Social Networking Sites, Content Engagement, and Digital Content Sharing Practices among Students in Higher Education

Abstract

This study examined social networking sites, content engagement, and digital content sharing practices among students in higher education. A quantitative, cross-sectional survey design was employed at a public-sector university in Punjab, Pakistan. The target population comprised male and female students enrolled in BS programs within the Faculty of Social Sciences, representing the 1st, 3rd, 5th, and 7th semesters. A proportionate random sampling technique was used to ensure adequate representation across the participating departments. Using Yamane (1967) formula, a sample of 397 students was selected. Data were collected through a structured questionnaire administered in classrooms using a four-point Likert scale. A pilot study of 25 students established satisfactory instrument reliability, with Cronbach’s alpha coefficients ranging from .708 to .867 and an overall reliability of .911. Data were analyzed using frequency distributions and percentages and presented in tabular form. The study provides an empirical understanding of students’ use of social networking sites, their engagement with digital content, and their practices of sharing digital materials within the higher education context. The findings highlight the significance of digital platforms in contemporary student communication, interaction, and participation.