1. CONCEPTUAL FRAMEWORK FOR THE INFLUENCE OF SOCIAL MEDIA USAGE AND SOCIAL MEDIA MULTITASKING ON THE ACADEMIC PERFORMANCE OF THE UNDERGRADUATE STUDENTS

Social media has become an almost crucial part of our regular life, especially among university students as they are generally using social media excessively in their daily activities like attending classes, doing homework or solving assignments. This study was aimed at investigating the impact of the multitasking of the social media on students’ academic performance. A conceptual framework is proposed for the investigation into the influence of social media usage and social media multitasking behavior on the academic performance of undergraduate students. The conceptual framework discussed in this paper examined the contribution of social media to the academic outcomes of Malaysian university students and it will act as a baseline for future empirical research in this area.