EXPLORING THE IMPACT OF SOCIAL MEDIA ON ACADEMIC PERFORMANCE AMONG PHYSICS UNDERGRADUATE STUDENTS OF NORTHWEST UNIVERSITY, KANO STATE, NIGERIA

This study explored the impact of social media on academic performance of physics undergraduate students of Northwest University, Kano. The population of the undergraduate students was 846 from physics department (both BSc and BSc. Ed). A stratified random sampling technique was used to select 385 students in this study to ensure adequate representation from each academic level (Level 100 to Level 400). Three objectives were involved in this research project; one research question and Three hypotheses were raised to guide the study. The study adopts a descriptive correlational research design. the study employed questionnaire as an instrument for data collection, questionnaire consist of both closed-ended and 7 Likert-scale questions. The instrument was validated by two faculty members from the Department of Physics and the Department of Education from Northwest University. Findings from this study revealed that there was a negative correlation between the time spent on social media and academic performance, Specific platforms like WhatsApp showed a positive correlation with academic performance, indicating that students who use WhatsApp for academic collaboration tend to perform better. Conversely, platforms like Instagram showed a negative correlation, indicating that Instagram, used mostly for entertainment, may distract students from their studies using social media has a measurable impact on academic performance, albeit the effect was weak, emphasizing that the influence of social media on students' academic outcomes depends largely on usage patterns and time management. The findings indicate that while social media can provide opportunities for academic performance and learning, excessive use for non-academic purposes can detract from students' academic success. Therefore, it is crucial for students, educators, and policymakers to promote balanced and purpose-driven usage of social media to enhance educational outcomes and avoid the negative impacts of excessive use. Furthermore, the study recommended that, students should be educated on digital literacy and the importance of using social media responsibly. Developing self-discipline to avoid distractions and manage time effectively can significantly improve academic outcomes. Educational institutions should organize workshops and seminars on the positive and negative effects of social media on academic performance. This could help students understand the importance of balancing social media use with academic responsibilities.