INFLUENCE OF SOCIAL MEDIA ON STUDENT ACADEMIC PERFORMANCE AT THE ABUBAKAR TAFAWA BALEWA UNIVERSITY BAUCHI, BAUCHI STATE

Abstract

Social media has become an integral part of students' daily lives, influencing their academic performance in both positive and negative ways. This study investigates the influence of social media on students' academic performance at Abubakar Tafawa Balewa University, Bauchi. Using a mixed-methods approach, the research examines students' engagement with social media platforms, the extent to which these platforms are used for academic and non-academic purposes, and the potential consequences on students’ learning outcomes. Thestudy identifies key factors such as time spent on social media, types of activities engaged in, and student's ability to balance academic responsibilities with social networking. Thefindings suggest that while social media can enhance collaborative learning and access to educational resources, excessive non-academic use may lead to distractions, reduced study time, and lower academic performance. Recommendations include strategies for promoting responsible social media use, integrating educational content into social media platforms, and fostering digital literacy among students.