DIGITAL CULTURE AND ONLINE BEHAVIOUR AMONG UNIVERSITY STUDENTS: EVIDENCE FROM TRADE UNION UNIVERSITY
In the context of digital transformation in higher education, cyberspace has become an integral part of university life, where students learn, communicate, share information, and develop new behavioural norms. This study examines the digital culture and online behaviour of students at Trade Union University in order to explore their participation in digital environments, perceptions of digital responsibility, online communication practices, and factors influencing students’ digital culture. A mixed-methods approach was employed, combining a questionnaire survey of 300 students with in-depth interviews involving students, lecturers, and university administrators. The findings indicate that students frequently use social media and online platforms for learning and academic communication. Most respondents demonstrated positive awareness of information verification, respect for digital copyright, and civil online communication; however, a noticeable gap remains between awareness and actual practice, particularly in the ethical use of AI-assisted learning tools, protection of personal data, and compliance with digital academic integrity standards. The study also highlights the influence of lecturers, university management, peer groups, and the broader digital environment in shaping students’ digital culture. Based on these findings, the article proposes several recommendations for promoting digital culture, strengthening digital citizenship education, and developing a safe, responsible, and humane online learning environment in higher education.