Virtual social media platforms of greater importance for general and corporate purposes. Especially retailers today resort to these platforms to bridge a communication gap between their PR practitioners and consumers for reputation management purposes. This research also examines the virtual social media usage for Public Relations (PR), leading to Reputation Management in the Jordanian retail sector. The researchers developed the conceptual model at Theory of Reasoned Action, applied the Structural Equation Modeling (SEM), and selected a sample of n= 250 PR professionals. Results indicated by the Public Relations practitioners have a significant impact on controlling the customers' behavior. This Perceived Behavioral Control is an important factor in social network adoption for communication purposes. Accompanied by instant communication ability, these social networks and communication feasibility have a significant impact on Reputation Management. However, it is notable that, Attitude also mediated the Public Relations Practices concerning Perceived Behavioral Control, indicating that the Theory of Reasoned Action significantly determined the factors determining the Virtual social media usage and adoption for the reputation armament purposes. Thus, it is concluded that using social networks for Public Relations practices is the need of the day. Especially when using them for reputation management, companies consider different factors that further assist their digital networks adoption process, leading to fruitful outcomes. Further, the researchers have discussed the study contributions and made recommendations for future researchers.

The global technological transformation has greatly changed and improved almost every part of our life. Notably, today, social media influences us even for the basic necessities of life, such as education. By keeping the importance of social media in education, this research also focuses on the effects of YouTube culture in improving students' academic performance in Jordan. The researchers used Structural Equation Modeling (SEM)as the study relies on a self-proposed conceptual model. Results revealed that social network usage significantly affects Perceived Usefulness, which further leads to accepting YouTube educational channels. Besides, these YouTube educational channels significantly affect the academic performance of Jordanian students. Finally, demographic variables are found to have a significant indirect effect on the student's academic performance, indicating that YouTube channels as benefiting Jordanian students. Thus, it is concluded that YouTube significantly affects academic performance among Jordanian students. Additionally, the effect of demographical factors is also strong on YouTube usage and academic performance. Here it is concluded that the negativity or positivity of these impacts can be determined by the purpose of usage and the extent to which it is used. Further, the researchers have highlighted and discussed the study's limitations.

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