Facebook Consumption and Academic Performance: An Empirical Study of Addictive Patterns and its Effects on Academic Performance of University Students

Abstract

Aim of the Study: Facebook has become the most popular social networking site with millions of young consumers and students worldwide. These young consumers use Facebook to satisfy their needs and gratifications. These young students are not only the regular and frequent consumers but they have been reported to have addictive patterns in their consumption of Facebook. This heavy consumption affects different aspects of their life, particularly their educational activities and academic performance. The current study aimed to explore the consumption patterns of Facebook among young university students of Pakistan.

Methodology: The theoretical model “Uses and gratifications” have been used to draw conclusions. The quantitative research methodology has been used as research design and data has been collected through purposive sampling technique for survey.

Findings: The findings showed that the heavy consumption of Facebook is leading towards the addiction which is eventually affecting lifestyle, behaviours and academic performance of youngsters. The proposed hypothesis has been supported that more the consumption of Facebook, lower the academic performance will be among university students with the p value of 0.00.

Conclusion: There is a dire need to take addictive patterns of Facebook consumption as a serious concern to regulate the intensity and frequency among students. The parents, teachers and students all need to realize the significance of ensuring health digital well-being. Serious efforts must be done to control the detrimental and harmful effects of Facebook addiction among university students.