Communication in the Digital Age: The Impact of Communication Skills and Cultural Restraint on the Use of Social Media Platforms in the Case of Jordan

Abstract

The rapid proliferation of social media platforms has fundamentally transformed communication dynamics globally. This study investigates the impact of communication skills on social media usage, emphasizing the moderating role of cultural restraint within the context of Jordan. Employing a quantitative research design, data were collected from 415 young adult social media users through an online survey and analyzed using Structural Equation Modeling (SEM) via SmartPLS 4 software. The findings suggest that individuals with strong communication skills are more effective at using social media, supporting the ideas of Self-Efficacy Theory and Social Capital Theory, which propose that better communication abilities lead to more proficient social media usage. However, this positive relationship is moderated by cultural restraint, with higher levels of cultural restraint weakening the impact of communication skills on social media engagement. These results highlight the necessity of culturally sensitive approaches when promoting social media engagement, as cultural norms and values significantly influence digital behaviors. This study contributes to the existing literature by providing empirical evidence from a non-Western context and underscores the complex interplay between individual abilities and cultural factors in shaping social media usage. Future research should explore additional moderating variables and consider longitudinal and cross-cultural studies to further elucidate these dynamics.

1. Introduction

Over the past ten years, there has been a drastic increase in the use of social media platforms in society. There is open access to social networks regardless of age and demographics (Hatamleh 2024). These tools have become essential in our everyday lives to share experiences or inform friends and relatives about a certain event, or even to follow world news (Denemark 2023). However, people’s ability to use these social media platforms is normally affected greatly by their communication skills. Social media users with good communication skills present favorable communication patterns with their networks on social platforms. The participants can communicate their thoughts and ideas easily and accurately, comprehend the meanings and intentions of interlocutors, and extraordinarily focus on the context and details of verbal and non-verbal communication. For this reason, they are more familiar with relationship dynamics, including the various forms of online communication, and are capable of establishing real bonds with other people (Jurėnė and Krikščiūnienė 2020).

Additionally, such outgoing personalities help them in the promotion of their professional profiles, especially via social media sites (Wang et al. 2021). They can come up with persuasive and interesting statuses, as well as advertise themselves and share more about their career milestones and plans. Such abilities can enhance their visibility, help them forge new connections, and create new job opportunities available online (Jurėnė and Krikščiūnienė 2020).

But this is not restricted to how users employ these platforms or to how these skills may change the social media platforms’ effects on users. This raises an important research question: How does an enhanced level of communication skills affect the utilization of social media? It is necessary to consider the detailed description of the factors that define the modern media context of communication and consider the application of such skills as an opportunity to expand or control the positive impact on users of such platforms. What is the Impact of Communication Skills on the Use of Social Media Platforms?

In light of the current global trends that are defining technology and culture across the globe, there is a need for knowledge that will help guide our interaction in these technological domains. Social media platforms, which are now widely used as major means of communication and idea-sharing, also represent and influence the various cultures involved in this process (Ramawela and Chukwuere 2020). While research highlights the importance of communication skills in determining how we use these platforms, another factor emerges as a crucial research focus. The following are examples of unsuccessful attempts to resist cultural influences of contemporary globalization: Regardless of the skills and knowledge people possess, the extent to which groups and individuals engage with dominant cultural forces can either enhance or diminish the impact of communication skills on the adoption of social media platforms (Hatamleh et al. 2023).

To be more specific, cultural restraint—as it is defined in common parlance—refers to how people and communities struggle against the existing paradigms of culture to define their roles and positions in that paradigm (Badaan and Choucair 2023). In the context of social media platforms, this translates into the critical use of these platforms, where individuals can express their views and create interaction spaces that differ from prevailing patterns (Silviani et al. 2022; Hatamleh et al. 2023).

One of the challenges that confronts humanity, now and in the past, is the degree to which small children are socialized. Without socialization, we do not become “human”. This dimension is defined as the extent to which people try to control their desires and impulses based on how they were raised. Relatively weak control is called “Indulgence”, and relatively strong control is called “Restraint”. Cultures can, therefore, be described as Indulgent or Restrained (Sun et al. 2019).

