RELATION OF USE OF FACEBOOK AND STUDENT RETENTION THOROUGH THE PATH OF STUDENT ENGAGEMENT

Abstract

This research is designed to check the relationship of Use of Facebook, Student Engagement and Student Retention. Use of Facebook is dealt as independent variables Student Engagement as mediating variable and Student Retention as dependent variable. This is quantitative research. Data is collected 600 respondents with the help of structured questionnaire. Multistage sampling techniques i.e. simple random sampling and Judgment sampling are used for selection of respondents. Results indicate that for direct relationship, Use of Facebook has significant positive impact on Student Engagement and Student Retention respectively. While, Student Engagement is partially mediating the relationship of Use of Facebook with Student Retention. In future, these kinds of researches may also conduct on different sectors like textile sector, telecommunication sector, and health sector. In future, more universities of heterogonous cities will also include for generalization of results.