EXAMINING THE RELATIONSHIP BETWEEN TIME SPENT ON SOCIAL MEDIA AND ACADEMIC PERFORMANCE

In the contemporary era, social media have become an essential part of day-to-day existence, especially among college students, who are by and large, predominant social media users. However, social media performing multiple tasks has likewise been progressively common. Nonetheless, there is a scarcity of evidence about how social media impacts the learning performance of college students, particularly in Chenab Valley of Jammu region of J&K. This study analyzed how usage and time spent on social media enhance undergraduate students performance in Chenab Valley colleges. The study is based on primary data, which has been collected from two Govt. colleges in Chenab valley. Further, the study has chosen 100 undergraduate students from two colleges 50 students from each. The finding demonstrates that 81% of students who use social media belong to rural areas and 19% who use social media belong to urban areas. Further, the result also shows that in urban areas, the majority of the female respondents (74%) use various kinds of social media than males (26%). It also reveals that the majority of the respondents (59%) agree that their academic grade is significantly enhanced by using social media. However, respondents mostly use YouTube for academic purposes.