Arts Educa

Vimala Venugopal Muthuswamy Department of Management, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Dr. Samah Mohammed Salem Bayomei Business Administration Department, King Faisal University, Saudi Arabia


The purpose of this study was to examine the impact of social media platforms, particularly YouTube, on the satisfaction and academic performance of students enrolled in business schools at higher education institutions in Saudi Arabia. In order to achieve this objective, a conceptual framework was formulated by integrating elements derived from established theories such as the Technology Acceptance Model (TAM) and DeLone and McLean’s Information Systems Success Model (D&M ISS model). The model that has been created went through empirical validation through the analysis of quantitative data collected from students enrolled in higher education institutions in Saudi Arabia. The findings of the analysis indicated that the perceived usefulness and perceived ease of use of YouTube were significant factors in predicting students’ intention to utilise YouTube for educational and learning purposes. Additionally, it was discovered that the perceived alignment between technology and user needs was a significant predictor of the intention to utilise said technology. In addition to the aforementioned findings, it was determined that information quality did not emerge as a statistically significant predictor of intention to use. However, it was observed that system quality had a positive impact on individuals’ intention to use. Furthermore, the desire to use YouTube as a tool for educational and learning endeavours has also resulted in increased student satisfaction and improved academic achievements. This study makes an invaluable contribution to the existing body of literature by enhancing the Technology Acceptance Model (TAM) through the inclusion of a new construct known as perceived task-technology fit. Furthermore, there has been a lack of prior empirical research on the utilization of YouTube for educational and learning purposes, particularly within the specific context of Saudi Arabia. This study aims to address this gap by conducting an evaluation using the Technology Acceptance Model (TAM) and DeLone & McLean’s Information Systems Success (ISS) model. Consequently, this research endeavor holds significant value as it contributes to the existing body of knowledge in this field.