Unveiling the Impact of Social Media and Online Media on Academic Performance

This study explores how Facebook and online media usage affect academic performance and communication styles among university students, focusing on the moderating roles of multitasking and student interest in university (SIU). Drawing on time displacement theory, it develops and empirically tests a conceptual model linking digital media engagement with academic outcomes, face-to-face communication (FTFC), and internet-based communication (IBC). The research is based on survey data from students at two leading universities in India and Russia. Using Covariance-Based Structural Equation Modeling (CBSEM), the study identifies significant gender differences and confirms that multitasking and SIU moderate several key relationships. By providing contextual insights from India and Russia, this study enriches cross-country discussions on the educational implications of social media usage. The findings inform theory and offer practical guidance for educators and policymakers in managing student engagement in digitally connected environments.