Conceptual Paper: The Use of Social Media Improved Academic Performance among University Students

Abstract

Social media nowadays with the continuous development of ICT and technologies has penetrated into the daily life of users, especially students. It can clearly shown that social networking sites play an important role in education which enable students to have better collaborate to develop their skills that can be helpful for them in workplace. Nevertheless, the ‘new normal’ after the global pandemic have encouraged more and more social media users. Students especially the millennials are considering the digital natives are seeking for new creativity learning platforms. Therefore, this study concentrates on the determinants on the use of social media and university students’ academic performance with objective of investigating how student’s overall performance is affected by students’ use of social media. This paper is a conceptual paper using both Technology Acceptance Model (TAM), Theory of Planned Behaviour and Cognitive Load Theory to determine the variables affecting the academic performance of university students.