EXPLORING THE ANTECEDENTS OF SOCIAL NETWORK USAGE ON ACADEMIC PERFORMANCE–A COMBINED GP-TOPSIS APPROACH

Abstract

The present study is focused with two objectives: (1) to explore the influence of big-five personality factors (extraversion, neuroticism, agreeableness, openness to experience, and conscientiousness) towards social network site (SNS) usage among Asian university students, and (2) to analyze the mediating roles of personality, cultural and technology factors, in the relationship between SNS usage on academic performance. Moreover, assessment framework for the integration of personality, cultural and technology factors for the effectiveness of SNS usage on academic performance has not been adequately presented in the available literature. For measuring the effects of SNS usage on academic performance, we have integrated Fuzzy Multi-Criteria Decision Making (FMCDM) Approaches: (a) Fuzzy Technique for Order Performance by Similarity to Ideal Solution (TOPSIS) and (b) Goal Programming (GP) approach. Further, the hybridization of fuzzy TOPSIS and GP has addressed only in very few studies. Based on this context we have integrated fuzzy TOPSIS and GP approach for evaluating SNS usage on academic performance from the perspective of university students in India. The hybrid GP-TOPSIS methodology has been employed in a real case study among VIT university students in India. A numerical illustration for SNS usage on academic performance is also given to demonstrate the application of hybrid MCDM approach.