Jordan’s relatively low score of 43 indicates that its culture is one of Restraint. Societies with a low score in this dimension tend to exhibit cynicism and pessimism. In contrast to Indulgent societies, Restrained societies do not put much emphasis on leisure time and control the gratification of their desires. People with this orientation perceive that their actions are, or should be, restrained by social norms and feel that indulging themselves is somewhat wrong (Aleqedat et al. 2022).

Despite Hofstede’s assertion that Jordanian society is one with high cultural restraint, he applied this concept in the real world (Hatamleh et al. 2023). However, its impact in the virtual world remains ambiguous and will be key to addressing the research gap in previous studies. It appears that it will play a fundamental role in controlling the influence of social communication skills on the use of social media platforms.

Thus, an important research question arises: What is the role of cultural restraint as a moderating variable between communication skills and the use of social media platforms? Exploring this question requires an in-depth analysis of how cultural restraint can influence the relationship between how individuals use their communication skills and interact with these platforms. By examining these dynamics, we can gain a better understanding of how cultural and social identities are shaped in the digital age and how individuals can use communication skills and cultural restraint to influence the course of their digital interactions.

In conclusion, understanding the complex interplay between communication skills and cultural restraint in the context of social media use is essential for grasping how these platforms shape and are shaped by the diverse cultures interacting within them. This understanding can help individuals and organizations navigate the digital landscape more effectively, leveraging these insights to foster more meaningful and impactful interactions.

2. Literature Review

2.1. Social Media in Jordan: An Overview and Usage Statistics

Social media has profoundly shaped Jordanian society, influencing communication, politics, culture, and even everyday interactions. As of early 2023, around 6.61 million people in Jordan actively use social media, representing 58.4% of the population (DataReportal 2023). This widespread adoption underscores the country’s increasing digital engagement and connectivity, with platforms like Facebook, Instagram, Twitter, and TikTok playing a central role.

Facebook’s ad reach alone covered 43.3% of Jordan’s population in January 2023, reflecting its dominance, particularly among users aged 13 and above (DataReportal 2023). Similarly, YouTube has become a significant platform, matching Facebook’s reach with 6.61 million users, which is about 58.4% of the population. Instagram and TikTok, although slightly less pervasive, still demonstrate strong engagement. Instagram’s 2.85 million users account for 25.2% of the population, while TikTok has reached 4.43 million users, or 44.5% of the internet user base, specifically among those aged 18 and above (DataReportal 2023).

These statistics indicate more than just numbers; they highlight the pervasive role of social media in Jordanian life. The high engagement levels suggest that social media platforms are not only popular but are also essential tools for communication, content consumption, and information dissemination. The significant reach of platforms like Facebook and YouTube points to their influence over public opinion and their potential as powerful channels for marketing and political campaigns. Moreover, the data indicate a trend towards younger demographics becoming increasingly active online, which could have far-reaching implications for the future of digital media consumption and engagement in Jordan.

In summary, the widespread use of social media in Jordan reflects broader global trends of digitalization, while also presenting unique insights into how these platforms are integrated into the fabric of Jordanian society. These statistics are not merely figures but indicators of a society that is deeply connected online, with social media playing a pivotal role in shaping the social, political, and cultural landscape of the country.

2.2. The Culture of Jordan Based on Hofstede’s Dimensions Theory: Indulgence vs. Restraint

Hofstede’s cultural dimensions theory provides a framework for understanding the impact of a society’s culture on its members’ values and behaviors. One of the key dimensions in this theory is Indulgence vs. Restraint, which describes the extent to which societies allow or control the gratification of desires and feelings (Hofstede 2011). Jordan, with its unique cultural and social fabric, exhibits characteristics of a restrained society.

2.3. Understanding Indulgence vs. Restraint

Indulgence refers to societies that allow relatively free gratification of basic and natural human desires related to enjoying life and having fun. In contrast, Restraint refers to societies that suppress gratification of needs and regulate it through strict social norms.

