Analyzing the Impact of Digital Media on Promoting High-Quality Skiing Education: A Case Study of Online Tutorials and Social Media Campaigns

Abstract

This study investigates the impact of digital media on promoting high-quality skills by assessing its impact on collaborative education and technological skills within Chinese higher education. A survey-based strategy was adopted and three explanatory variables were incorporated, namely students’ learning using social media, students’ experience of using social media in teaching and social media usage frequency. The learner’s motivation was also included as a mediator. The study collected data from university students across mainland China, focusing on those engaged in learning using social media platforms. Structural Equation Modelling (SEM) was employed to analyze the data. The findings showed that usage of social media for learning positively impacts collaborative education, indicating students’ preference for interactive projects and online lectures on social media. Regarding the impact on technological skills, the findings showed that social media usage frequency positively influencedtechnological skills among students in Chinese universities. Additionally, it was found that learner’s motivation significantly mediated the association of social media usage frequency with collaborative education and technological skills. Learner’s motivation played a significant mediating role in the relationship between students’ experience of social media learning and collaborative education. The findings hold implications for educators, institutions, and policymakers striving to leverage digital media to advance high-quality skills in educational settings.