Social Media Influence and Students' Performance at Islamic University in Uganda, Female's Campus Kabojja, Uganda

The study examined the relationship between social media influence and students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda. The study was channeled by the following specific objectives; i) To investigate the relationship between type of content consumed and students’ performance, ii) To establish the relationship between level of engagement and students’ performance, and iii) To examine the relationship between purpose of use and students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda. A correlational research design was adopted focused on a quantitative approach. A sample of 120 students was selected from four selected faculties at Islamic University in Uganda, Females’ Campus, Kabojja. Correlation and descriptive analysis methods were employed by the researcher to analyze the quantitative data collected. The study revealed that there is a strong and positive statistically significant relationship between type of content consumed and students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda. In addition, the study revealed that there is a moderate and positive statistically significant relationship between level of engagement and students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda. The study further revealed that there is a strong and positive statistically significant relationship between purpose of use and students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda. The study concludes that social media influence in form of type of content consumed, level of engagement, and purpose of use is positively and significantly associated with students’ performance in that an improvement in the various aspects of social media influence resultantly leads to an improvement in students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda. The study recommends that schools, teachers, and education authorities should share revision materials, subject tutorials, and academic tips on platforms like WhatsApp, YouTube, and Facebook since students already use social media regularly so sharing academic content through familiar channels helps them learn in engaging and accessible ways, influencing an improvement in students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda. The study also recommends that university administrators and lecturers should establish and enforce school policies that restrict or guide the use of mobile phones and social media during lessons and study periods as this helps students focus and concentrate on learning during academic hours which would positively influence students’ performance at Islamic University in Uganda, Female’s Campus Kabojja, Uganda.