<![CDATA[This study aims to analyze the role of social media as an agent of socialization in shaping university students' values and norms, and to identify variations in its influence across different higher education contexts. A qualitative approach employing a case study design across three universities was utilized. Data were collected through participant observation, in-depth interviews, and document analysis involving university leaders, bureau heads, deans, faculty members, and students between July and September 2025. Data analysis was conducted interactively through data condensation, data display, verification, and cross-site comparison. The findings indicate that social media plays an active role in value formation by broadening perspectives, shaping self-identity, facilitating digital interaction, and influencing habits and behaviors. This influence is ambivalent, offering benefits regarding information and networking while simultaneously posing risks of dependency, anxiety, and impaired academic focus. In conclusion, the influence of social media is gradual, interactive, and contextual. Consequently, higher education institutions need to strengthen digital literacy, media ethics, and social media governance.]]>
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