Digital Interaction and Academic Achievement: Social Media’s Role in Education at the Higher Secondary Level in Skardu

Students mostly use social media sources as Facebook, Whatsapp and Twitter for social connections and communications. The present study investigated the impact of social media on academic achievement at intermediate level in district Skardu focusing the three social networking sites of social media. The role of social media and its impact on academic achievement is deeply studied with the help of a structured questionnaire from randomly selected 75 male and female students. Findings revealed that majority of the respondents strongly agreed that social media has its impact on academic achievement and mostly the impact is against the better and good academic achievement. The respondents also revealed that both the Facebook and Whatsapp have negative impact on academic matters and just Twitter is somehow used for academic matters. As far as data sites are concerned, personal blogging sites of experts are more reliable for academic learning as compare to Wikipedia. This paper is useful for the students of intermediate level who use different sources of social media during academic process. For better academic performance the students of higher secondary level are suggested to avoid social media usage for better academic performance.