Revolutionizing education: unleashing the power of social media in Saudi Arabian public universities

Abstract This study examines the influence of social media on learning and education inside higher education institutions in Saudi Arabia. This study attempts to utilize the e-learning acceptance model (e-LAM) in order to identify some of the variables that impact Saudi students’ inclination to utilize social media for educational purposes at higher learning institutions in Saudi Arabia. The e-LAM draws on a number of different theoretical viewpoints in order to present a more comprehensive picture of the variables that encourage the use of social media in learning and education in Saudi Arabian higher education institutions while students are enrolled in universities. The study’s survey was completed by 369 undergraduates’ participants enrolled in various academic programs and different educational levels. With the use of structural equation modeling, the analysis was carried out in order to investigate the correlations that existed between the variables that were stated in the conceptual model. Social media adoption intentions in Saudi Arabian higher education institutions were found to be significantly related to performance and self, supporting hypotheses 3 and 4, while communication functionality (COM) and effort (E) were found to be not significant towards Saudi Arabian students’ intentions to adopt social media, thus rejecting hypotheses 1 and 2.