The Influence of Social Media Factors on Student Engagement and Creativity Behavior: The Role of Knowledge Sharing and Cyberbullying (Study on Postgraduate Students of Universities in Surakarta)

The purpose of this study is to determine the effect of social media use and individual factors such as ability to share knowledge, behavior intention, and perceived reciprocal benefit on knowledge sharing, then the role of knowledge sharing mediation and cyberbullying moderation on student engagement and creativity behavior. This research was conducted on postgraduate students of universities in Surakarta city. This research method is Snow Ball Sampling and uses an online survey method using questionnaires and analyzing data using the smartPLS application with the SEM-PLS method. The data obtained in this study were 252 respondents from postgraduate students of universities in Surakarta city. The results showed that the use of social media, ability to share knowledge and behavior intention had a significant positive effect on knowledge sharing. Furthermore, knowledge sharing has a mediating role on the relationship between the use of social media on creativity behavior. Meanwhile, in this study, cyberbullying did not moderate the relationship between social media use in student engagement and creativity behavior through knowledge sharing.