Conceptual Paper on Social Media Platforms as Learning Tools and Their Impact on Digital Marketing Strategy and Learning Effectiveness in Blended Learning Environments

This conceptual paper examines the role of social media platforms as learning tools within blended learning environments, with particular attention to their impact on digital marketing strategy and learning effectiveness. Drawing from contemporary literature, the paper highlights how the integration of social media enhances student engagement, collaboration, and communication while addressing challenges such as distraction and uneven adoption. The proposed framework identifies independent variables—perceived usefulness, ease of use, engagement, and trust—and explains their influence on learning effectiveness as the dependent variable. This study contributes to both academic discourse and practical pedagogy by providing insights into how higher education institutions can strategically leverage social media to optimize teaching and learning in the digital age.