IMPACT OF SOCIAL MEDIA USAGE ON STUDENTS’ ACADEMIC PERFORMANCE: A STRUCTURAL EQUATION MODEL APPROACH

This study examined the influence of social media usage on the academic performance of undergraduate students in the Faculty of Science, Kashin Ibrahim University, using Structural Equation Modelling (SEM) as the analytical framework. The study adopted a quantitative cross-sectional survey design, and data were collected from 363 respondents through a structured questionnaire designed on Kobo Collect. Descriptive and inferential statistics were employed, including Confirmatory Factor Analysis (CFA) for measurement model validation and path analysis for testing hypothesized relationships. Findings revealed that social media usage significantly affects students’ academic performance, with academic-oriented use enhancing performance, while non-academic and entertainment-focused use had a negative effect. Study habits were found not to mediate the relationship between social media usage and academic performance. However, the level of study had a direct and significant influence on students’ CGPA, while academic participation and collaboration showed no significant moderating effects. The study concludes that social media has a dual impact it serves as both a tool for learning enhancement and a potential source of distraction depending on usage patterns. It recommends that students, lecturers, and policymakers promote productive academic use of social media platforms and integrate them into educational programs to maximize their benefits.