Unveiling the social media landscape: exploring factors influencing usage patterns among tertiary education students in Ghana

Abstract This research assessed the factors affecting social media usage by tertiary education students in Ghana. The technology acceptance model underpinned the study. A total of 513 tertiary education students selected from across the country completed a set of questionnaires using Google Forms. Frequencies, percentages, means, independent samples t-test, and ANOVA were used as the analytical framework for the study. Although respondents were very highly aware of social media platforms such as Facebook, Instagram, and WhatsApp, they were less aware of platforms such as Flicker, SoundCloud, Evernote, Pinterest, 2go, and MySpace. In addition, respondents reported that the extent to which social media was used for information sharing, entertainment, education, interpersonal connectivity, and social bonding was high. The level at which social media was used for self-promotion, impression management, self-disclosure, and self-documentation, and displaying creativity was moderate. The major factors respondents considered when using social media platforms were the convenience of the platforms, their experience with the platforms, their perceived usefulness, social influence, and the cost of the platforms. Despite their importance, legal risks and privacy issues did not strongly feature in the factors respondents considered before using social media platforms. Significant differences existed in the respondents’ views on the factors affecting their social media platform usage based on age. Tertiary education students in Ghana are advised to maximise their use of social media platforms for educational purposes. Finally, to avoid inconveniences, Ghanaian tertiary education students should pay increased attention to the legal implications and privacy issues associated with social media adoption.