المجلة الجزائرية لبحوث الإعلام والرأي العام
Volume 9, Numéro 1, Pages 124-147
2026-07-07
The Impact Of Artificial Intelligence And Social Media On Student Engagement And Academic Performance In Saudi Higher Education
Authors : Almutarie Aljawjara .
Abstract
This study investigates the impact of artificial intelligence (AI) and social media on student engagement and academic performance in Saudi higher education. Using a quantitative design, data were collected from 443 students across five regions via a structured questionnaire and analyzed with Structural Equation Modeling (SEM). Findings indicate that AI enhances personalized learning, collaboration, and inquiry precision, promoting higher engagement and improved academic outcomes. Social media also positively affects engagement by supporting peer interaction, timely feedback, and a sense of community, though its influence on performance is more indirect and depends on purposeful use. Student engagement mediates the relationships between both AI and social media with academic performance, emphasizing the role of active participation. These results highlight the complementary contributions of AI and social media in fostering interactive learning. Strategic integration of these technologies can enhance teaching, support student-centered learning, and advance educational excellence in Saudi Arabia’s higher education.
Keywords
Artificial Intelligence ; Social Media ; Student Engagement ; Academic Performance, Higher Education
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