The advent of technology in education has seen a revolutionary change in the teaching–learning process. Social media is one such invention which has a major impact on students’ academic performance. The objective of this research is to analyse the impact of social media on students’ academic performance in India. Personality traits, education level and gender are used as moderating variables. The research was initiated by identifying the factors of social media impacting students’ academic performance. Thereafter, the scale was developed, validated and tested for reliability in the Indian context. After Confirmatory Factor Analysis (CFA), the self-developed scale was segregated into four factors, namely “Accelerating Impact”, “Deteriorating Impact”, “Social Media Prospects” and “Social Media Challenges”. Using convenience sampling, a structured questionnaire was floated to collect the responses from 408 students in India. From the sample, 234 students were enrolled in the postgraduation courses, and 174 were registered in the undergraduate programme. The sample of 408 students was summarised into 202 males and 206 females. One-way ANOVA has been employed to compare the extraversion and introversion students of different education levels and gender. The personality trait of a student plays a vital role in analysing the impact of social media on their academic performance. A significant difference has been identified between extraversion and introversion students for the impact of social media on their academic performance. However, gender-wise, no significant difference has been identified between extraversion and introversion students at different education levels.

Authors:
Sourabh Sharma, International Management Institute Bhubaneswar, India
Ramesh Behl, International Management Institute Bhubaneswar, India

About the Presenter(s)
Dr Sourabh Sharma is a University Professor/Principal Lecturer at International Management Institute Bhubaneswar in India

See this presentation on the full schedule – Saturday Schedule

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