THE IMPACT OF SOCIAL MEDIA ON STUDENTS' ACADEMIC PERFORMANCE IN UNIVERSITY DEGREE COLLEGES: A STUDY OF KUMAUN UNIVERSITY NAINITAL

Abstract

This study examines the impact of social media usage on academic performance among students enrolled in degree colleges affiliated with Kumaun University, Nainital. A mixed-methods approach was employed, collecting quantitative and qualitative data from 300 students and 45 faculty members across multiple disciplines. The research investigates patterns of social media usage, its effects on study habits, academic engagement, and overall performance. Findings reveal a complex relationship between social media usage and academic outcomes, with both positive and negative impacts depending on usage patterns, purpose, and time management skills. The study provides recommendations for students, educators, and institutional policymakers to optimize social media's educational potential while mitigating its adverse effects.