The role of cognitive absorption, trust and selfregulation on the overall and academic use of Facebook among business students: A UPV-CM experience


by: Ma. Rona G. Corda-Prado


With Facebook rapidly becoming an essential business tool, academic institutions offering business courses must integrate the use of social media into their programs. Key to the successful implementation of such integration is the identification of factors that could influence overall and academic Facebook use, which is the purpose of this study. A questionnaire was administered to 324 University of the Philippines in the Visayas – College of Management (UPV-CM) students who were selected through random sampling. The results of the survey, which were analyzed using principal component analysis (PCA) and ordered logistic regression, showed that trust in Facebook and the temporal dissociation subconstruct of cognitive absorption are robust predictors for overall and academic Facebook use. On the other hand, students with high self-regulation metacognitive strategies would spend less time on overall Facebook use but self-regulation has no significant impact on academic usage of Facebook. Surprisingly, trust in other Facebook users is negatively related to both overall and academic Facebook use. This study shows that low trust in other Facebook users, which could be attributed to the rise of fake news and “online incivility” in Facebook, would not adversely affect the overall and academic Facebook use of a UPV-CM student. 43% of the students’ Facebook use is spent on academic activities. This is an indicator that these students are already adapting Facebook for educational purposes to remain relevant and enabled in the digital era. The results could help faculty and companies adopt social media usage for their specific needs.

Keywords: Social media, Facebook, Philippines, cognitive absorption, trust, selfregulation,
principal component analysis, ordered logistic regression