This study investigates the impact of social media on students academic performance by comparing its influence across conventional (classroom-based) and non-conventional (online/distance) learning environments. Through a combination of factor analysis, chi-square tests, and logistic regression on data collected from 300 undergraduate and postgraduate students across India, the research reveals that while general usage patterns of social media are similar across educational modes, significant differences exist in how these platforms affect academic outcomes. Students with higher academic scores tend to prefer conventional learning, while social media-based learning tools show varied effectiveness depending on the instructional setting. Gender and age also emerged as significant factors influencing educational mode preferences. The findings highlight the complex interplay between social media use and academic performance and underscore the importance of context-specific strategies for integrating digital tools in higher education.
Kumari et al. (Sat,) studied this question.