THE INFLUENCE OF SOCIAL MEDIA USAGE ON THE ACADEMIC PERFORMANCE OF MASS COMMUNICATION STUDENTS AT THE UNIVERSITY OF CROSS RIVER STATE

study ewmined the influence of social media usage on the academie performancc Of mass commupication studt:nts the University Crass River Slete. The research aimed to determine the primary purposes for Which students osc social media. investigate the relationship between students' social media usage and their academie perti-jrntancc, if there differences in examine relationship between students' age and their level of engagement on social mcdia. The findings revealed that Muss CommunieuLion students predorninantly used sacial media, specially for cntcrtainment and leisure purposes. spending signifL%tnt amounts time, around 3-4 hours daily, on these platlörmq. While the students recognized the Of they acknowledged their (Csc of these platforms had a negative impact on tltcir academic performancc. dcspitc sotne course-related activities. Additionally, the study fOnnd that Mass Conununication sludents believed there were gender-bused dillérenees in •nedili usage patterns, as well as a significant relationship between students' age and their lcvcl ofengagemcnt and usage on social media. TO address these findings, it was recommended that Mass students explore ways better balunw• their medin usage with academic activities to improve their overall performance. •rhe university was also advised implement strutegies help manage pnd levernge the educational benefits of social media while minimizing the detrimental effects on their studies. Furthermore, the Muss Communicntion students were encouraged in gender-specific social media training co address their unique usage patterns, and rcccivc guidance and their usage these platforms,