The Role of Social Media Platforms in the Learning and Cultural Adaptation Processes of International Students: A Qualitative Study within the Framework of Bandura’s Social Learning Theory

This study examines the impact of social media platforms on the learning behaviors, cultural adaptation processes, and observational learning patterns of international students. The research is designed based on Bandura’s Social Learning Theory (1977), Kim’s Theory of Cross-Cultural Adaptation (2001), and Yılmaz’s (2025) study titled “A Qualitative Study on the Use of Social Media in Foreign Language Learning.” The aim of the study is to reveal how social media functions not only as a communication tool but also as an environment for learning and cultural transmission. In this context, individuals’ learning patterns, perceptions of cultural identity, and social interactions were analyzed through processes of observation, modeling, imitation, and digital interaction. The research was conducted with 30 international students studying at Cyprus American University. The participants come from diverse cultural backgrounds and have resided in the Turkish Republic of Northern Cyprus (TRNC) for at least one academic term. Data were collected using a semi-structured interview form and analyzed through qualitative data analysis methods.The findings indicate that students use social media platforms not only for entertainment or communication purposes but also actively for behavioral learning, cultural observation, and academic sharing. Through the content and individuals they follow on social media, students develop new attitudes, recognize cultural values, and support their language learning processes. Consequently, social media environments were found to align with Bandura’s mechanisms of observational learning (modeling, reinforcement, and self-efficacy) while simultaneously accelerating Kim’s cultural adaptation cycle. In this regard, digital platforms serve as transformative learning spaces for students, fostering both academic learning and cultural integration.