Exploring the Perceptions of Pakistani University Undergraduate Students on Social Media Addiction and its Impact on their Academic Performance

Abstract

Social media is being extensively used as an easily accessible source of communication worldwide. It facilitates people to have a quick and easy connection beyond geographical barriers. However, deep concerns are being shown about social media addiction among young people and its negative effects. This study aimed to find out the perceptions of university undergraduates about social media addiction on their academic performance. A qualitative case study method was used to collect data from students at the University of Malakand Chakdara, Dir Lower, Khyber Pakhtunkhwa, Pakistan. Semi-structured interviews were used to explore the views of 21 students based on their personal experiences of using social media. The thematic analysis method was applied to analyze the data. The findings showed that spending much time on social media restricted them from preparing for class assignments and their timely submission. Students spent a lot of time on social media, which badly affected their exam preparation. It was also discovered that extensive engagement of students on social media resulted in poor academic grades. Students further reported that spending more time on social media added to their stress and anxiety, and they became physically exhausted after engaging increasingly with peers and friends. This has caused sleeplessness among them; they experience headaches and feel sleepy during class time, and it has severely affected their motivation to study. It has caused poor classroom attention during the teacher's lecture due to physical and mental exhaustion. It is suggested that the results of this study may further be investigated in other contexts for confirmation.