delivery of standardized content to many simulated and virtual classrooms that are distributed diversely thus ensuring consistency and synchronicity in the training and learning processes.

2.3. Social media Uptake

Macnamara and Zerfass (2012) observed that social media had been received widely as an enabler of democracy in societies, which was transformative. In particularly, studies had exhibited that particular demographics in the populace worldwide were conspicuously represented among the population segment that had embraced social media the most. Notably, Bolton and colleagues (2013) had isolated generation Y, which is a demographic segment of the population whose members were born after 1981, as being the generation that had adopted social media widely and wholeheartedly. Having been born in the computer age and growing up with the technology from birth, generation Y members had contributed and continued to influence the development of social media technologies and their innovative use over time and in high frequency. However, while generation Y had widely embraced social media, their extend of uptake was influenced various individual such as personal preferences and values, socioeconomic status, and the lifecycle stage, and environmental factors that included legal, political, cultural, technological and economic considerations (Bolton et al. 2013).

2.4. Social media uptake in organizations

The business benefit proffered by social media and the need to interact with a significant populace that has widely adopted information and communication technologies drives the uptake of social media in organizations. Literature regarding the uptake of social media is organizations is reviewed under the context of the extent of uptake, the use of social media groups, the display of personal skills over social media and the contribution of endorsement made over various social media platforms.

2.4.1. Extent of uptake

With increased advancements and adoption of information and communication technologies, public and private organizations alike have become cognizant of the benefits that social media can proffer particularly in matters related to organizational communication, public relations and corporate governance (Macnamara & Zerfass 2012; Treem & Leonardi 2013). Indeed, Macnamara and Zerfass (2012) cited various studies that indicated that many public and private organizations had increased or were planning to increase the use of social media after realizing that it could be employed to enhance bidirectional interactivity between the organizations and their publics. Specifically, the study by Macnamara and Zerfass (2012) revealed that organizations located in Europe and Australasia predominantly employed certain types of social media such as social networks, micro-blogging sites, video sharing sites, blogs and photo sharing sites. Of these social media types, Facebook, Youtube and Twitter enjoying usage of above 50 % among the 596 European and 221 Australasian organizations surveyed (Macnamara & Zerfass 2012). However, the same study revealed that these organizations employed podcasting sites, wikis, vodcasting sites and virtual worlds to a lower extent. Likewise, Treem and Leonardi (2013) conceded that the adoption of social media by organizations was occurring at a swift pace due to its facilitation of organizational communication in ways that were different from those presented by traditional technologies that were computer-mediated.

Indeed, various studies have revealed the uptake of social media in different organizations and industries being attributed to different reasons. For instance, Leftheriotis and Giannakos (2014) revealed that social media was used extensively by employees in the insurance industry regardless of their age. In addition, the use of social media for work by these employees was influenced by hedonic and utilitarian values and had a pertinent influence on the performance of the employees as well. In addition, Rolls and colleagues (2016) evidenced that social media had been adopted by healthcare professionals as it facilitate the development of virtual communities in which they could share domain knowledge. Reuter and colleagues (2016) revealed that social media was used for emergency services and activities. Specifically, in emergency services, social media was used for sharing information with the public, particularly regarding the avoidance of emergencies and accidents as well as receiving messages from the public.

According to Harrigan and colleagues (2017), employment of social media in the tourism industry was high, particularly the use of Facebook and Twitter, although the popularity and influence of Instagram and social media sites such as Booking.com, Airbnb and TripAvisor were growing rapidly. Likewise, Smith and Sanderson (2015) observed that social media has been embraced and adopted by the sports industry and particularly sports personalities and sports organizations as well.

2.4.2. Use of Groups

Uptake of social media in organizations had been facilitated by its ability to foster groupings of individuals sharing common interest. Indeed, the origin of social media was founded in grouping formed in institutions of higher learning in the United States, in which individuals could communicate interactively. For instance, Rutter, Roper and Lettice (2016) demonstrated that belonging to groups fostered interaction over social media platforms through the utilization of links among the group membership. In addition, Treem and Leonardi (2013) emphasized that association was central to the structure and purpose of social media and that connections could be formed between different individuals, between content and individuals and actors and presentations.

2.4.3. Display of Skills

Treem and Leonardi (2013) indicated that social media platforms allowed individuals to contribute to the content hosted therein enabling them to display and hone their content generation skills. In addition, McCabe (2017) found that the manner in which individual skills were presented over LinkedIn could be enhanced from the input of social media experts and the managers of companies that were hiring new employees.

2.4.4. Endorsements

According to McCabe (2017) addition of endorsements to profiles in social media platforms such as LinkedIn helped build personal brand thus improving the chances of attracting attention of suitable employers.

2.5. Social media use in higher education

The development and utilization of social media has been closely related with educational institutions. Indeed, various studies have evidenced this relationship and its influence on the development of social media (Ketari & Khanum 2013), on knowledge acquisition and academic performance (Harrath & Alobaidy 2016; Junco, Heiberger & Loken 2011), and on the educational processes in institutions of higher learning (Al-Khalifa & Garcia 2013; Rodriguez 2011).