Jordan’s Cultural Orientation: Restraint

Jordan scores low on the Indulgence dimension, indicating that it is a restrained society. This low score reflects the following aspects:

• Control of Desires and Gratification: In Jordan, there is a significant emphasis on controlling one’s desires and impulses. This is evident in both social and personal contexts, where there are established norms and expectations regarding behavior, especially concerning modesty and propriety (Drozdowska et al. 2021; Hatamleh et al. 2023).
• Social Norms and Religious Influence: Jordanian culture is heavily influenced by Islamic values, which advocate for moderation and self-discipline. Religious teachings emphasize the importance of self-restraint and the avoidance of excess, which permeate various aspects of daily life, from dress codes to dietary practices (Aleqedat et al. 2022).
• Leisure and Happiness: In restrained societies like Jordan, leisure activities are not the primary focus. While there are opportunities for enjoyment and recreation, they are often secondary to work and familial responsibilities. Public expressions of joy and indulgence are typically moderated by cultural expectations (Al Hawamdeh and Al Qatamin 2021; Drozdowska et al. 2021; Aleqedat et al. 2022)
• Pessimism and Cynicism: Restraint in Jordanian culture can also manifest in a more pessimistic outlook on life. People may feel that their actions are constrained by social norms, leading to a perception that indulgence in desires is somewhat wrong or inappropriate. This can contribute to a general sense of caution and conservatism in behavior and attitudes (Drozdowska et al. 2021; Hatamleh et al. 2023).

3. Hypothesis Development

Communication skills refer to the ability to convey information effectively and efficiently. They encompass both verbal and non-verbal communication, including writing, speaking, listening, and body language. Effective communication is a crucial component in personal and professional success and plays a significant role in the utilization of social media platforms.

3.1. Theoretical Background

Self-Efficacy Theory: Bandura’s (1986) Self-Efficacy Theory asserts that an individual’s belief in their ability to successfully perform a specific task plays a crucial role in their willingness to engage in that task. This concept of self-efficacy is particularly relevant in the realm of social media, where effective communication is essential for meaningful interaction and content creation. Individuals with strong communication skills are likely to perceive themselves as competent and capable in social settings, both offline and online. This perception of competence fosters a higher sense of self-efficacy when it comes to using social media platforms.

The relationship between communication skills and self-efficacy suggests that those who are confident in their abilities to convey ideas, engage in conversations, and articulate thoughts are more inclined to utilize social media as a tool for these purposes. This confidence not only enhances their motivation to engage with social media but also reduces potential anxieties or barriers that might otherwise limit their usage. Consequently, individuals with advanced communication skills are more likely to explore and engage with various features of social media platforms, leading to increased usage.

Moreover, social media platforms are inherently designed to facilitate and amplify communication, making them attractive to individuals who excel in this area. The ability to craft compelling messages, engage with diverse audiences, and navigate complex social dynamics online further reinforces the positive feedback loop between communication skills and social media engagement. As these individuals experience success in their online interactions, their self-efficacy continues to grow, encouraging even greater use of these platforms (Schunk and DiBenedetto 2016). This theoretical framework underpins our hypothesis that communication skills positively impact social media usage.

Social Capital Theory, initially articulated by Bourdieu (1986) and later expanded by Putnam (2000), emphasizes the value derived from social networks, relationships, and trust within a community. According to this theory, social capital is a critical resource that individuals can draw upon to achieve various goals, including personal advancement, community building, and professional success. In the digital age, social media platforms have become key facilitators of social capital by providing users with tools to connect, interact, and maintain relationships across vast networks.

Individuals with strong communication skills are particularly well-positioned to leverage social media for the accumulation of social capital. Effective communication enhances one’s ability to form and nurture relationships, engage in meaningful exchanges, and build trust within online communities. As users interact more frequently and deeply on social media, they accumulate social capital, which in turn increases their influence and opportunities within their networks. This dynamic suggests that individuals with better communication skills are likely to use social media more frequently and effectively, as they can maximize the social capital gained from these interactions (Norbutas and Corten 2018).

However, the relationship between communication skills and social media usage does not exist in a vacuum; it is influenced by the broader cultural context in which individuals operate. Hofstede’s (2011) concept of cultural restraint is particularly relevant here. Cultural restraint refers to the extent to which societal norms and values impose limitations on individual behavior, including communication and social interaction. In societies characterized by high levels of cultural restraint, individuals may face significant barriers when attempting to express themselves freely on social media, regardless of their communication skills.

