SOCIAL MEDIA USE AND ITS INFLUENCE ON THE LIVES OF UNDEGRADUATE STUDENTS OF PRINCE ABUBAKAR AUDU UNIVERSITY, ANYIGBA, KOGI STATE

ABSTRACT This study examined the influence of social media usage on the academic performance of undergraduate students of Prince Abubakar Audu University, Anyigba. The research was anchored on the Uses and Gratifications Theory and Social Cognitive Theory, which provided the theoretical basis for understanding students’ motivations and behavioural patterns regarding social media use. The study adopted a survey research design. A structured questionnaire was administered to a sample of 377 respondents, selected through stratified random sampling from various faculties of the university. Data collected were analysed using descriptive statistics such as frequencies, percentages, mean scores, and standard deviations. Findings revealed that a majority of respondents frequently access social media, with platforms such as WhatsApp, Facebook, Instagram, and Twitter being the most commonly used. The study found that social media offers benefits such as better access to learning resources, improved collaboration, and exposure to academic opportunities, but excessive use can cause distractions, reduced study time, and procrastination. It concludes that disciplined use within structured study plans, supported by university awareness programmes and guidelines, can maximise its positive impact on students’ academic performance while minimising negative effects