| Summary: | There is a disparity in the academic system in Jordan. It has the highest percentage of Internet users with social media accounts in the world. In 2017, social media accounts were used in Jordan by 90%, mostly students. However, the traditional method of choosing academic specialization is more prevalent than digital media communication. The effect of Digital media communication on the students' decision
was only 20%. Thus, this research study aims to answer the main question? "Does the role of digital media communication ignificantly impact the students' choice of academic specialization?" This study investigated the impact of integrating the Social Behaviour Theory, the Uses and Gratification Theory, and (TAM) Model, as part of an empirical examination into the effect of digital media communication usage on the choice of academic specialization among students in Yarmouk University, Jordan. A quantitative methodology approach was do in this study " The Proposed model is validated empirically using the responses from a survey of 394 respondents were analysed using (SEM-PL ). The finding of Structural Equation Modelling (SEM-PLS) that there are gratification and needs in students when using digital media
where the most important sources of academic information, as well as revealed a correlation among the behaviour of digital media, by perceived usefulness (PU), perceived ease of use (PEOU) of the construct, where the R2 values were (R2 0.358, 0.349, 0.428) respectively. The study showed a positive relationship among the perceived usefulness (PU), perceived ease of use (PEOU) and most used applications,
for students' choice of academic majors (website, YouTube, Facebook), Similarly a positive effect of academic major on the students' perceived ease of use (PEOU). Media templates, (high-quality videos special video effects, sound, and music, social TV) positively influenced students' behavioural of digital media to choose academic majors. Additionally, these factors demonstrated by the results of this study; enhance the behavioral intention of respondent's by digital media communication for the selection of university majors among students in the Yarmouk University. Furthermore, 10 out of the 12 hypotheses in the current study were supported, where the behavioural factors of digital media communication significantly influenced (significant at p** < = 0.01, p* < 0.05) the respondent's selection of university pecialization. To communicate effectively on digital media communication, J rdanian universities should present information interactively. For the time being, it is important for universities to find new ways to introduce media messages, create a space for students, and raise awareness among parents. Furthermore, the results of this study could serve as a basis for further research and improvement into the direct influence of behavioural factors of digital media communication on the students' selection of academic specialization in Jordan and the Arab region.
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