Social Media Driven Student-Centered Learning Through Social Commerce in Higher Education

Abstract

The research discusses the usage of social media in advertising with CASMAR, our theoretical Framework for Social Commerce. In the research, we focus on how social media positively affects advertising and how it relates to social commerce, as well as, increase in organizational branding and exposure. We examine social media advertising through CASMAR social commerce framework, and how CASMAR affects consumers and businesses in branding and customer loyalty. In Higher Education (HE) sector, prior research has indicated that social media technologies and networks such as Twitter, Facebook, Instagram, and Google Docs has the potential to enhance primary and secondary learning. We review the importance of Word-of-Mouth (WOM), and the effects of personalized interactive advertising and its usage intensity on consumers and organizations, with a distinct focus on higher education. Furthermore, we investigate how social media sites are being used for e-commerce platforms and how they are integrated into educational (learning) needs of individual consumers and organizations. The research addresses questions of how social media advertising relate to CASMAR social commerce framework; how social media affect social commerce and WOM-related interactive advertising for higher learning needs; and how are social networking sites (SNSs) being used as e-commerce platforms that can be integrated into HE teaching practices to emphasize student centered pedagogy and learning. Finally, we offer recommendations to researchers, practitioners, and policymakers regarding the usage of social media and social commerce-driven CASMAR framework for organizational growth, learning, and innovation.