I have been investigating this issue in the literature from the perspective of the Big Five personality traits. What type of students would be most likely to use social media, and how does that type of student fair when it comes to learning in an online environment. So far the data seems to demonstrate a positive correlation between social media use and student engagement in online discussions (Hurt et al., 2014). For a fuller treatment of this topic look to Piotrowski, C. (2015). Emerging research on social media use in education: A study of dissertations. Research in Higher Education, 27.

This involvement can be from advertizement till learning. You can also use big data for this purpose of learning.

Habib

Dear Puna,

Refer the following articles which matches your intention perfectly.

https://globaljournals.org/GJCST_Volume14/5-Influence-of-Facebook-in-Academic.pdf

http://iiste.org/Journals/index.php/DCS/article/view/19095/19604

Puna, you can also have a quick look at this technical blog.  It is a few years old now but it will give you an insight.

Research Technical Blog: Social Networking, A Missed Opportunity?

Thank you very much for this research report. It was very useful

Dear Deniel and Salvarajah, thanks for sharing useful articles with all of us.

Habib