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.
YouTube Culture, Academic Performance, Learning, Jordan, Structural Equation Modelling
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