EXAMINING THE IMPACT OF SOCIAL MEDIA ON THE ACADEMIC PERFORMANCES OF SAUDI STUDENTS - CASE STUDY: PRINCE SATTAM BIN ABDUL AZIZ UNIVERSITY

Abstract

undergraduate students’ academic performances and their social interpersonal skills in the Prince Sattam bin Abdulaziz University.
 Design/methodology/approach: 64 samples were collected from full-time undergraduate students studying in Prince Sattam bin Abdulaziz University from different colleges including Community college, College of Business Administration, College of Education, College of Engineering and College of Pharmacy. The descriptive statistics analysis was used to analyze the demographic data while inferential statistics were used in testing the research hypotheses. The results obtained from the analyses were used to interpret the outcomes.
 Findings: The empirical results reveal that the students enjoy meeting new friends online using social media rather than meeting in person and for this reason they spend a lot of time – addicted. It is also confirmed that the bad comments are passed easily through social media affecting other's sentiments and most of them strongly believe that all the information in social media is true and reliable and the rumors were spread easily in social media. Further, it is also confirmed that social media does not support the Learning of the students.
 Practical Implications: The study confirms that the students exchange learning materials through social media and it helps them to update the developments in their college/university. The students believe that through Social media they have improved their communication skills and they can communicate with anyone at any time. It is also found that some of their teachers communicate with them and encourage them to use social media but for studying only. 
 Originality/value: The research work is of its first kind as it focuses on the impact of social media on the academic performances of the students studying in Prince Sattam bin Abdulaziz University, Saudi Arabia, which has suggested effective means for effective implementation of social media strategy.