Volume 2, Issue 1, June 2023
Articles

INFLUENCE OF SOCIAL MEDIA ON THE ACADEMIC PERFORMANCE OF COLLEGE STUDENTS

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  • Dr. Swathi P,
  • Dr. G. Bala Sendhil Kumar
Dr. Swathi P
Assistant Professor, Department of Management, Kristu Jayanti College (Autonomous), Bengaluru
Dr. G. Bala Sendhil Kumar
Professor, Department of Management Studies, Sri Manakula Vinayagar Engineering College (Autonomous), Madagadipet, Puducherry
DOI: https://doi.org/10.59176/kjms.v2i1.2351

Published 2024-05-29

Keywords

  • Social Media, Academic Performance, College Students, Bangalore Region.

How to Cite

P, D. S., & Kumar, D. G. B. S. (2024). INFLUENCE OF SOCIAL MEDIA ON THE ACADEMIC PERFORMANCE OF COLLEGE STUDENTS. Kristu Jayanti Journal of Management Sciences (KJMS), 2(1), 51–63. https://doi.org/10.59176/kjms.v2i1.2351
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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.

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