DETERMINANTS OF SOCIAL MEDIA USAGE ON ACADEMIC PERFORMANCE AMONG UNIVERSITY STUDENTS: A STATISTICAL APPROACH

In the swiftly changing digital age, educational institutions are adapting to include technology in their operations and heavily relying on social media usage to enhance student experience. Many academic institutions nowadays have recognised that social media provides an opportunity for students to communicate with teachers, other students, and higher authorities. Students' academic performance is enhanced when social media is used for sustainable education in higher education learning activities. Therefore, this study is conducted to investigate the factors related to social media usage, such as collaborative teaching, perceived enhanced communication, perceived enjoyment, perceived ease of use, perceived usefulness, and resource sharing, that affect students' academic performance at the tertiary education level. A total of 388 respondents have been involved in this study. A multiple linear regression analysis is used to achieve our research goal. The findings show that only two variables, which are collaborative learning and resource sharing, influence and contribute to academic performance among university students. Additionally, the fact that only two variables significantly influenced students’ academic performance raises the question of whether this finding is unique to the study's sample or indicative of broader trends. These results could be impacted by students’ behaviour, demographics, and cultural traits. Future research should explore broader samples, alternative methodologies, and cross-university comparisons to validate these results.