The impact of social media use on students’ behaviour change in Tanzanian tertiary institutions

Technological advancements worldwide have led to the rise of social media as a tool for learning and social interaction across gender and age groups, often through YouTube, Twitter, Instagram, Facebook, and LinkedIn. However, little is known about how it impacts students’ behavioural changes in tertiary institutions. Therefore, this study examined the effect of social media on students’ behaviour in tertiary institutions. It was guided by the Equation Theory, which suggests how people treat computers, television, and new media like real people and places. The theory was significant in this study because the effects of treating social media as real people determine the effects of social media on students’ behaviour through their daily interactions with such platforms. This study employed a descriptive research design. The study employed a sample of 398 students from 10 tertiary institutions in Dar es Salaam. Data were collected through online questionnaires, follow-up interviews, and observation. Qualitative data was analysed using thematic analysis techniques, while quantitative data was reviewed through descriptive and inferential statistical methods. The results showed that social media had a positive and significant effect on students’ behavioural changes in tertiary institutions. Social media has improved their study habits, dressing styles, eating habits, communication, relationships, and purchasing behaviour. These changes have improved their academic performance and social well-being. However, the abandonment of African traditional culture in dressing and food has created a need for policy interventions that purposefully regulate social media use to sustain its benefits while also mitigating its detrimental effects through a legal framework. It is proposed that building students' capacity serves as a strong and effective institutional approach to encourage responsible social media use. Future research could explore the effects of social media among adult employees and graduates and see if online behaviour during higher education carries over to the workforce.