Cybersecurity in the Age of Social Media: Knowledge and Protection Behavioural Insights from Students at the Institute of Accountancy, Arusha

In the digital age, social media has become central to communication, collaboration and knowledge sharing, yet its rapid growth has amplified cybersecurity risks. This study assessed students’ cybersecurity knowledge and behaviours in relation to social media usage, focusing on master’s degree students at the Institute of Accountancy, Arusha, Tanzania. Guided by Protection Motivation Theory, the research employed a descriptive design and quantitative approach. 195 students were selected as a sample size from a population of 382 using Slovin’s formula, with data collected through structured Likert scale questionnaires and thorough analysis based on descriptive statistics using the Statistical Package for the Social Sciences. This study’s findings discovered that students demonstrated strong cybersecurity knowledge and protective behaviours in high-risk areas such as identity management, password avoidance, and threat blocking, yet inconsistencies remain in routine practices like privacy settings, account verification, and regular security updates. The study concludes that both cognitive understanding and behavioural practices are critical in shaping secure online engagement. It recommends embedding mandatory modules within existing communication courses for empowering students to develop both knowledge and behaviours necessary to navigate social media securely, fostering collaboration between institutions and network service providers, and strengthening policy frameworks to enhance resilience against evolving cyber threats.