IMPACTS OF SOCIAL MEDIA AND DEMOGRAPHICAL CHARACTERISTICS ON UNIVERSITY ADMISSIONS: CASE OF JORDANIAN PRIVATE UNIVERSITIES

Abstract

Social media have deeply integrated into our lives. Especially, students more prefer online media technology to avail information about their educational scenarios. The current study also aims to examine the impacts of social media platforms on the acceptance of students in university based on the decision influenced by the specific media platform. To explore this phenomenon, the research reviewed the relevant literature and developed a conceptual model supported by Risk Theory. The researcher randomly selected a sample of n= 332 students from three private sector university in Jordan. Results revealed that specific social media platforms are deeply correlated with students’ Admission related decision-making process.Moreover, demographical characteristics also influence their decision-making process. Thus the researcher concluded that social media is contributing much in students’ daily educational life matters. More students should be conducted to explore the impacts of social media usage on the other aspects of students educational matters.