Trends in Using Social Media by Bangladeshi University Students: Evidence from Cumilla

Mohammad Faruk, Farhana Jesmin, Azaz Zaman, Md Jahangir Alam

Abstract: This study aims at finding usage of social media among university students in Bangladesh based on samples (respondents) from four universities in Cumilla. This study applies a descriptive research design. A well-pretested questionnaire with 18 items (questions) was administered among 200 university students by applying the simple random sampling method and 153 responses are analyzed with three different software, including R programming, SPSS, and Microsoft Excel. This study finds that the mean time spent by the students is more than 4 hours. The commonly used social media are Facebook, YouTube, Instagram, and most enjoyed content is related to entertainment and education. The mean time spent on social media by male and female students is not statistically different from each other. There is a statistically significant negative relationship between time spent on social media and the academic result of the students. Furthermore, in terms of standardized coefficients, the relative importance of variables, in ascending order of magnitudes, are “chatting with friends”, “connecting with professional people”, “connecting with friends”, and “upload contents” significantly affect the satisfaction of university students while using social media.

Keywords: Social Media Usage, University Students, Digital Consumer Behavior

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