EXAMINING THE IMPACT OF SOCIAL MEDIA USE ON THE ACADEMIC PERFORMANCE OF STUDENTS: A STUDY AT SHAHEED BENAZIR BHUTTO UNIVERSITY, SHAHEED BENAZIRABAD

The current study is an attempt to determine the intensity of social media use among university students and the impact of social media on students' academic performance. The survey based on the questionnaire was run to gather the required data for which 100 copies of the questionnaire were administered among the students – both 65 male and 35 female respondents. However, Facebook, Messenger, and WhatsApp contributed equally to be used among the respondents at the highest extent of 95%. Whereas the second most used tool was Twitter contributing 60%. The majority of the respondents (80%) spent more than 5 hours regularly on social media. The homes were the places wherein the majority of the respondents contributing 45% use social media. The purpose of social media use among the majority of the respondents (60%) was to exchange academic things with friends. The respondents contributing 60% declined to believe if social media use negatively affects their academic performance. The majority of them contributing 55% were positive towards the statement if the social media use had improved their academic works. The respondents in majority were found to believe the social media uses to be the best source of amelioration in their academic performance.