Social Media's Impact on Academic Performance of Higher Faculties During Covid-19 Pandemic in Hyderabad, Sindh, Pakistan

Social media become the dynamic tool of communication among academicians during the Covid-19 pandemic. However, a lack of research examines the impact of social media use on academic performance by higher faculties. In this study, TAM was applied as an analytical model and employed a survey as a quantitative research method. A total of 242 higher faculties from multi-disciplines of the University of Sindh, Jamshoro, Hyderabad, (Sindh) Pakistan were chosen from 1st August 2021 to 30th August 2021. The data was analyzed by SPSS version 26, based on the technology acceptance model, applied Cronbach's alpha, regression, and Pearson correlation techniques. This study revealed the moderate correlation r-square = .674, p = 0.000, which indicated the use of social media, perceived usefulness, and teacher satisfaction have a significantly positive impact on the academic performance except perceived ease of use among higher faculties in the university. Therefore, this study concluded that the impact of social media usage on academic performance by teachers have shown significant pattern and transformed the traditional approach towards online for development of academic performance. However, social media can assist in better academic performance by promoting collaborative learning, and discussions. Hence, for further analytical evaluation, similar research must be conducted at private universities.