Impact of Social Networking Sites on Academic Performance of University Students: A Quantitative Analysis

Purpose: The aim of this research study is to examine the possible impact of social networking sites on the academic performance of university students. The rationale behind the study is to find out whether the daily exposure of the students to social networking sites has an effect on their academic performance. The researcher tries to find out the answers to research questions. 1. Most used social networking sites by students and purpose of using social networking sites, 2. How much time students spend on their studies? 3. How much time students spend on social networking sites? The research study also tests a hypothesis that social networking site usage has a significant impact on the academic performance of students. Methodology: The researcher uses a quantitative study design to conduct the research. A sample comprised of hundred students has been selected by means of convenience sampling from a private sector university of Karachi to study the phenomenon. Data has been collected through a detailed structured questionnaire and analyzed by using Statistical Packages for Social Sciences (SPSS V 17.0). Findings: Findings also show that exposure to social media has an effect on the students as they found to be more engaged in social networking instead of spending time on studies. Conclusion: This paper recommends that students should pay more attention to studies, limit their use of social networking and use it more for educational purposes.