Academic Performance in the Age of AI-Powered Social Networks: The Mediating Influence of Big Five Personality Traits

A substantial number of empirical research have been conducted on student academic motivation and its potential antecedents, including aspects connected to the classroom teacher, contextual elements, and individual student characteristics that promote academic drive. This study aim at “Exploring the Academic Performance in the Age of AI-Powered Social Networks: The Mediating Influence of Big Five Personality Traits.”. The objectives of the study were, 1) To examine the relationship between AI-powered social network site usage and academic performance, 2) To investigate the correlation between the Big Five personality traits and academic performance, 3) To analyze the mediating role of Big Five personality traits in the relationship between AI-powered social network site usage and academic performance. This study utilized a mixed methods approach, combining qualitative techniques with quantitative analysis, to investigate the relationship between Social Network Site usage and the personality traits of secondary school pupils. The utilization of a triangulation design in mixed methods research is warranted by the inherent limitations present in all research strategies. The study population included 8,617 10th grade students in District Attock, comprising 4,868 boys and 3,749 girls, enrolled in 248 public secondary schools. The study sample comprised 530 pupils from the population. The Proportional Sampling method was utilized for sampling. The sample size of each stratum is directly proportionate to the total population size of that stratum. This signifies that each sample inside every stratum is selected utilizing a consistent sampling percentage. Two unique self-created research instruments were utilized to achieve the study's objectives. Big Five Personality Traits Assessment (BFPTs) The Big Five Personality Tool consists of 39 measures that evaluate five specific traits: Agreeableness, Extraversion, Openness, Conscientiousness, and Neuroticism. Utilization of Social Networking Sites (SNSs) The Social Network Sites tool consists of twenty-nine unique elements related to five essential and commonly used Social Network Sites. The Coefficient of Correlation data analysis technique was employed. The correlation analysis indicates a strong positive association between AI Usage and Academic Performance (AP), evidenced by a moderate positive correlation (r = .531, p = .000). This suggests that increased AI usage correlates with improved academic achievement, indicating a beneficial effect on learning outcomes. Therefore, it is advisable for educational institutions to include AI tools into the learning environment to improve academic achievement through tailored learning experiences and effective resource management.