Abstract

The nexus of social media use and academic performance has been extensively researched in higher education worldwide. This study aims to investigate the impact of social media on students' academic performance in higher education in Azad Jammu and Kashmir (AJK). The primary objective was to assess how social media usage affects students’ academic performance. Using a quantitative research approach within the positivist tradition, we conducted a cross-sectional study. Data was collected through a questionnaire administered to a sample of 309 students by using a convenient sampling technique. The results revealed a range of findings, highlighting the significant  negative consequences of excessive social media use on academic performance. The linear regression analysis indicated that social media usage adversely affected students' learning habits, CGPA, ability to express ideas, skills, language proficiency, study routines, assignments, academic interests, knowledge, research, and communication skills in higher education of AJK.