INVESTIGATING THE EFFECT OF SOCIAL MEDIA ON THE STUDENTS’ ACADEMIC PERFORMANCE

Muslim Bin Aqeel; Abubakar Imran; Mehwish Iftikhar

Muslim Bin Aqeel NUR International University
Abubakar Imran NUR International University, Lahore, Pakistan
Mehwish Iftikhar MS Research Scholar, UCP Business School, University of Central Punjab

Keywords: Social Media, Age, Gender, Students’ Addictiveness & Academic Performance

Abstract

The objectives of the present study are to assess social media impact on
the academic performance of the student. Social media has developed shared
global fashion which has feast across virtually everywhere in the world.
The sample was consisting of undergraduate students of the leading
university in Lahore. A convenience sampling technique was employed.
Self-administered data from 83 students were collected from the Likert
scale. Descriptive statistics were used to examine the data on student
addictiveness, exposure to social media, the influence of social media on
academic performance, age and gender. Results suggested that social
media addictiveness affects the performance of the students, whereas,
age usage has an influence on the social media network. The researchers
recommend that social media is used for academic commitments. The
students can make balance amid academic activities and chit-chatting
thereby monitoring their health at regular intervals.