Evaluating the Efficiency of Social Networks in Raising Awareness of Educational and Cultural Issues Among High School Students Using the DEA Method

Abstract

This study evaluates the efficiency of social networks in enhancing awareness of educational and cultural issues among secondary school students using Data Envelopment Analysis (DEA). It is deemed applicable as its results can assist educational policymakers in formulating more effective approaches to leveraging modern media technologies. The research is quantitative in nature, focusing on the collection and analysis of numerical data. It examines the correlation among various indices identified in the questionnaire, which consists of 43 items designed on a five-point Likert scale, covering educational and cultural factors, social media usage capabilities, and management aspects.

The target population includes first and second-grade secondary school students in Yazd, with a reported total of 93,494 students according to the Yazd Education Administration in 2024. The sample size was determined to be 384, calculated using Morgan's table, and the sampling was conducted through simple random selection. The questionnaires were distributed electronically across virtual networks to the respondents. Content validity was established by experts, and reliability was confirmed with a Cronbach's alpha of 0.812.

The decision-making units for this research include popular social networks like Telegram, WhatsApp, Eitaa, Shad, and Instagram, selected based on usage frequency and their significance in virtual education and culture. Results from DEA analysis reveal that the efficiency of different social networks in increasing student awareness varies significantly. Specifically, Instagram demonstrated the highest efficiency score (1.000), while WhatsApp exhibited the lowest (0.820), driven by multiple influencing factors. The findings suggest critical implications for educational stakeholders aiming to enhance cultural and educational outreach through these platforms.