INTEGRATING SOCIAL MEDIA

PLATFORMS IN ENTREPRENEURSHIP
STUDIES, BASIS FOR INNOVATIVE
INSTRUCTIONAL MODEL
Ronald B. Isidro Jr. MBA, faculty of College of Business and Management Isabela State
University Cauayan Campus, Cauayan City, Isabela, Philippines

ABSTRACT: The academic environment is on a growing trend from rising engagements to

social media platforms, to the creation of new skills to reach the audience. To complement or
improve the conventional university learning modalities by leveraging on social media
technologies, social media platforms are expected to bring new opportunities to complement
lessons by promoting educational interaction, communication, and cooperation between
students and educators. The spectrum of contact in both personal and social media is
evolving. Technical areas of operations in education have comprehended with the use of
social media. Historically, these networking sites were not created for instructional use, but
some of the teachers see instructional importance that provides adaptation to new tools to
clinch in this fast-paced interchange of data. This, research, utilized questionnaires, and in-
depth interviews to analyze the perspectives of learners who are initiated by their teachers to
use social media in their academic activities. There have been accomplishments of this
growing technology, likewise, there are budding challenges. The results revealed that
students in the entrepreneurial field must adapt to a more user-friendly, collaborative, and
multifunctional type of social media that would allow them to focus or give them a sense of
academic normalcy. There is also a need to teach certain apps and functions in order for the
learner to maximize such networking platforms. Being aware of new and emerging social
media platforms and to be familiarized in it on the part of the educators is also highly
encouraged. It is also recommended that a dynamic social media platform containing several
components to further enhance learning in entrepreneurship.

