Challenges of Using Social Media in Accepting Students for E-Learning in Higher Education Institutions: A Case Study from the Hashemite Kingdom of Jordan

Abstract

This study aims to investigate the obstacles and complexities surrounding the effective use of social media platforms for the acceptance of students into e-learning programs within Jordanian higher education institutions, The research focuses on identifying technological, cultural, institutional, regulatory, and user-related challenges impacting the integration of social media in student recruitment for e-learning. The study encompassed a population of 250 undergraduate and postgraduate students attending public and private universities in the Hashemite Kingdom of Jordan, A stratified random sampling method ensured diverse representation across disciplines, genders, and academic levels. Employing a mixed-methods approach, the study utilized surveys and semi-structured interviews. Surveys consisted of structured questionnaires exploring aspects of technological access, cultural perceptions, institutional strategies, regulatory compliance, and user behavior regarding social media usage for e-learning acceptance. Additionally, semi-structured interviews were conducted with university administrators and faculty members to gather nuanced insights, Analysis of survey responses revealed multifaceted challenges, including limited internet accessibility, disparities in digital literacy, cultural influences shaping student acceptance, adaptability of institutional strategies, regulatory compliance complexities, and evolving user behavior patterns. Interviews corroborated and enriched survey findings, providing qualitative depth to the identified challenges. Based on the study findings, actionable recommendations are proposed. These include investing in enhanced technological infrastructure, tailoring strategies to align with diverse cultural contexts, fostering adaptive institutional approaches, navigating regulatory frameworks effectively, and developing engaging content to promote student acceptance through social media in e-learning programs.