Using the Ahp Method to Assess the Impact of Social Media on Student Learning Motivation: A Case Study of a High School for Gifted Students in Vnu

This study examines how social media influences student learning motivation by identifying and prioritizing the factors that matter most in a high-school learning context. Using the Analytic Hierarchy Process (AHP), the research evaluates four main dimensions Content Exposure, Relationship Network, Algorithmic Personalization, and Learning Tools and 15 corresponding sub-factors through pairwise comparisons conducted by a panel of experts in education management, artificial intelligence, and student learning practice. The results show that Learning Tools is the most influential main factor, followed by Relationship Network, Algorithmic Personalization, and Content Exposure. At the sub-factor level, Reciprocity, Convenience of Breaking Down Lessons, Interaction Intensity, and Learning Management Support Features achieve the highest overall priorities. These findings indicate that social media enhances student learning motivation most effectively when it supports reciprocal interaction, manageable learning tasks, and a practical learning organization rather than passive exposure alone. The study contributes to the literature by offering a structured prioritization of motivational mechanisms within social media environments and provides practical implications for educators, school managers, and platform designers seeking to use digital platforms more effectively for learning support.