In such cultures, social norms may discourage open communication, particularly on public platforms like social media, where messages are visible to a broad audience. These cultural norms can create an environment where individuals, even those with strong communication skills, feel constrained in their online interactions. For instance, in cultures that prioritize collective harmony over individual expression, there may be a reluctance to engage in discussions that could be seen as controversial or that challenge the status quo. This restraint can limit the degree to which individuals use social media to build and leverage social capital.

Moreover, cultural restraint can also affect the type of social capital that is valued and pursued within a community. In some cultures, social capital may be closely tied to in-group relationships, where trust and reciprocity are primarily extended to family members, close friends, or specific social circles. This focus on in-group dynamics can further constrain social media usage, as individuals may limit their online interactions to a small, trusted network, reducing opportunities for broader engagement and the accumulation of bridging social capital, which connects people across different groups (Putnam 2000).

Cultural context, therefore, plays a critical role in moderating the impact of communication skills on social media usage. In cultures with low cultural restraint, individuals are more likely to feel free to express themselves, engage with a wider audience, and utilize their communication skills to their fullest potential on social media. In contrast, in cultures with high cultural restraint, the positive relationship between communication skills and social media usage may be weakened, as societal norms impose limitations on how and when individuals can communicate online.

By considering both Social Capital Theory and cultural context, our study offers a nuanced understanding of the factors that influence social media usage. We propose that, while communication skills are a key driver of social media engagement, the extent to which these skills translate into higher usage is contingent upon the cultural environment. In particular, we hypothesize that cultural restraint can moderate the positive impact of communication skills on social media usage, with higher restraint potentially limiting this relationship.

By integrating Self-Efficacy Theory and Social Capital Theory, our study provides a comprehensive understanding of how communication skills influence social media usage and how cultural factors can modulate this relationship.

3.2. Empirical Evidence

• Professional Usage: Research by Leonardi et al. (2013) indicates that professionals with strong communication skills are more adept at using social media for knowledge sharing and professional networking. This suggests a positive relationship between communication skills and social media usage in a professional context.
• Personal Usage: A study by Marder et al. (2012) found that individuals with higher communication competence are more likely to engage in personal interactions on social media, such as maintaining friendships and sharing personal experiences.
• Educational Context: In an educational setting, Junco (2012) found that students with better communication skills were more likely to use social media for academic purposes, such as participating in discussions and collaborating on projects.
• Cross-Cultural Studies: Research by Chu and Choi (2010) found that cultural factors significantly influence social media adoption and usage patterns. In cultures that strongly resist Western influences, social media usage tends to be lower, even among individuals with strong communication skills.
• Organizational Context: Leidner and Kayworth (2006) highlighted that cultural restraint within organizations can impede the adoption of information technologies. This suggests that even within professional settings, cultural restraint can moderate the impact of communication skills on social media usage.
• Educational Context: A study by Straub et al. (2001) demonstrated that cultural factors play a crucial role in the acceptance of information technology in educational institutions. Cultural restraint can thus moderate how communication skills translate into the use of social media for academic purposes.

3.3. Hypothesis Statement

Based on the theoretical background and empirical evidence, the following hypothesis is proposed:

H1: 

Communication skills have a positive impact on social media usage.

This hypothesis suggests that individuals with higher communication skills are more likely to use social media platforms effectively for various purposes, including personal interactions, professional networking, and educational activities. Effective communication enhances users’ abilities to create, share, and engage with content on social media, thereby increasing their overall usage of these platforms.

H2: 

Cultural restraint moderates the relationship between communication skills and the use of social media platforms.

Cultural restraint refers to the opposition or reluctance of individuals or groups to adopt new practices, technologies, or behaviors due to cultural norms, values, and traditions. In the context of social media usage, cultural restraint can significantly impact how effectively communication skills translate into actual usage of social media platforms (refer to Figure 1).

4. Research Model

Figure 1. Research Model.

Figure 1. Research Model.

4.1. Methodology

This study employs a quantitative research design to examine the impact of communication skills and cultural restraint on the use of social media platforms in Jordan. This research utilizes a cross-sectional survey method to collect data from a representative sample of social media users.

