Influence of Social Media Application on Business Students' Academic Performance in Opol Community College

The rapid growth of social media platforms has revolutionized communication, offering both opportunities and challenges in various sectors, including education. This study investigates the influence of social media applications on the academic performance of business students at Opol Community College in the Philippines. Recognizing the integral role of digital tools in modern education, the research aimed to determine how specific social media platforms—Facebook, WhatsApp, Twitter, Instagram, YouTube, and Google Drive—affect students' academic achievement, engagement, and mastery of learning outcomes. Employing a descriptive-correlational design and using stratified random sampling, the study gathered data from 97 students through a structured questionnaire. Findings revealed that while the frequency of social media use did not significantly influence academic performance, the quality and purpose of usage mattered. Among the platforms, Google Drive received the highest satisfaction rating, while Twitter received the lowest. Regression analysis showed that Facebook and Instagram significantly predicted better academic performance, with Facebook having the strongest positive influence. Students generally agreed that social media supported collaboration, communication, and learning engagement, although concerns about distractions and privacy were noted. The study concluded that strategic and educationally aligned use of social media positively correlates with academic success. It recommends that educators and institutions integrate purposeful social media use into academic settings, and that policy makers develop digital literacy initiatives. Social media developers are also encouraged to enhance features that support educational functions. The results offer insights for optimizing digital platforms in higher education and underscore the importance of intentional use over mere frequency of engagement.