This study investigated the factors that might affectthe use of social media in e-learning, particularly targeting theuse of Facebook, Twitter and YouTube. Questionnaire designwas based on Push-Pull-Mooring framework, and distributed tostudents and academicians in local universities (N = 455). Fivesignificant predictors were found, viz. E-learning Perception,Convenience, Academic Reasons, Ease of Use and SocialNetworking. A further analysis revealed younger respondentswere more enthusiastic in using social media in e-learning,particularly for Academic Reasons, Social Networking and Easeof Use. The findings indicate that students and academicians areopen to the idea of using social media in e-learning, moreapparent among the younger ones. It is believed that integrationof social media in e-learning will enhance communication andcollaboration among students and academicians