4.2. Population and Sample

The target population for this study consisted of young adult social media users in Jordan aged 18 to 25. A convenience sampling technique was employed to select participants. The sample size, determined based on the guidelines provided by Morgan (1970), is 384, assuming a population size of approximately 1 million young adults. The questionnaire was distributed electronically using Google Forms, targeting a convenience sample. A total of 415 responses were collected for analysis. The survey link was shared through Facebook and email, resulting in a high and rapid response rate.

4.3. Data Collection

4.3.1. Data Analysis

Structural Equation Modeling (SEM) was employed using SmartPLS 4 software to test the hypothesized relationships between communication skills, cultural restraint, and social media usage. Furthermore, the moderating effect of cultural restraint on the relationship between communication skills and social media usage was examined using interaction terms within the SEM framework. SmartPLS was employed to estimate model parameters, including factor loadings, path coefficients, and interaction effects. To assess model fit and validity, criteria such as composite reliability, average variance extracted (AVE), and R-squared values were utilized. The significance of path coefficients and interaction terms was evaluated to test the hypotheses.

4.3.2. Survey Instrument, Construct Reliability, and Validity

• Communication Skills Scale: Adopted from Ayar and Gürkan (2022), focusing on verbal and non-verbal communication skills.
• Cultural restraint Scale: Developed based on Hofstede’s cultural dimensions and existing literature on cultural restraint (Hatamleh et al. 2023).
• Social Media Usage Scale: Adapted from Ellison et al. (2007), assessing frequency and intensity of social media use.
• The survey focuses solely on these scales, as demographic questions are not included in this correlational study (see Table 1).

Table 1. Measurements scale.

Variable	Scale	Cronbach’s Alpha	References
Communication Skills	CS1—“I wait for others to finish their words before I take the turn to speak”.	0.877	(Ayar and Gürkan 2022)
	CS2—“I can express my thoughts clearly whenever I want”.	0.872
	CS3—“I can understand the emotions underlying what others are saying”.	0.903
	CS4—“I can easily start a conversation with other people”.	0.855
Cultural restraint	CR1—“I believe that emotions should not be shown openly on social media”.	0.840	(Hatamleh et al. 2023)
	CR2—“I typically wait for the correct time to comment on certain issues on social media”.	0.815
	CR3—“I think that I should be able to enjoy my life using social media”.	0.814
	CR4—“I think that I should be able to enjoy my leisure time using social media”.	0.840
Social Media Usage	SMU1—“Social media is part of my everyday activity”.	0.898	(Ellison et al. 2007)
	SMU2—“I am proud to tell people I’m on social media”.	0.860
	SMU3—“social media has become part of my daily routine”.	0.866
	SMU4—“I feel out of touch when I haven’t logged onto social media for a while”	0.868

Table 1. Measurements scale.

Variable	Scale	Cronbach’s Alpha	References
Communication Skills	CS1—“I wait for others to finish their words before I take the turn to speak”.	0.877	(Ayar and Gürkan 2022)
	CS2—“I can express my thoughts clearly whenever I want”.	0.872
	CS3—“I can understand the emotions underlying what others are saying”.	0.903
	CS4—“I can easily start a conversation with other people”.	0.855
Cultural restraint	CR1—“I believe that emotions should not be shown openly on social media”.	0.840	(Hatamleh et al. 2023)
	CR2—“I typically wait for the correct time to comment on certain issues on social media”.	0.815
	CR3—“I think that I should be able to enjoy my life using social media”.	0.814
	CR4—“I think that I should be able to enjoy my leisure time using social media”.	0.840
Social Media Usage	SMU1—“Social media is part of my everyday activity”.	0.898	(Ellison et al. 2007)
	SMU2—“I am proud to tell people I’m on social media”.	0.860
	SMU3—“social media has become part of my daily routine”.	0.866
	SMU4—“I feel out of touch when I haven’t logged onto social media for a while”	0.868

Table 2 and Figure 2 and Figure 3 present the reliability and validity metrics for the constructs of Communication Skills, Cultural restraint, and Social Media Usage, confirming the robustness of the measurement instruments. Cronbach’s alpha values (ranging from 0.846 to 0.900) indicate high internal consistency, while composite reliability values (rho_a and rho_c, both above 0.848) further affirm the reliability of the constructs. Additionally, the Average Variance Extracted (AVE) values, all above 0.685, demonstrate strong convergent validity, indicating that the constructs explain a significant portion of the variance in their indicators. These metrics collectively ensure that the constructs are measured accurately and consistently, validating the study’s findings (see Table 2 and Figure 2).

