Factors Affecting Social Media Usage in Students’ Selection of Study Programs in Higher Learning Institutions: A Case of Moshi Cooperative University and Mwenge Catholic University

Winfrida Justo Mbowe – Arusha Technical College

Elizabeth Swai – Mwenge Catholic University, Tanzania

Email: winfrida.mbowe@atc.ac.tz/ elizabeth.sing92@gmail.com

Abstract: For the past decade social media usage has tremendously increased. Despite the growth, it is still unclear how the use of social media platforms affects the choice of students in Higher Learning Institutions in Tanzania. Therefore, the mainpurpose of this study was to examine the extent to which factors affecting social media usage in students’ selection of study programs in Higher Learning Institutions. The study was conducted on two higher Learning Institutions namely Moshi Cooperative University (MOCU) and Mwenge Catholic University (MWECAU) located in Kilimanjaro region. The study employed cross-sectional research design. The data collection method employed method used was survey method. The study used the sample size of 357 out of 3333 first year undergraduate students. Furthermore, the study employed multiple linear regression to test for the relationship between variables. The results of the study indicate that facilitative conditions, costs, skills and competence, and social Influence are statistically significant in predicting social media usage in students’ choice/selection of study programs. The study concluded that there is enough statistical evidence to explain the extent to which factor affecting social media usage in students’ selection of study programs in Higher Learning Institutions. Furthermore, the study recommended that the university should strive to expand their operations to multiple social media applications.