Usage Intensity of Social Media and Academic Performance
Radziah Mahmud1, Mustaffa Bukhari2
1Radziah Mahmud*, Faculty of Accountancy, Universiti Teknologi MARA Selangor, Puncak Alam, Selangor, Malaysia.
2Mustaffa Bukhari, Entrepreneurship, Business and Management Department, Centre for Continuing Education, University Malaya, Malaysia.

Manuscript received on November 20, 2019. | Revised Manuscript received on November 28, 2019. | Manuscript published on 30 November, 2019. | PP: 6675-6678 | Volume-8 Issue-4, November 2019. | Retrieval Number: C6452098319/2019©BEIESP | DOI: 10.35940/ijrte.C6452.118419

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Abstract: Current students are constantly engaged with social media platforms not only for entertainment and interaction, but also to gain and share information. Even though various studies have been conducted on the use of social media in education, there is lack of evidence on the influence of social media on accounting students particularly in Malaysian setting. This study aims to investigate the impact of the usage intensity of social media on accounting students’ performance. It is discovered that the utilization of social media in their learning activities has influenced the student’s academic achievement after considering their proficiency and gender. In contrast, social presence and social interaction have no impact on the students’ performance.
Keywords: Social Media Usage, Intensity, Performance.
Scope of the Article: Measurement & Performance Analysis.