Index Terms: SOCIAL MEDIA PLATFORM, PERCEPTION, INNOVATIVE

INSTRUCTIONAL MODEL, INTEGRATING

INTRODUCTION Additionally, teaching methods and

Social media are changing the scope of
communication in both personal and
professional spheres. Like other
technologies before it, social media
platforms were not created for educational
use but some instructors see the
educational value. Adapting new tools for
teaching can be a complex process
involving many components. Previous
studies have shown some benefits and a
few ways in which social media can be
incorporated into undergraduate education.
principles can serve as guidelines for the
process. Therefore, this qualitative and
quantitative study uses in-depth interviews
and questionnaires to examine the
experiences of students whom their
instructors use social media in their
teaching practices to uncover more details
about the practicality, successes, and
challenges of this growing technology.
Langager, A. N. (2015).
Social media platforms have become the
marketing aid of businesses which leads to
the questions, can higher education
comprehend the demands of today’s
business trends? Are the students of
entrepreneurship amiable in utilizing
social media platforms in their classrooms
or online classes? Does utilizing social
media platforms deplete the level of
seriousness in education? What are the
setbacks in using social media platforms in
entrepreneurship?
With the development of technology,
communication between people has
changed rapidly. Social media is a type of
digital network designed to share content
with other internet users based on their
preferences and associations. Cauayan
City is expected to generate entrepreneurs
that will contribute taxes in the locality.
Thus, higher education faces challenges as
to meet the demands of a fast-growing
economy. Competitiveness of budding
entrepreneurs in a swiftly changing market
is then expected and with this, it must be
inculcated to begin within higher
institutions that offer such courses that
traversing into the digital ecosphere is
needed.
This calls out to the teachers in the
entrepreneurship program who has the
responsibility in engaging their students to
be aggressive in establishing their
businesses and use all possible resources
to build their enterprises. Creativity is
customary to students in entrepreneurship
as they will engage in all ways and means
to stabilize their businesses. One of the
avenues to generate consumer awareness is
social media platforms.
Being alert to new platforms, uses, and
conventions, in addition, is much needed
as the world evolves. Nowadays social
media offered opportunities for
collaborative learning Langager, A. N.
(2015).
Social media technologies have become
integral in today's lifestyle and they have
been highly adopted by college students.
The emergence of social media
technologies has impacted the way people
learn and interact with each other resulting
in communities of learning supported by
collective intelligence.
Social media technologies have also
caused a paradigm shift in education
resulting in an emphasis on collaboration,
personalization, and user-generated
content. Zgheib, G. (2014).
The researcher aims to decipher student
perception in integrating social media
platforms in teaching entrepreneurship as
to its effectivity. It also aims to evaluate
the execution of entrepreneurship subjects,
using social media platforms as a teaching
method. The researcher likewise aims to
compare teaching methods from the
traditional class lecture, to being engaged
in social media platforms. The researcher
also aims to know the level of
acceptability of students in learning
avenues and evaluations provided by
social media platforms. The researcher
also aims to yield the best practices or
diagnose complications in using social
media platforms in teaching
entrepreneurship.
METHODOLOGY
This research was conducted using
experimental analysis methodology as
defined by Creswell (2013) through a
phenomenological tradition of inquiry.
Centered on the basis of Husserl,
Heidegger and Moustakas along with other
philosophers and researchers founded the
tradition of phenomenology to explain and
explore the meaning of perceptions
(Detmer, 2013). Heidegger provides a
new understanding of phenomenology as
the path to the thinking of being in its pure
possibility. (Giavotella, J. A. 2020)
Phenomenology is a form of philosophical
inquiry using the disclosure of an object or
experience to a public audience.
phenomenology is employed here to give a
view into the sides, aspects, profiles,
absences and presences, and identity in
manifold of this experiential phenomenon.
NC DOCKS at The University of North
Carolina at Greensboro; Pryor, E. G.
(2014) The focus of this study was to
explore how students perceive social
media technology in undergraduate
teaching practices and search among those
experiences for the essential meaning that
defines the phenomenon. Their
explanations assist to create a detailed
"shared experience" concept for
instruction purposes while using social
media. Willingly or unwillingly, people
alter their stories by lying, distorting the
truth, inaccurately remembering, or
presenting information they think the
interviewer wants to hear (Berger, 2013).
Two analysis methods were used: a
quantitative statistical analysis as well as
in depth interview. A survey questionnaire
was used and interpreted through a Likert
scale
Range Descritption
81-100% PRIMARILY
CONSIDERABLE
61-80% SIGNIFICANTLY
CONSIDERABLE
41-60% SUBSTANTIALLY
CONSIDERABLE
21-40% FAIRLY CONSIDERABLE
1-20% CONSIDERABLE
The researcher made use of
questionnaires to get the data from the
respondents. The researcher also made use
of interview questions to a sample size.
During the interview, to avoid imposing
bias in the answers, the researcher tried to
maintain a neutral expression while
remaining engaged by nodding
encouragement if needed. After explaining
to the participants the purpose of the
research, anonymity and confidentiality
was ensured Each interview was captured
and transcribed using an audio recorder.
The interviewer also made notes during
the interview. The transcriptions and notes
were never identified with the names of
the participants.
To provide the research with an
