This study explores the impact of motivational goals for using social networking sites (SNS) usage and computer self-efficacy towards e-learning effectiveness of the 155 students from different schools at a private university, in Pathum Thani province, Thailand during April to May of academic year 2015/2016. Social dimension and human interaction have played more significant roles in learning and teaching especially in higher institutions. Web 2.0 introduced many users to generate, share, and reuse contents using SNS like Facebook, Twitter, and LINE. LINE chat application was the second largest SNS application utilized by Thai users. Thai students, who often prefer to listen rather than speak to communicate with their teachers, feel more comfortable to chat with their teachers through virtual worlds using LINE. The results revealed that there was positive influence of motivational goals for using SNS usage and computer self-efficacy towards e-learning effectiveness. The highest impact was motivational goals for using SNS usage followed by computer self-efficacy affecting e-learning effectiveness. Possible avenues for future research are also suggested in this study. [For full proceedings, see ED571332.]