Factors influencing students’ academic performance in the post COVID-19 era: a conceptual model

At the current endemic stage, traditional teaching and learning activities have shifted to an online approach. The use of social media in online teaching and learning has become increasingly popular. However, these changes have raised various concerns, as they are not yet the norm within the Sarawak education system. With the rapid evolution of web technologies, social media has emerged as an effective platform for bridging communication gaps worldwide. It comprises applications that connect people across the globe in ways that no previous technology has achieved. Platforms that were once primarily used to reconnect with long-lost friends or acquaintances have now become ubiquitous among university students. Empirical evidence has shown that students mainly use social media to maintain relationships with friends and family in their hometowns, make new friends, and follow their favourite social media influencers. However, these activities have become a major concern for educators, as they may negatively influence students’ academic performance. This is because social media relies on Internet-based applications that can become addictive and divert students from educational purposes. Nevertheless, the Internet and social media also offer significant benefits by providing users with vast amounts of information. Their interactive nature enables them to educate, engage, and entertain users effectively. However, excessive use or misuse may result in poor academic performance. Therefore, the purpose of this study is to examine the effects of factors such as social media use, online engagement, and personality on university students’ academic performance. A new variable, personality, is incorporated into the proposed model, as previous research has suggested that personality plays a significant role in various forms of interaction, particularly on online platforms.