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This study aims to focus on exploring the impact of the COVID-19 pandemic on the students’ academic performance in Jordanian higher education during the outbreak of the pandemic, evaluating the e-learning education and evaluating online education in practical lessons during the pandemic according to the university type, educational level, academic year and different specializations or faculty.

This study provides quantitative and qualitative analysis on the students’ e-learning performance during the pandemic. It presents the analysis of online learning preference of 424 questionnaires and 85 structured interviews with the university’s students and examines whether there is significant impact of the COVID-19 pandemic on their academic performance.

The findings of this study present evidence of students’ improvement in their academic performance and lend credence to the notion that organizational characteristics may play a role in the adaptation of emergency remote teaching. This was evident that more scientific-based faculties (engineering, pharmaceutical and medicine) faced more challenges during the pandemic, and it negatively influenced students’ performance. This was justifiable to the need for a more practical one-to-one interaction and integration.

The findings of this research present evidence of students’ improvement in their academic performance and lend credence to the notion that organizational characteristics may play a role in the adaptation of emergency remote teaching. This was evident that more scientific-based faculties (engineering, pharmaceutical and medicine) faced more challenges during the pandemic and it negatively influenced students’ performance. This was justifiable to the need for a more practical one-to-one interaction and integration.

This research considers the role of social media platforms and their impact on individuals' eudaimonic well-being, and aims to help develop a social marketing programme in the future that would enable students in Jordanian universities to flourish, by focussing on their social media drivers and overcoming their challenges in an attempt to improve their psychological well-being (PWB).

The authors used qualitative research examining lived experiences and behaviours around social media use. The authors conducted 39 semi-structured interviews with students at various universities across Jordan, alongside an online survey with open-ended questions, which were based on six PWB dimensions: environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positive relationships with others.

Social media use and advertising were found to positively impact students' self-acceptance and relationships with others but to negatively impact their autonomy. They were found to have different impacts on students' sense of purpose in life and personal growth, depending on the content shared on their platforms.

The ethical debate surrounding social media amongst students indicates that such social marketing programmes might stimulate individuals' sense of control over their environment, encourage openness to new experiences, and give their lives a beneficial direction. The study makes recommendations for the creation of an evidence-based social marketing programme that is extrinsically focussed on increasing resilience, creating an audience persona and building awareness of PWB.