Effects of YouTube Culture on Academic Performance among Students in Jordan: A Structural Equation Modeling Study

Mohammed Habes (1), Muhammad Noor Al-Adwan (2), Ali Fayyad Al Rabat Al Rabat (3), Ghalib Ali Shatnawi (4), Marcelle Issa Al Jwaniat (5)
(1) Faculty of Mass Communication, Radio & TV Department, Yarmouk University, Jordan, Jordan,
(2) College of Mass Communication & media- Al Ain University, Abu Dhabi, UAE, United Arab Emirates,
(3) Dean of Faculty of Fine Arts, Yarmouk University, Jordan, Jordan,
(4) Faculty of Mass Communication, Department of public relations and advertising, Yarmouk University, Jordan, Jordan,
(5) Faculty of Mass Communication, Department of Journalism, Yarmouk University, Jordan, Jordan


The global technological transformation has greatly changed and improved almost every part of our life. Notably, today, social media influences us even for the basic necessities of life, such as education. By keeping the importance of social media in education, this research also focuses on the effects of YouTube culture in improving students' academic performance in Jordan. The researchers used Structural Equation Modeling (SEM)as the study relies on a self-proposed conceptual model. Results revealed that social network usage significantly affects Perceived Usefulness, which further leads to accepting YouTube educational channels. Besides, these YouTube educational channels significantly affect the academic performance of Jordanian students. Finally, demographic variables are found to have a significant indirect effect on the student's academic performance, indicating that YouTube channels as benefiting Jordanian students. Thus, it is concluded that YouTube significantly affects academic performance among Jordanian students. Additionally, the effect of demographical factors is also strong on YouTube usage and academic performance. Here it is concluded that the negativity or positivity of these impacts can be determined by the purpose of usage and the extent to which it is used. Further, the researchers have highlighted and discussed the study's limitations.

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Mohammed Habes
mohammad.habes@yu.edu.jo (Primary Contact)
Muhammad Noor Al-Adwan
Ali Fayyad Al Rabat Al Rabat
Ghalib Ali Shatnawi
Marcelle Issa Al Jwaniat
Author Biographies

Mohammed Habes, Faculty of Mass Communication, Radio & TV Department, Yarmouk University, Jordan

Dr. Mohammed Habes is currently working Assistant Lecturer at the Faculty of Mass Communication (Radio &Television Department) at Yarmouk University-Jordan. Habes does research in Digital Media, New media, media studies, social TV, Television Studies, and Academic performance; his research interest is also in Quantitative Research Methods, Partial Least Squares-Structural Equation Modeling (PLS-SEM).

Muhammad Noor Al-Adwan, College of Mass Communication & media- Al Ain University, Abu Dhabi, UAE

Dr. Muhammad Noor Al Adwan, an assistant prof at Al Ain University, UAE specializing in Public Relations, graduated from University Utara Malaysia in 2012. My area of research is in Public Relations and communications, I published two books and many articles, six of which were published in (Scopus).

Ali Fayyad Al Rabat Al Rabat, Dean of Faculty of Fine Arts, Yarmouk University, Jordan

Prof Ali Fayyad Al rabat: He is a cinema professor and is currently the dean of the Faculty of Arts at Yarmouk University. He has many types of research and studies in the arts and cinema and has participated in many international and local festivals. Prof Al rabat is interested in research journals related to semiology images and artistic.

Ghalib Ali Shatnawi, Faculty of Mass Communication, Department of public relations and advertising, Yarmouk University, Jordan

He is an associate professor of Public Relations at the Department of Public Relations and Advertising/ Yarmouk University. he was Ph.D. in Pubic Communication from Georgia State University-USA in 2004 and an MS in Public Relations from Boston University in 1992. he is currently taking different courses in PR, one of them being in English. Shatnawi's major areas of interest are the following: Strategic management of PR, PR and Crises Management, PR and Reputation Management, PR Campaigns, and Political Communication.

Marcelle Issa Al Jwaniat, Faculty of Mass Communication, Department of Journalism, Yarmouk University, Jordan

Dr. Marcelle Issa Al Jwaniat is a Dedicated and experienced University Professor with over four years of experience serving as a Professor in the Mass Communications - Journal Department of Yarmouk university & TV Department of KUTC. she is a researcher in digital media, also in the women's affairs and youth. Dr. Al Jwaniat is interested in the dialogue between religions, diversity, and human rights. She has experience in training.

Habes, M., Al-Adwan, M. N., Al Rabat, A. F. A. R., Shatnawi, G. A., & Al Jwaniat, M. I. (2022). Effects of YouTube Culture on Academic Performance among Students in Jordan: A Structural Equation Modeling Study. Journal of Intercultural Communication, 22(4), 56–65. https://doi.org/10.36923/jicc.v22i4.38

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