impression of a multidisciplinary
application, the researcher chose students
that has undergone most of the subjects in
the BS Entrepreneurship curriculum. As
data and transcripts of the in-depth
interviews were collected. The content
then became a source of examination of
knowledge and perception of context. The
researcher looked at the transcripts from
different records to start the coding
process. Perspectives and the basic
mechanisms of the phenomena were
established. The researcher then defined
relevant comments that include an
interpretation of the participants.(Wertz, F.
J. 2005) By seeking out phrases that
assigned merit, worth, and importance, the
researcher utilized evaluation coding to
determine what judgments the participants
had about using social media in their
learning experiences. The codes were
flexible in order to allow themes to arise
from that data instead of forcing the data
into a preconceived outline (Miles,
Huberman, & Saldana, 2014).
RESULTS DISCUSSION AND
CONCLUSION
TABLE 1.Respondents preference of
social media platforms
SOCIAL MEDIA PERCENTAGE % DESCRIPTION
PLATFORM
FACEBOOK 77 significantly
considerable
YOUTUBE 15 considerable
INSTAGRAM 4 considerable
TWITTER 2 considerable
TIKTOK 2 considerable
The table shows the most favored
social media platform for BS-
Entrepreneurship students.
According to the respondents,
Facebook offers free data promotion which
makes it more amiable to the frugal
audiences. Local press articles were more
propagated on Facebook than on Twitter
which most likely is the reason behind
why Facebook is more utilized, in opposite
to national press that was more propagated
on Twitter than on Facebook. Asp, T. E.
(2018). The respondents likewise reacted
that relevant resources are easier to track
on Facebook compared to other social
media platforms. It is also a factor that
most media companies utilize social
media, according to Tjokrodinata, C.
(2014). The result revealed that 72% of
media companies have a website, and
more than 90% have Facebook accounts,
with this, Facebook then as a wider
audience. Twitter, while not as popular as
Facebook, still has as much as 73.6% of
sampled media companies joining the
platform. YouTube is the lowest of the
three platforms with 27.3%. Apart from
the high adoption rate, the traditional
media companies also actively participate
in the conversation, especially for
Facebook and Twitter.
TABLE 2. Hours consumed in social
media platforms.
NUMBER OF PERCENTAGE DESCRIPTION
HOURS % academic activities, or appealing to a
4 68 significantly
considerable
6 18 considerable
12 9 considerable
8 2 considerable
10 2 considerable
14 1 considerable
The table above shows the hours
consumed by our respondents in social
media, it appeared that 68% of them
consume a sum of 4 hours which is
significantly considerable in the Likert
scale. This means that for social media
platform based activities, the faculty must
gauge if the activity will be within the
prevailing number of hours so as not to
deter the attention span of the students.
The consumer behavior to social media of
our respondents corresponding with the
study of Holmes, M. E. (2016) revealed
that about 85% of leaders use social media
for an average of 4.54 hours per week
(SD=5.59, N=452). Social media use was
higher among younger leaders, and social
media use among the participants was
higher compared to the general population.
TABLE 3. Preferred time in using social
media platforms
PREFERRED
TIME
PERCENTAGE% DESCRIPTION
10:00am 44 substantially
considerable
9:00am 19 considerable
8:00pm 13 considerable
6:00pm 8 considerable
7:00am 7 considerable
7:00pm 6 considerable
8:00am 2 considerable
9:00pm 2 considerable
The previous table shows that most
of our respondents prefer 10:00 am to be
their time of engagement in social media.
With this, announcements regarding
younger demographic is more amiable at
the said time. The results demonstrate both
the importance and key opportunities for
social media users and organizations
across industries to actively engage on
social media on this specific audience at
the said time.
In today’s rapidly evolving social media
environment and new technically
proficient generations of consumers
growing up with social media at their
fingertips requires organizations to
formulate effective social media strategies
as affirmed. G. S. (2018). However as
online users thrive, students and educators
should be careful because social media are
not reliable in terms of confidentiality and
privacy as stated by Mpepo, V. (2017).
TABLE 4. Preferred day in using social The students are at times tasked to
media platforms generate a number of audiences through
Facebook likes especially in launching or
DAY PERCENTAGE % DESCRIPTION marketing their ideas. The students are
also for their feasibility assessments have
to appeal to certain demography and will
Saturday 54 fairly be ventured on social media platforms to
considerable gather the data that they need. As
Friday 14 slightly transcribed “Our teachers want us to feel
considerable as if we are actually working in a
Thursday 8 slightly marketing department and checking what
considerable we have produced is appealing to our
Sunday 7 slightly target market on our social media sites. ”
considerable The respondents are also appreciative that
Tuesday 7 slightly the educators whom as they describe,
considerable speak the same language with them,
Monday 6 slightly likewise thrive in their same social media
considerable community. If their teachers use examples
Wednesd 5 slightly posted on Facebook, it allows them to
ay considerable relate more.
The respondents also believed that
The data above shows that the posting articles and links by their
respondents prefer Saturday as their social instructors made it easier for them to
media engagement day. Though the said access the information that they needed
day is beyond school days, it is advised rather than receiving them through emails.
that the educators make a more innovative They also perceived it to be an aid to them
instructional model modifying to be able to consistently engage in the
entertainment content with an educational subject.
framework. This will help the students In terms of enhancing the value of the
grasp the lessons. students, the respondents feel that they
