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STUDENT’S ACADEMIC PERFORMANCE AND ITS INTERDEPENDENCE ON THE INCREASING USE OF SOCIAL NETWORK SITES WITH RESPECT TO TIME CONSUMPTION, AGE AND ACADEMIC ACHIEVEMENTS IN PAKISTAN

Dr. Syed Razi Abbas, Dr Munazzah Akram, Dr Maida Razzaq

Social media is increasingly becoming an integrated part of individual life in the Pakistan. Pakistan continues to be a social media powerhouse, being one of the biggest national markets for Snapchat and YouTube in the world. The social media plays an important role rapidly changing Pakistani society. Social Networking Sites are dominantly affecting the generation of internet users in general and students in specific which results in the use of these sites by the educational institutes. It has raised crucial questions about the performance of students in academics. Our research aims to investigate the ways and degree of its impact of use of social networking sites on the academic performance of the students. This research included 366 undergraduates who were asked various questions and their response was documented for the analysis and drawing of conclusion. Outcomes were descriptively analyzed through ANOVA and T-Test. The outcomes presented that use of these sites affected the academic performance with reference to frequency of use, academic achievement and age. These outcomes also help to create awareness about the effective management of time and better management of multiple tasks to improve academic achievements and ongoing academic activities. Keywords: Academic Performance, Social Network Sites (SNSs), Students, Undergraduate, ANOVA and T-Test.

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