The academic implications of social media use and multitasking: Evidence from university students in a developing nation

This study investigates the correlation between social media usage, multitasking, and academic performance among Bangladeshi university students. Applying primary data from 251 students at public and private institutions, we analyzed the relationship between these variables using factor analysis and regression models. Our findings indicate that social media activities such as video streaming, media sharing, and gaming have a positive impact on academic performance. Conversely, general internet browsing shows no significant effect, and excessive time spent on specific learning activities may slightly hinder performance. Surprisingly, multitasking while using technology demonstrates a positive correlation with academic outcomes. These results highlight the potential benefits of strategic social media use and multitasking for enhancing academic achievement. Our research offers valuable insights for government agencies, educational institutions, policymakers, guardians, parents, and students in Bangladesh, emphasizing the importance of optimizing technology usage to support academic success. • Study explores how social media affects Bangladeshi students’ academic results, showing both pros and cons. • Findings suggest multitasking with social media may boost CGPA, showing potential academic benefits. • Emphasizes involving schools, parents, and students to promote smart academic use of social media.