THE IMPACT OF SOCIAL MEDIA PLATFORMS AMONGST TERTIARY INSTITUTIONS STUDENT IN DUTSE JIGAWA STATE, NIGERIA
Keywords:tertiary institution, social medial platforms, students’ perormance, social bond theory
Over the last decade, the number of people using social media has grown throughout the world, and it's more important than ever to understand how it affects students' academic achievements. Therefore, the aim of this study is to identify why students use social media platforms as well as to examine the impact on students’ perormance. In order to meet the study objectives, the data is collected via an online questionnaire distributed in the electronic form to a sample of students attending tertiary institutions in Dutse. The mixed method research design has been applied in the present study. The Statistical Package for Social Science (SPSS) is used to analyze the quantitative data. On the other hand, the content analysis technique has been adopted to analyse qualitative data. According to the findings of the survey, the majority of students at tertiary institutions utilized social media platforms such as Facebook, WhatsApp, and Twitter, among others, and spent unnecessarily high time on them, drawing attention away from their study time. Results also indicates that higher institution students' use of social media platforms has a negative impact. The paper concludes that tertiary institutions should encourage students to use social media for academic research and assignments and that institutions should create ways to encourage students to use social media for academic purposes rather than for other purposes that interfere with their studies.