The online learning world tends to be a have the power to influence their peers and
fitting platform for learning through society in general. As transcribed “Social
educational entertainment as it offers media channels have helped us to
positive social engagement. communicate our feelings about a certain
The researcher also further examined issue, as I recalled when we had to make a
how their teachers integrate social media vlog about school facilities such as the
platforms in their academic activities and smelly toilet, with this platform, we felt
how they perceive such engagements. For heard”
subjects that involve communication, With class interaction, As transcribed
exposing students to diverse vocations, “Some of our teachers give instructions in
and connecting them with people in the social media, it's like an extension of our
industry, instructors wanted to try to create classes, some included group works
scenarios they might encounter in the posted in social media so if others who
workplace. From having students present didn’t have the opportunity to participate
messages in multiple setups depending on in the recitation, can address their opinions
the platform or audience to exploring how in the platforms”
different teams work within organizations, Social media has been a vital part of
preparation for the professional learning especially in business-related
environment was a factor for the courses, when we asked about if it should
participants. be a staple in undergraduate education,
they felt that not all subjects can be
appropriate if social media platforms are
incorporated such as Accounting and Law
related subjects wherein it might attract
unsolicited or negative ideas. Subjects
such as marketing, design thinking, E-
Commerce, and business implementation
however are expected to have integrated
social media adaptation.
RECOMMENDATIONS
Although social media platforms have
strengths as to easier accessibility, the
emerging threats of fake news can also
change the conduct of the audience. One
type of information system in particular
seems to have the potential to alter human
attitudes and behaviors on a scale not
before possible. Social media systems,
such as Facebook and Twitter, touch
millions of individuals every hour with not
just facts or answers to questions but with
value-laden messages. York, P. T. (2014)
shows that social media conflict does
occur and is mainly instigated by different
views of opinion, especially on political
and religious fronts.
We can also assess that the students are
easily distracted or diverted in utilizing
social media platforms. Since most of their
friends are not directly in relation to their
academic careers, the risk to be misled or
lose focus on academic activities is also
expected. The threat of acquiring fake
news is also anticipated. With this, cyber
regulations should be specified that there
is a need for a mechanism of regulation of
what is posted online, by the various
platform owners, the social media users
themselves, or non-governmental
organizations, in order to have a means of
online conflict resolution. Khamala,
Angellah, M. (2016)
The researcher recommends that the
teachers or instructors can also traverse
their students in a more academic social
media platform atmosphere such as
LinkedIn. It is stated that students are
distracted on Facebook as at times
messages and articles pop up.
The researcher also recommends
educational entertainment content on
Youtube presence and not more of a
challenging type of content such as that of
as transcribed “Mukbang (eating
challenge), 10 things to know about me or
self-imposed contents” as they feel it will
be irrelevant for them. They wanted to be
more immersed in business contents or
historically or relevant content that is
conventionally and entertaining but
informatively delivered.
The researcher recommends as well
that the teachers should gauge the capacity
of their learners and give activities that
will not consume more than four (4) hours
in a day collectively in all their subjects,
there should be facilitators to monitor such
to prevent students from having a mental
breakdown. Mental well-being has
emerged as a significant priority for
education, with increasing numbers of
children experiencing family breakdown,
anxiety, depression, oppositional
disorders, and attention difficulties. 18.
Thornton, S. R. (2011).
Announcements, useful links, articles
can be posted on social media platforms in
a specific time and day programmed by the
teacher to give the students a feel of
academic normalcy and will not be mixed
up with other subjects that the students
have to go through on that day or week.
The educator should also be cautious
in posting links and information as the
students relate them as reliable sources and
connect them to the subjects taught by the
teacher.
 The researcher also proposed a model to act as filter, regulatory committee, or protective
intervention as to ethical issues that might be unfavorable to the audience, the responsibility
to check, review, and assess is necessary before publishing them on social media platforms.

TEACHERS

FACILITATORS
STUDENT STUDENT STUDENT

COLLABORATIVE INDIVIDUAL

OUTPUT SOCIAL MEDIA PLATFORMS

The above diagram is the proposed model that manifests the scope of educators or teachers in
terms of monitoring the output of students with social media platform components, from its
conceptualization stage to publishing them on social media platforms. The model suggests
that there should be facilitators to act as a regulatory counsel, they could be the ethics
committee of experts that will intervene, improve or give constructive reproaches on the
student’s output before publishing them to social media platforms and eventually evaluate
students output.

The teacher must consider ethical standards on their social media activities with their
students. Before posting activities, artworks, or vlogs made by students, the teacher should
filter first their contents taking into consideration that the students and the teacher represent
the University, its administration, and its management.
This research doesn’t include meeting platforms and apps as they are not categorized as
social media platforms.

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