Impact of Online Social Communication on User Satisfaction: An Analysis of The Influence of Social Networks on The Communication Experience of Students in The Educational Institutions of Hidalgo, Mexico

Abstract

Objective: The objective of the research was to measure the influence that social networks currently used in Higher Education Institutions have as communication channels on student satisfaction.   Theoretical Framework: The main topics addressed in this research are relevant to research such as theories of online communication, digital marketing to describe the communication channels used in the Institutions subject to study, in this case, social networks, such as Facebook, Twitter and page website, as well as student satisfaction.   Method: The methodology adopted for this research was with a quantitative approach, correlational scope and non-experimental, transectional-correlational research design since it sought to measure the influence of the communication channels currently used by Higher Education institutions in the State of Hidalgo. with the Satisfaction of university students. It was applied to a total sample of 380 students. The statistics applied for this study were non-parametric tests using Kendall's Tau_b coefficient, to determine the correlation that exists between the variables studied.   Results and Discussion: The main findings obtained in this research were that the social networks used by the institutions subject to study have not been adequate to achieve total student satisfaction, due to the low correlation coefficient values resulting to a greater extent, which indicates that Social networks must be evaluated and be able to define which is the most suitable for communication and this will also depend on the market segment to which it is directed, in this case take into account that they are students of Higher Education Institutions. Although it is true and according to Silveiro, (2024), mentions that Facebook is considered the leading social network in the world, however, the results of the Facebook research have low correlation parameters for student satisfaction. In this sense, it is worth highlighting that the content that is being viewed on these networks must be verified, since an important aspect to capture attention is the content that is incorporated.   Research Implications: The findings of this research contribute to valuable perspectives to improve educational online communication in HEIs. In this sense, the conclusions suggest possible strategies to incorporate appropriate social networks with relevant, clear and precise information, to achieve total student satisfaction, adopting actions that ensure that students can have constant interaction, allowing their perception to be relevant.   Originality/Value: The originality of this is given by the focus on the experience of the users of the HEIs of Hidalgo Mexico, since it delves into digital platforms that affect the satisfaction of students in daily academic life, which led to the identification of these communication tools. online to improve student communication and student satisfaction in an educational environment.