YouTube has 467 million users followed by Facebook with 329 million users.Īlthough almost all age groups are using SM platforms to interact and communicate with their known community (Whiting & Williams, 2013), it has been found that social media sites are more popular among youngsters and specifically among students. According to Statista Research Department ( 2022), in India, SM is dominated by two social media sites, i.e. In India, the number of Internet users was 680 million by January 2022, and there were 487 million active social media users (Basuray, 2022). Technology plays a vital role to make SM more robust by reducing security threats and increasing reliability (Stergiou et al., 2018).Īs of January 2022, more than 4.95 billion people are using the Internet worldwide, and around 4.62 billion are active SM users (Johnson, 2022). Social media (SM) is used extensively to share content, initiate discussion, promote businesses and gain advantages over traditional media. Social networking sites (SNS) in general are called social media (Boyd & Ellison, 2008). The population on these social networking sites (SNS) has increased exponentially. Today, these sites are used the most to communicate and spread the message. Social Networking Sites (SNS) gained instant popularity just after the invention and expansion of the Internet. A significant difference is identified between extraversion and introversion students for the impact of social media on their academic performance. One-way ANOVA has been employed to compare the extraversion and introversion students of different education levels and gender. Two hundred and thirty-four students are enrolled in postgraduation courses, whereas 174 are registered in the undergraduate programme. Data were collected from 408 students segregated into 202 males and 206 females. Thereafter, the scale was developed, validated and tested for reliability in the Indian context. The research was initiated by identifying the factors of social media impacting students’ academic performance. Further, the comparative study between these two personalities will be analysed on education level (postgraduate and undergraduate) and gender (male and female). This research analyzed the impact of social media on the academic performance of extraversion and introversion personality students. Social media is one such invention which has a major impact on students’ academic performance. The advent of technology in education has seen a revolutionary change in the teaching–learning process.
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