Ketari and Khanum (2013) reiterated the contribution of universities and colleges to the development of social media networks, which debuted officially in 1995 with the launching of classmates.com that aimed at enabling connection between existing and former college students. Al-Khalifa and Garcia (2013) concurred by observing that many universities all over the world had continuously adopted social media as communication tool in university departments, and among employees and students. Specifically, Al-Khalifa and Garcia (2013) described the manner in which online social services were being employed institutions of higher education by finding that they facilitated communication with the faculty and staff, and with students, parents and prospective students seeking information prior to admission. In other words, online social platforms as used in universities provided information avenues and enables interaction between the communities therein. Meanwhile, their study identified Facebook, Twitter, LinkedIn, Blogging, YouTube, Flickr and Message Boards as the most common social media platforms employed in institutions of higher education. In the same light, an experimental study by Junco, Heiberger and Loken (2011) focused on Twitter and revealed that employment of Twitter in ways that are relevant educationally could enhance the engagement of students though increased collaboration, promotion of active learning, enabling embracing of diversity and facilitating interaction with faculty. In addition, Twitter could be used as a tool for providing prompt feedback to students and for encouraging high performance by communicating expectations often.

Studies have exhibited that social media had been employed in innovative ways in different aspects and operations related to institution of higher education. For instance, distance education has been reformed by the advent of social media in higher education. Indeed, e-learning has advanced due to the adoption of social media in educational activities. Mnkandla and Minnaar (2017) observed that in the e-learning environment, social media can be employed to facilitate the organization and co-creation of knowledge, generation of new ideas and solving problems though online discussions. Going further, Zohoorian-Fooladi and Abrizah (2014) observed that although the use of social media was already prevalent among students and in institutions of higher education, its application among academic librarians remained low and bedeviled by a myriad of challenges. From another perspective Abdullah and colleagues (2015) observed that public libraries had made progressive attempts to incorporate social media tools even in their outreach activities although the libraries were challenged by lack of facilitative policies while remaining unequipped to stay abreast with the technological developments associated with social media. In addition, considering that institutions of higher education operated in a highly competitive environment as they endeavored to create brands that would attract students, they could be likened to a market in which marketing strategies need in order to endear clients, who are students in this case. A study undertaken by Rutter, Roper and Lettice (2016) revealed that social media can be employed as a branding tool for institutions of higher education in a manner similar to that used in branding other business organizations because it can be used to enhance the demand for recruitment of students.

2.6. Social media use in Saudi Arabia

Social media is a popular method for communication amongst university students in Saudi Arabia as has been illustrated by Alwagait, Shahzad and Alim (2015). In addition, a study undertaken by Allam and colleagues (2017) revealed that while Twitter has been accepted as an appropriate tool for promoting the learning of English among learners of English as a second language (EFL), the rate of its adoption for educational purposes remained low, making up 43 % comprising of both early adopters and innovators as well. Indeed, these low rates were attributed to the skepticism with which the Saudis perceived Twitter, the handicap in English language proficiency. Nonetheless, Allam and colleagues (2017) noted that Saudi university students had a positive perspective regarding Twitter and had accepted it as a viable learning tool that required promotion.

2.7. That role of National culture

Culture and technology are interdependent. The former regulates the latter and is a determining factor in the systems of interaction in any society. Rolls and colleagues (2016) described the relationship between the culture of a virtual community and the members therein as being symbiotic, particularly when viewed from the perspective of the context of the wide world web. In addition, this relationship had resulted in the creation of an ethos of knowledge sharing among the community members. Rolls and colleagues (2016) further observed that knowledge sharing in the online context was facilitated by a culture of altruism, trust, collectivism and reciprocity. When this was extrapolated to the national scale, the national culture as explained by Hofstede’s theory of cultural dimensions could influence the behavioral pattern of an individual regarding the use of social media. Garcia-Gavilanes, Quercia and Jaimes (2013) found that national culture influenced the colour preferences displayed in the pictures posted on Instagram, the expression of emotions in the status updates ported on Twitter, and the travel destination preferences expressed on Flikr postings.

2.7.1 Gender – masculinity / femininity

Al Omoush, Yaseen and Alma’Aitah (2012) studied the influence that the values of the Arab culture had on online social networking and found that while the Arab youth ventured into social networking sites (SNSs) to seek liberation from restrictions and satisfy their innate needs, their attitudes remained influenced by their Arabic culture predominantly. However, social media tended to reduce the cultural distance placed on gender and the manner in which males and females should expressed themselves due to the anonymity that social media proffered (Al Omoush, Yaseen & Alma’Aitah, 2012).

2.7.2 Power distance – Locus of control – degree to which students determine their career             destiny.

Chiang and Suen (2015) observed that social media platforms such as LinkedIn have been used by jobseekers to portray and place themselves favorably to attract employers. However, Garcia-Gavilanes, Quercia and Jaimes (2013) observed that the relationship between jobseekers and employers was bolstered by cultural congruence and destabilized by incongruence in national culture of the parties in the online community.

Similarly, McCabe (2017) found that social media had transformed the manner in which people branded themselves for purposes of applying for jobs that were challenging and satisfying and those that provided progression of their careers. However, according to Garcia-Gavilanes, Quercia and Jaimes (2013), power distance underpinnings dictated the kind of boss that a jobseeker would prefer. As such, jobseekers that were high on power distance expected continuous instruction and supervision and thus preferred employers who were autocratic in their management and leadership styles.

 

2.8 Conceptual model

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2.9. Hypotheses

H1: Firm size positively influences the adoption of LinkedIn

H2: The industry influences the adoption of LinkedIn

H3: Education positively influences the adoption of LinkedIn

H4: Gender influences the adoption of LinkedIn

H5: Power distance influences the adoption of LinkedIn

2.10. Chapter Summary

This chapter has reviewed pertinent literature that can be employed to narrow the focus of the study to the problem that was interrogated. Evidently, the proliferation of social media technologies across many spheres of life made its ignoring by people from diverse locations globally difficult and undesirable. However, while much literature focused on the increasing utilization of social media among individuals and in organizations, and its growing use as an educational tool whose potential was yet to be realized fully and still undergoing development.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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