Table 2. Construct reliability and validity.

	Cronbach’s Alpha	Composite Reliability (rho_a)	Composite Reliability (rho_c)	Average Variance Extracted (AVE)
Communication Skills	0.846	0.848	0.897	0.685
Cultural restraint	0.900	0.905	0.930	0.769
Social Media Usage	0.898	0.945	0.928	0.763

Table 2. Construct reliability and validity.

	Cronbach’s Alpha	Composite Reliability (rho_a)	Composite Reliability (rho_c)	Average Variance Extracted (AVE)
Communication Skills	0.846	0.848	0.897	0.685
Cultural restraint	0.900	0.905	0.930	0.769
Social Media Usage	0.898	0.945	0.928	0.763

Figure 2. Composite reliability.

Figure 2. Composite reliability.

Table 3 shows the Heterotrait-Monotrait Ratio (HTMT) matrix for assessing discriminant validity among the constructs: Communication Skills, Cultural restraint, and Social Media Usage. Discriminant validity is achieved if HTMT values are below 0.85, indicating that the constructs are distinct from each other (Hair et al. 2017). The matrix shows that all HTMT values are below the 0.85 threshold: Communication Skills and Cultural restraint (0.235), Communication Skills and Social Media Usage (0.840), and Cultural restraint and Social Media Usage (0.249). Additionally, the interaction term Cultural restraint × Communication Skills shows acceptable discriminant validity, with values of 0.133, 0.395, and 0.116, respectively, against the three main constructs, confirming that the constructs are sufficiently distinct.

Table 3. Discriminant validity, Heterotrait-Monotrait ratio (HTMT) matrix.

	Communication Skills	Cultural Restraint	Social Media Usage
Communication Skills
Cultural restraint	0.235
Social Media Usage	0.840	0.249
Cultural restraint × Communication Skills	0.133	0.395	0.116

Table 3. Discriminant validity, Heterotrait-Monotrait ratio (HTMT) matrix.

	Communication Skills	Cultural Restraint	Social Media Usage
Communication Skills
Cultural restraint	0.235
Social Media Usage	0.840	0.249
Cultural restraint × Communication Skills	0.133	0.395	0.116

Figure 3. Structural model measurement.

Figure 3. Structural model measurement.

5. Results and Discussion

5.1. Hypothesis Results

H1: 

Communication Skills Have a Positive Impact on Social Media Usage.

• Original Sample (O): 0.736
• Sample Mean (M): 0.742
• Standard Deviation (STDEV): 0.069
• T Statistics: 10.734
• p Values: 0.000
• Result: Accepted

The first hypothesis (H1) posits that communication skills positively impact social media usage. The statistical analysis supports this hypothesis, with an original sample path coefficient of 0.736. The T statistic of 10.734, which is significantly greater than the critical value (typically around 1.96 for a 95% confidence level), and the p-value of 0.000 (less than 0.05) indicate a highly significant positive relationship between communication skills and social media usage (refer to Table 4 and Figure 4).

Table 4. Hypothesis results and Mean, STDEV, T values, and p values.

	Original sample (O)	Sample Mean (M)	Standard Deviation (STDEV)	T Statistics	p Values	Result
H1. Communication skills have a positive impact on social media usage.	0.736	0.742	0.069	10.734	0.000	accepted
H2. Cultural restraint moderates the relationship between communication skills and the use of social media platforms.	−0.049	−0.049	0.020	2.487	0.013	accepted

Table 4. Hypothesis results and Mean, STDEV, T values, and p values.

	Original sample (O)	Sample Mean (M)	Standard Deviation (STDEV)	T Statistics	p Values	Result
H1. Communication skills have a positive impact on social media usage.	0.736	0.742	0.069	10.734	0.000	accepted
H2. Cultural restraint moderates the relationship between communication skills and the use of social media platforms.	−0.049	−0.049	0.020	2.487	0.013	accepted

Figure 4. Structural model assessment.

Figure 4. Structural model assessment.

