Impact of excessive use of social media on students learning performance: Gratifications theory perspective

Social media is a growing field, mostly everyone is availing the benefits of it. It seems that overuse of this technology may cripple academic standards of our next generations. Nevertheless research studies in this direction is limited, and recent information systems scholars has warranted more research in this direction. The motive of this study is to explore how excessive social media use affects students' academic performance and come up with a suggestion to reduce social media usage and increase educational learning of an individual. Using primary data collected from Pakistani university students, 265 entries were analyzed using SPSS tool. Findings suggest that usage of social networking sites has a significant result on undue use of social media. Furthermore, results also indicated that unwarranted use of social media has a detrimental effect on learning performance. Results also supported the idea that student technology self-efficacy diminishes the undesirable association between excessive social media use and academic performance.