Understanding the Influence of Social Media on University Students' Communication Skills in Digital Information Environment

Abstract

Social media has emerged as the leading force in the communication behaviors of University Students in China. The high use of social media has influenced students’ online engagement, how they learn, and communicate. Therefore, the study explores the influence of social media on Chinese University Students' communication skills in digital information environment. The study targeted 600 University Students from different universities in Shanghai and Chongqing using convenience sampling technique. Structural equation modeling (SEM) technique was used in AMOS software to analyze the data. All hypotheses were confirmed by the findings. Digital literacy, social cognitive learning and communication skills were greatly influenced by social media usage and engagement types. Digital literacy and social cognitive learning were also found to have a major role in enhancing communication skills. The study also reveals that digital literacy and social cognitive learning positively mediates the relationship between frequency of social media usage and social media engagement type and communication skills. The findings highlight the importance of social media to digital literacy and social cognitive learning as the primary means in which communication skills can be improved. Educational institutions and policy makers should focus on enhancing students’ digital literacy and communication skills in the context of social media usage and engagement