THE INFLUENCE OF SOCIAL MEDIA USAGE ON ACADEMIC PERFORMANCE AMONG UNIVERSITY STUDENTS IN MALAYSIA: A CONCEPTUAL ANALYSIS

Abstract

University students are inundated with social media use in both academia and everyday life, with social media used as both an additional method for receiving learning support while simultaneously distracting from studying. Although prior research was completed on the link between social media use and academic performance, the results of this body of work have been inconsistent and fragmented, especially in developing higher education systems. The purpose of this conceptual paper is to develop an integrated conceptual framework that will assist educators and students in understanding how using social media will impact academic performance among university students in Malaysia. This framework utilises the Cognitive Load Theory and Uses and Gratifications Theory to synthesise the three identified antecedents of using social media, including time spent using social media, the purpose of using social media, and the type of social media utilised by university students. This study provides an explanation of how each of these antecedents has a different effect on the academic performance of university students. By providing this explanation, this study attempts to improve theoretical knowledge and provide actionable guidelines for educators, higher education institutions and policymakers who wish to encourage responsible and academically productive use of social media by university students.