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

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