How Social Media Marketing Drives e-Learning Platform Adoption: A Multigroup Approach

Technological advancements have been instrumental in the evolution of the educational landscape, particularly with the proliferation of electronic learning platforms, which have witnessed significant growth in recent years, offering individuals a diverse array of customised courses. In this vein, the present study seeks to elucidate the impact of social media marketing activities on electronic word-of-mouth and student intention to engage with these platforms. Specifically, we aim to investigate how activities such as entertainment, interaction, trend analysis, personalisation, and advertising, conducted by leading digital e-learning platforms on social networks, shape user behaviour. Furthermore, we endeavour to assess the mediating role of electronic word-of-mouth, with a particular emphasis on the educational attainment level of respondents. To achieve these objectives, we conducted a cross-sectional quantitative study involving a sample of 303 participants, all of whom were users of at least one electronic learning platform. Structural Equation Modelling (PLS-SEM) was employed to analyse the proposed model comprehensively. Our findings underscore the substantial influence of social media activities on both electronic word-of-mouth and students' propensity to utilise these platforms. Notably, our multi-group analysis, stratified by educational level, reveals nuanced patterns. Specifically, university and technical users demonstrate a heightened association between social media marketing activities, electronic word-of-mouth, and intention to use, reflecting their urgency in accessing the service and thereby exhibiting a greater receptivity to digital platform activities. Conversely, postgraduate users place greater significance on electronic word-of-mouth, underscoring the importance of authentic user perceptions in shaping their engagement decisions.