The Virtual Bonds: Unveiling the Influence of Social Networking Sites on College Students

Abstract Purpose –The purpose of this study is to gain insights into students' usage, purpose, and behavior regarding social media, investigate the relationship between social media use and academic performance, and explore the average time spent by students on social media. Research Methodology–The study employed a descriptive research design, convenience sampling to gather data from 100 college students in Bareilly District, Uttar Pradesh. Primary data was collected through a structured questionnaire, and analysis was conducted using MS Excel with the frequency and percentage method. Findings –The study found that most surveyed students, especially those aged 18-21, primarily used social media for chatting and studying. The study also identified potential drawbacks of social media, including time consumption and the risk of cyberbullying. Research limitations/implications –One limitation of this study is the reliance on self-reported data may be subject to response bias which may affect the generalizability of the findings. Practical implications –The insights provided by this study can inform educational institutions and policymakers about the impact of social networking sites on college students. Originality/value –This study provides original insights into their social media behavior, the relationship between social media use & academic performance and the average time spent on social media.