How are Live-Streaming Services and Social Media Platforms Changing On-Job MBA Students' Learning? A Case Study for Applying e-Case Live in Management Case-Based Learning in Taiwan

This study examines how social media and live-streaming services can be used to assist on-job MBA students with their learning of Management cases. A learning framework called e-Case Live, which integrates a popular live-steaming broadcast service with social media, is proposed. A total of 48 on-job MBA students participated in this study to learn about the practices of Management in a case-based course. In terms of the two case-learning scenarios, the traditional case-based learning method group (TG) consisted of 23 participants, while the e-Case Live learning method group (e-CaseG) consisted of 25 participants. Students' perceptions were explored in terms of synchronous discussion, asynchronous discussion, and social presence. The results of this study indicate that: (1) compared to traditional classroom instructional methods, most on-job MBA students were more satisfied with e-Case Live in terms of synchronous and asynchronous discussion, but no significant difference was found in terms of social presence; (2) integrating live-streaming services with social media platforms can offer a valuable instructional method for on-job students who practice authentic problem solving by applying what they learn; (3) the e-Case Live framework can effectively enhance student involvement and engagement in understanding the contexts embedded in Management cases; and (4) social media has increased the interaction between teachers and students both in and out of the classroom.