Enhancing Teaching Competency in Higher Education: The Role of <scp>AI</scp> Efficacy, Social Media Use and Classroom Dynamics

ABSTRACT The pursuit of enhanced teaching competency in higher education necessitates understanding multifaceted factors that influence effective teaching practices. This study investigated how AI efficacy, social media use and classroom dynamics enhance teaching competency among higher education faculty. Grounded in Bandura's Social Cognitive Theory, we analysed data from 304 university instructors using structural equation modelling. Results reveal that AI efficacy positively influences social media use, which significantly enhances teaching competency. While AI efficacy demonstrates no significant direct impact on teaching competency, its substantial indirect effect through social media use indicates complete mediation. Classroom dynamics, encompassing student engagement patterns, participatory learning environments and interactive teaching methods, emerge as a foundational element that strengthens both social media adoption and overall teaching effectiveness. The collaborative interaction between classroom dynamics and AI efficacy creates optimal conditions for technology‐enhanced pedagogical practices. These findings highlight the interconnected roles of AI efficacy, social media engagement and classroom dynamics in fostering teaching excellence. The study offers valuable insights for educational institutions developing comprehensive faculty development programmes that integrate technological competency with pedagogical innovation in higher education settings.