Does the intensity of use of social media influence the economic sustainability of the university?

Social media is playing a vital impact on the learning behaviour of university students to obtain sustainable education. The influence of social media on sustainable education is becoming a vital and impelling component. The globe has shrunk to the size of a hamlet as a result of social media and technological advancements in education.

This unique study is one of the few to conduct a focused analysis of the association between good and negative social media traits and university students' learning attitudes for long-term education. However, the purpose of this study is to investigate the positive and negative variables that have an influence on students' brains and how they have assisted students in sharing good and bad characteristics with others. It is becoming increasingly clear that social networking sites and their apps provide huge benefits as well as threats to university students, and the effects on students' psychological adjustment or learning practises are not well recognised.

The cluster sampling approach was used in this study, and respondents came from five different areas. Researchers submitted 1013 questionnaires to a targeted sample of university students aged 16 to 35, and they received 831 complete/valid replies.

The social pleasure theory was used in this study to investigate students' behaviour when using social media. From the prior research, this study precisely identified 18 hostile and constructive social media characteristics. The data demonstrated that social media use had a detrimental affect on a student's conduct in Pakistan, as opposed to a favourable influence. Because the findings are unique to the respondents, they cannot be extrapolated to the whole student body. This study demonstrates a link between antagonistic and creative qualities of social media and opens up possibilities for future research by providing a better understanding of web-based social network use.

This study claims to be a new contribution to scientific knowledge since there is no prior existing literature evidence that bridges and combines students' perspectives on the use of social media as a supportive tool in higher education. Students and educators are regarded as the most important educational stakeholders because they use social media apps to promote learning environments and knowledge co-creation.

The beneficial characteristics of social media include its technological contribution to educational institutions and numerous businesses, such as health, services, tourism, and communities. The sharing of opinions with others, awareness-raising, knowledge-sharing, relationships, identity, reputation, and connections building, social impact improvement, and the development of other communication skills are examples of the positive features.

Teenagers, student communities, and other groups are joining social media platforms in greater numbers throughout the world to engage with friends, family, and strangers. Technology improvements have helped to technically enhance learning and social interactions, information exchange, and the ability to receive updates through social networks. Social media impacts human behaviour. Applications of social media are helpful in businesses, medical research, and educational institutions. Over the past ten years, social media has drastically changed how individuals, social networks, and other organisations produce, distribute, and use information.

Social media's development has changed the world in numerous ways and has had an impact on individuals from all walks of life. The negative effects of social media—examined in this study—have an impact on Pakistani student groups. These negative effects include despair, stress, anxiety, and other health issues. Social media was favoured by students at the chosen colleges for spreading awareness, relieving stress, learning practical knowledge, and establishing new connections. On the other hand, some students squander a lot of time on social media by using it excessively.

 One negative outcome of the dependence on online technology is that some unscrupulous colleges have supplied a phoney degree through online study, and students fall into their trap. Moreover, some students employ online language when completing schoolwork and writing tests and papers, demonstrating that social media and social networks have blurred the gap between professional and casual writing. The excessive use of social media makes pupils emotionally and physically unstable and results in dull or irritated conduct. Given the benefits and drawbacks of social media, parents of students should set limits on their children's usage of it because the latter might have a detrimental influence on a student's academic performance.

Given that excessive use of social media is bad for teenagers, these findings can help parents be more vigilant with their kids. This balanced strategy is helpful since it allows kids to profit from utilising social media while they are learning. However, the unfavourable impacts of social media could cause health harm with excessive use [33]. Students often prefer to speak with friends and classmates in person. Students may suffer fraud or scams via the usage of social media, since social networks are utilised from time to time to take advantage of other users. Due to its tendency to create stressful conditions and unreasonable expectations, social media has had a significant detrimental impact on pupils.

Such negative effects, such as anxiety, stress, and depression illnesses, brainwashing, the consumption of fake news, marriage breakdowns, trolling, cyberbullying, privacy abuses, online witch hunts, and time waste, may result from excessive social media use.

After a thorough examination of technology acceptability, technology addiction, and discussions with student groups at certain colleges, a conceptual model was empirically validated in this study by surveying actual social media users. The results show that students' decisions to utilise social media are strongly influenced by their acceptance of technology, its usability, and their perceptions of its advantages. These findings imply that maintaining a balanced approach to social media might help prevent the harmful health repercussions of excessive social media use.

 Government authorities may also profit from these results, and they can take necessary actions to protect the health of students and others in society from the excessive use of social media. Student groups briefly summarised their observations of internet posts or material that inspired them to adopt practises to avoid unfavourable emotional reactions. Future research should analyse other aspects to build on the elements previously employed in this study to acquire more insight into students’ perspectives regarding the sustainable usage of social media. Additional research should examine the effects of certain social networking sites, such as Facebook, WeChat, What's App, and Twitter. Moreover, comparable research may be undertaken by considering other age groups than university students or by analysing other locations in Pakistan.