H2: 

Cultural Restraint Moderates the Relationship Between Communication Skills and Social Media Usage.

• Original Sample (O): −0.049
• Sample Mean (M): −0.049
• Standard Deviation (STDEV): 0.020
• T Statistics: 2.487
• p Values: 0.013
• Result: Accepted

Figure 5 illustrates the simple slope analysis for the moderation effect of cultural restraint on the relationship between communication skills and social media usage. The graph shows three lines representing different levels of cultural restraint: one standard deviation below the mean (low cultural restraint), at the mean, and one standard deviation above the mean (high cultural restraint). The x-axis represents the range of communication skills, while the y-axis shows the predicted level of social media usage. The positive slopes of all three lines indicate that, as communication skills increase, social media usage also increases, supporting the hypothesis that communication skills positively impact social media usage.

Figure 5. Simple slope analysis: moderation effect of cultural restraint.

Figure 5. Simple slope analysis: moderation effect of cultural restraint.

The varying slopes of the lines demonstrate the moderating effect of cultural restraint. The red line, representing low cultural restraint, has the steepest slope, indicating that the positive impact of communication skills on social media usage is strongest in environments with low cultural restraint. In contrast, the green line, representing high cultural restraint, has the least steep slope, suggesting that in environments with high cultural restraint, the positive relationship between communication skills and social media usage is weaker. The blue line, which represents average cultural restraint, falls between the two, showing a moderate increase in social media usage with increasing communication skills.

5.2. Interpretation and Discussion

The positive impact of communication skills on social media usage (H1) found in this study aligns with recent research emphasizing the role of communication competence in digital engagement. For instance, Ayar and Gürkan (2022) highlighted that nursing students with higher communication skills are more adept at using social media for educational purposes. This finding supports the idea that individuals with strong communication abilities are better equipped to utilize social media effectively across various contexts, including personal, professional, and educational settings.

Furthermore, Schunk and DiBenedetto (2016) applied Self-Efficacy Theory to educational contexts, suggesting that students with higher communication self-efficacy are more likely to engage in social media activities related to their studies. This aligns with the current study’s findings that communication skills significantly enhance social media usage, as users feel more confident and capable in their interactions on these platforms.

This result underscores the importance of effective communication skills in the digital age. Users with strong verbal and non-verbal communication abilities are more proficient in navigating social media platforms, engaging with content, and interacting with other users. These skills facilitate better expression, comprehension, and interaction, leading to increased and more effective use of social media. The finding aligns with Self-Efficacy Theory and Social Capital Theory, which suggest that individuals confident in their communication abilities are more likely to engage actively in social media.

The second hypothesis (H2) proposes that cultural restraint moderates the relationship between communication skills and social media usage. The results show a significant moderating effect, with an original sample path coefficient of −0.049. The T statistic of 2.487 exceeds the critical value, and the p-value of 0.013 indicates statistical significance.

This negative coefficient suggests that higher levels of cultural restraint weaken the positive relationship between communication skills and social media usage. In culturally restrained societies like Jordan, social norms and traditional values exert a considerable influence on individuals’ behavior, including their engagement with social media. Even individuals with strong communication skills may experience constraints in fully utilizing social media due to cultural expectations of restraint and modesty.

This finding highlights the complex interplay between individual abilities and cultural context in shaping digital behavior. It suggests that interventions aimed at enhancing social media engagement in such contexts need to consider cultural sensitivities and work towards creating an environment that balances cultural values with the benefits of effective communication.

The moderating role of cultural restraint in the relationship between communication skills and social media usage is supported by recent studies examining the impact of cultural factors on technology adoption (Hatamleh et al. 2023; Hu et al. 2017). Hatamleh et al. (2023) explored how cultural restraint influences the relationship between social media motivation and subjective happiness, finding that cultural norms significantly moderate digital behavior. This supports the current study’s finding that cultural restraint weakens the positive impact of communication skills on social media usage.

Additionally, Sun et al. (2019) investigated the moderating role of cultural differences on the relationship between corporate social performance and financial performance, highlighting the significance of cultural context in moderating organizational behaviors. This perspective aligns with the current study’s results, indicating that cultural restraint plays a crucial role in shaping how communication skills influence social media engagement.

