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Challenges and opportunities for business communication: A Facebook approach conundrum

Facebook is currently considered to be one of the most popular platforms for online social networking among university students. The ever-growing prevalence of FB has led business educators to explore what role social networking technology might have in business professional training and development. Nonetheless, much is left to be learned about how Facebook is influencing student learning in the area of business communication. This paper examined the effect of incorporating Facebook for business communication. A total of 150 undergraduate students from a public university in Taiwan participated in this web-supported study. To analyze the students’ reflection both quantitatively and qualitatively, a mixed method was employed. The collected data consisted of a survey based on technology acceptance model, in-depth interviews, and course related materials. The findings showed that the incorporation of Facebook into coursework effectively assisted students’ learning of business communication. Facebook worked as the social glue that connected students together in a learning community, provided opportunities for sharing, and transformed students’ learning attitudes towards their business presentation projects. Students deepened their understanding of content knowledge learning not only from the class input but also via peer feedback activities on Facebook. In addition to the benefits gained, care should be taken not to over-privilege Facebook. Weighing between the balance between social networking practice on Facebook and face‐to‐face interaction in class, pedagogical suggestions and recommendations are addressed for future pedagogical use and research direction.


Chung-Kai Huang    
Department of International Business
National Taipei University of Business

Chung-Kai Huang is an assistant professor in the Department of International Business at National Taipei University of Business, Taiwan. His research includes digital media design, usability testing and human resource development.

Chun-Yu Lin    
Department of Education Policy, Organization and Leadership
Univisety of Illinois of Urbana-Champaign
United States

Chun-Yu Lin earned his Ph.D. in Human Resource Development from University of Illinois at Urbana-Champaign. His research interests focus on instructional design and technology, professional competencies, organizational socialization, organization development and organizational behavior.

Daniel Steve Villarreal    
Center for General Education
National Defense Medical Center

Daniel Steve Villarreal is an assistant professor of English in the Center for General Education, National Defense Medical Center, Taipei, Taiwan, and holds a Ph.D. in Foreign Language Education from The University of Texas at Austin.


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