Effect of Social Media on Institutional Performance in the Nepalese Higher Education Institutions: A Qualitative Analysis Using the Extended UTAUT Model

Abstract

Background: In this high-tech era, social media has become a major part of daily life everywhere, and people of all ages use it extensively. So, the study aims to examine the effect of social media on institutional performance under the extended Unified Theory of Acceptance and Use of Technology model. Methods: The study adopted a qualitative research design, incorporating 68 key informants for interviews using purposive sampling through a semi-structured questionnaire. Interviews were conducted with administrators, faculty members, employees, and students of Tribhuvan, Kathmandu, Purbanchal, Pokhara, and Rajarshi Janak University. Results: The research found that social media use behaviour in the higher education institutions was highly affected by performance expectancy, with participants answering enhancements in communication, collaboration, and knowledge management that reinforced performance. Additionally, according to key informants, about 60% of social media content was deemed trustworthy, while 40% was considered deceptive, underscoring the need for information filtering and verification. Social media sites were generally thought to be user-friendly, despite sporadic connectivity and technological problems. Institutional support, peers, references, favourable circumstances, motivation, cost-benefit analysis, and habitual characteristics all had an influence on adoption and use. Conclusion: The research concludes that social media plays a vital role in enhancing institutional performance, while users actively verify and filter information to maintain credibility and ensure the reliability of shared content. Novelty: Several Nepalese studies have discussed information credibility concerns, but this study uniquely demonstrates how users actively validate information to maintain institutional integrity and increase performance.