Unveiling the Factors Influencing Social Media Usage Among A'Sharqiyah University Students: Exploring Impacts and Pathways to Optimization

Social media networks facilitate global connectivity and communication by providing platforms for users to interact, share information, and build communities online. This study aims to explore the impact of utilizing Social Media Networks (SMNs) on the academic attainment of A’Sharqiyah University students in the Sultanate of Oman. It recognizes the global significance of SMNs in modern society, emphasizing their role in communication, content sharing, and fostering connections. To achieve this, a structured questionnaire was formulated to collect primary data from 300 participants utilizing a purposive sampling technique, and its reliability was assessed through Cronbach's Alpha. The study formulated and tested four hypotheses via linear regression and one-sample t-tests. Results indicated overall satisfaction among participants and their intention to continue using SMNs for educational purposes. However, factors like perceived ease of use, usefulness, and reliability surfaced as key influencing factors in their decisions. This study offers valuable insights for practitioners and policymakers, pinpointing crucial dimensions that need emphasis to improve the utilization of SMN with the goal of enhancing students' academic achievements.