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

Author

Listed:
  • Muhammad Azman Ibrahim

    (Faculty of Business and Management, Universiti Teknologi MARA (UiTM) Puncak Alam)

  • Mohamad Fariz Abdullah

    (Faculty of Business and Management, Universiti Teknologi MARA (UiTM) Puncak Alam)

Abstract

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.

Suggested Citation

  • Muhammad Azman Ibrahim & Mohamad Fariz Abdullah, 2025. "Conceptual Paper on Social Media Platforms as Learning Tools and Their Impact on Digital Marketing Strategy and Learning Effectiveness in Blended Learning Environments," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 2369-2381, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:2369-2381
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    References listed on IDEAS

    as
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