2026-04-04T09:48:56Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00012282 2025-12-12T08:51:24Z 1607960099348 1607960099348:1608034815190

A STUDY ON THE EFFECT OF SOCIAL MEDIA ON STUDENTS’ ACADEMIC PERFORMANCE (CASE STUDY: UNIVERSITY OF CO-OPERATIVE AND MANAGEMENT, SAGAING) Ma Chaw Ei Khaing "This study was conducted with the objective of examining the effect of social media on students’ academic performance at the University of Co-operative and Management, Sagaing. This study used primary data, secondary data, and the Uses and Gratifications Theory. Additionally, descriptive statistics and the multiple regression method were applied to evaluate the effect of social media on students’ academic performance. A sample of 298 students was collected from a total population of 1,171 students in the 2024–2025 academic year by using stratified random sampling and proportional methods. The findings indicated that most respondents were females aged 19–23, who spent less than 10 hours per day on social media. The regression analysis revealed that the nature of usage, health addiction, and social communication were significantly associated with students’ academic performance; unfortunately, time appropriateness and security/privacy issues were not significant. The study concluded that social media had a positive impact on students’ academic performance and suggested that universities should leverage social media platforms to enhance academic engagement and outcomes." 2025-06-02 https://meral.edu.mm/records/12282