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Formal Facebook (FB) was created and monitored for three weeks, followed by semi-structured interviews with 18 students selected by interaction level. 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A Mixed Method  \nExperimental Approach  \nFouzia Hadi Ali * and Aban Abid Qazi **  \nAbstract  \nThe purpose of the study is to empirically assess the impact of Social Networking Sites (SNS) on the pedagogical outcomes as perceived by the students in the context of post-graduate students. Thisaction research used triangulation approach to assess 80 students of a post-graduate class. Data were collected in six steps. Initially, an adapted questionnaire was administered before and after creating formalFacebook (FB) . The group was monitored for three weeks. Finally, 18 students were selected for semi-structured interviews based upon their interaction with the FB group. Data were analyzed using SPSS 16, PLS-SEM 3.2, and NVIVO 11. The results revealed a remarkable impact of SNS-FB on various pedagogical factors. This research can provide the basis for academic policymakers to introduce such formal SNS channels for teaching purposes. The study provides a base to address the new trends of learning through action research that is underexplored in the previous literature.  \nKeywords: Social networking sites (SNS), Facebook (FB), Pedagogical factors  \n*Assistant Professor, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan Email: [fozia.hcc@pu.edu.pk](fozia.hcc@pu.edu.pk)  \n**Research Associate, Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan  \nIntroduction  \nThe most remarkable influence of the use of technology can be witnessed among the younger generation nowadays (Woo, Wang, Quek, Yang, & Liu, 2012) and these technologies increase the human interaction through online forums such as Instant messaging and Social Networking Sites (SNS) . Moreover, there is a striking increase in the use of different types of social media such as Facebook, Whatsapp, and Viber, etc. Most recently Kemp (2018), indicated that worldwide there are 3.196 billion social network users and the profile of the users regarding age groups and gender reveal that the highest users are males, i.e., 56% and females 44% and fall between the age groups of 18- 34 years.  \nMoreover, as far as the South Asian countries such as Pakistan is concerned, Kemp (2018) revealed that out of a total population of 198.9 million, 18% are active social media users among them 77 % are males while 23% are females. Furthermore, most of the social media users fall between 18-34 years of age. These statistics indicate that there is a difference in the use of various modes of communication amongst youngsters as compared to the older generation.  \nTherefore, the recent developments in the use of SNS’s pose a need for the academicians to revisit the modes of formal teaching. The reason for such a proposition is to develop interest and explore the pedagogical benefits that can be attained by the use of popular SNS’s to engage students through the mode of instruction they feel convenient and exciting. Moreover, the study of Varela-Candamio, Novo-Corti, & Barreiro-Gen,(2014) asserts that students like to use SNS in combination with the classroom setting as they perceive that not only their interaction and participation improve but it also influences their academic performance positively. Although some past studies (Huang, Chen, & Huang, 2011; Liao, Huang, Chen, & Huang, 2015) have explored the use of SNS’s in educational settings. However, till present, the discussion is limited in scope and only explore the students’ perception about the usage of SNS for academic purposes or discusses the factors of the pedagogical factors (i.e., Communication, Collaboration, Resource Material Sharing, Critical thinking, Content Learning and Student-Active Role) . Moreover, there is a dearth of literature that affirms a dual (i.e., both quantitative and qualitative) insight towards the effect of the use of SNS as a formal tool and resultantly examines its effect on the peda","cbCaipmN6gAS5z3G","https://ap.wps.com/l/cbCaipmN6gAS5z3G","pdf",286107,18,"English","# Abstract\n# Introduction\n# Literature Review\n## Students’ perceptions\n## Social networking sites","[{\"question\":\"What is the study’s main purpose?\",\"answer\":\"To empirically assess the impact of Social Networking Sites (SNS) on pedagogical outcomes as perceived by post-graduate students in a business research context.\"},{\"question\":\"How were students involved and how long was the intervention?\",\"answer\":\"Eighty students were monitored in an action research design over six steps, with the formal Facebook (FB) group observed for three weeks before follow-up interviews were conducted with 18 selected students.\"},{\"question\":\"Which tools and methods were used to analyze the data?\",\"answer\":\"Data were analyzed using SPSS 16, PLS-SEM 3.2, and NVIVO 11, combining quantitative assessment with qualitative interview analysis.\"}]","Are Social Networking Sites Suitable for Formal Learning among Business Research Students? A Mixed Method Experimental Approach | PDF",1792081883,45]