Abstract & Overview
Purpose of the Study. The purpose of this research is to inform faculty if/how to use social networks for educational purposes by examining the effect of a student’s “separateness-connectedness” self-schema ([@R38]) on a student’s acceptance of online social networking in general, and also on faculty presence in the student’s social network. Method/Design and Sample. A survey was administered to 458 students at a medium-sized northwestern university. Results. Results indicate that many students are tentative about using social networking for work and education. Less independent students, however, are more favorable towards its use for work and education, perhaps to seek assistance. They are also more negative towards professors’ social presence. Value to Marketing Educators. These findings suggest professors must understand different preferences of students and tread lightly before implementing coursework and business projects on students’ social networking sites. Alternatives might include asking students their preferences, implementing only minor goals, holding office hours online, or using only dedicated sites for education.