In organizational settings, Silviani et al. (2022) found that cultural factors significantly affect crisis communication practices on social media, reinforcing the idea that cultural restraint can impede the effective use of social media platforms. This is consistent with the current study’s findings that cultural restraint moderates the relationship between communication skills and social media usage. In addition, Figure 5 shows the importance of considering cultural context when examining digital behaviors. While communication skills generally enhance social media usage, this effect is significantly moderated by the level of cultural restraint. In high cultural restraint environments, individuals with strong communication skills may still face challenges in increasing their social media usage compared to those in low cultural restraint settings. This underscores the need for culturally sensitive approaches when designing interventions to promote social media engagement and highlights the complex interplay between individual abilities and cultural factors in shaping digital behaviors.

6. Research Conclusions

The findings of this study reveal that communication skills significantly enhance social media usage, confirming that individuals with better verbal and non-verbal communication abilities are more likely to engage effectively on these platforms. This relationship is moderated by cultural restraint, where higher levels of cultural restraint dampen the positive effect of communication skills on social media usage. These results highlight the importance of considering cultural contexts when examining digital behaviors. This study suggests that in environments with high cultural restraint, even individuals with strong communication skills may face challenges in leveraging social media. Consequently, interventions aimed at improving social media engagement should account for cultural sensitivities to be effective. Overall, this research contributes to a deeper understanding of how individual abilities and cultural factors interact to shape social media usage, providing valuable insights for both researchers and practitioners in the field of digital communication.

7. Research Contributions, Limitations, and Future Studies

This study makes significant contributions to understanding the interplay between communication skills and cultural restraint in the context of social media usage. Firstly, it provides empirical evidence supporting the positive impact of communication skills on social media usage. This aligns with Self-Efficacy Theory and Social Capital Theory, suggesting that individuals with strong communication skills are more adept at navigating social media platforms. Secondly, this research highlights the moderating role of cultural restraint, illustrating how cultural contexts influence digital behavior. By demonstrating that high cultural restraint weakens the positive relationship between communication skills and social media usage, the study underscores the need for culturally sensitive approaches in digital engagement strategies. Lastly, this research enriches the literature on social media usage in non-Western contexts, particularly within Jordan, offering insights that can inform both academic discourse and practical applications in communication and technology adoption.

Future research should explore additional moderating factors that might influence the relationship between communication skills and social media usage, such as technological literacy, socioeconomic status, and access to digital resources. It would also be beneficial to conduct longitudinal studies to assess how these relationships evolve over time and in response to changing cultural dynamics. Expanding the study to include a diverse range of cultural contexts beyond Jordan and other Arab countries would provide a more comprehensive understanding of the global applicability of these findings. Additionally, qualitative studies could offer deeper insights into the specific cultural nuances that affect digital behavior, complementing the quantitative approach used in this study. By addressing these areas, future research can build on the foundational insights provided here, further enriching our understanding of digital communication in varying cultural landscapes.

Our study faces several limitations that warrant consideration. Firstly, the use of a convenience sampling technique introduces selection bias, potentially limiting the generalizability of our findings. Convenience samples often lack the diversity inherent in random samples, affecting the representativeness of the results (Bornstein et al. 2013). Secondly, this study was conducted exclusively in Jordan, a country with unique cultural, social, and economic contexts, which may influence the relationships between the variables studied. This geographic limitation suggests that the findings may not be directly applicable to other regions, particularly those with different cultural and societal norms (Henrich et al. 2010).

To address these limitations, future research should employ more rigorous sampling methods, such as random sampling, to enhance the generalizability of the findings. Additionally, replicating the study in various cultural settings will help determine whether the observed relationships hold true across different contexts, providing a more comprehensive understanding of the phenomena under investigation. Conducting longitudinal studies could also offer insights into how the relationships between communication skills, social media usage, and cultural restraint evolve over time, aiding in the identification of causal relationships and long-term effects. Furthermore, exploring additional moderating and mediating variables, such as socioeconomic status, education level, and individual personality traits, can provide a more nuanced understanding of these relationships. By addressing these methodological limitations and pursuing these future research directions, we can achieve a more robust understanding of the interplay between communication skills, social media usage, and cultural restraint across diverse contexts.