Factors affecting students' knowledge sharing over social media and individual creativity: An empirical investigation in Pakistan

Despite the increasing use of social media technologies (SMTs) among university students, little is known about knowledge sharing over SMTs and individual creativity, especially in developing countries like Pakistan. To address the knowledge gap, this study aimed to investigate: (1) SMTs usage for knowledge sharing, (2) factors affecting students' knowledge sharing over SMTs, and (3) the relationship between knowledge sharing and creativity. Using a structured questionnaire, based on the theory of reasoned action and related factors, data were collected from 266 randomly selected business students of a Pakistani public sector university. The findings disclose that students leveraged SMTs for knowledge sharing. The results confirm that behaviour intention is driven by attitude, social norms and enjoyment from helping others. Moreover, facilitation conditions (needed technological resources, skills, and knowledge), ability to share knowledge, perceived reciprocal benefits, and behaviour intention positively influence knowledge sharing. Surprisingly, teacher support does not influence knowledge sharing. Among the investigated factors, behaviour intention is found the most significant predictor of students' knowledge sharing. Furthermore, the results disclose that there is a positive association between knowledge sharing and creativity. This research provides theoretical and practical implications and directions for further research.

Automated summary

The study reveals that university students in a Pakistani public sector university extensively use social media technologies for knowledge sharing. Attitude, social norms, and enjoyment from helping others were found to be factors influencing students' knowledge sharing over social media. Additionally, facilitation conditions, ability to share knowledge, perceived reciprocal benefits, and behavior intention positively impacted knowledge sharing. Surprisingly, teacher support did not influence knowledge sharing. Furthermore, the study found a positive association between knowledge sharing and creativity.