Digital Media and Students’ AP Improvement: An Empirical Investigation of Social TV

Social media has integrated into traditional TV that has improved the learning, entertainment and communication process. Social TV is a new learning and connectivity aspect using interactive media platforms. This study highlights the impact of STV on students' AP in Jordan using a quantitative approach and a selected sample (n=516) of university students. The findings revealed a robust and significant relationship between STV and students' AP. STV has significantly improved their interaction and learning experiences. They were capable of learning new things from watching STV and shared their experiences with others through online platforms. The study proposed a research model and assessed it using the PLS-SEM technique.