Challenges of Using Social Media in Accepting Students for e-learning in Educational Institutions

This study aims to identify the challenges of using social media in students’ acceptance of e-learning in higher education institutions in the Kingdom of Saudi Arabia and to provide recommendations to address these challenges. The study population consists of individuals affiliated with higher education institutions in Saudi Arabia, including students, faculty, administrative staff, policy makers, and industry practitioners. A total of 400 study participants were recruited, of whom 328 responded to the survey, resulting in a response rate of 82%. A mixed-methods research design was used, combining quantitative surveys and qualitative interviews to explore the challenges of social media integration in e-learning admissions. A structured online questionnaire was conducted to collect quantitative data on participants’ perceptions, experiences, and challenges related to social media use. In addition, semi-structured interviews were conducted with a subset of survey participants to delve deeper into their perspectives and experiences. Data analysis includes descriptive statistics, inferential analysis, and thematic analysis. The findings revealed several challenges associated with the use of social media in e-learning admissions in Saudi Arabia, including limitations in technological infrastructure, cultural barriers such as gender segregation and conservative values, and regulatory restrictions resulting from government censorship policies and data protection laws. And different stakeholder perspectives. Despite these challenges, participants acknowledged the potential of social media to enhance e-learning admissions and suggested recommendations to address the barriers identified. Based on the results of the study, recommendations were made for higher education institutions in the Kingdom of Saudi Arabia to overcome the challenges of using social media in e-learning admissions. These recommendations include investing in technology infrastructure, promoting cultural sensitivity and inclusivity, ensuring compliance with regulatory frameworks, providing capacity building and training opportunities, enhancing stakeholder engagement and collaboration, and enhancing ongoing research and evaluation efforts.