INFLUENCE OF SOCIAL MEDIA ON THE ACADEMIC PERFORMANCE OF COLLEGE STUDENTS

Abstract

In the ever-evolving landscape of higher education in Bangalore, the pervasive integration of social media platforms has sparked a debate on their implications for academic achievement. This study sought to delve deep into this dynamic, specifically exploring how such media engagements influence college students' academic performance. The objectives focused on discerning the correlation between social media usage and academic outcomes and identifying key factors mediating this relationship. Using a non-probability convenience sampling technique, data was collected from 128 students and analyzed using simple percentage analysis, descriptive statistics, and one-way ANOVA analysis. Findings revealed students, primarily aged 18 to 20, spend 2-4 hours daily on platforms like WhatsApp, predominantly for entertainment. While a section harnessed its academic potential, challenges like distractions and time management arose. The study suggests that educators could incorporate educational resources on these platforms, blending the advantages of digital engagements with traditional teaching paradigms. Conclusively, the research underscores the significance of a balanced approach, highlighting the potential to augment academic experience in a digital age while preserving the essence of conventional educational methods.