Exploring the Impact of AI-Powered Social Network Sites on Academic Performance: The Mediating Role of Big Five Personality Traits

Abstract

This study aims at exploring the impact of AI-powered social network sites on academic performance: The mediating role of big five personality traits. It utilized a mixed methods approach, combining qualitative techniques with quantitative analysis to investigate the relationship between Social Network Site usage and the personality traits of secondary school pupils. The study population included 8,617 10^th grade students in District Attock, comprising 4,868 boys and 3,749 girls, enrolled in 248 public secondary schools. The study sample comprised 530 pupils from the population. The proportional sampling method was utilized for sampling. The sample size of each stratum is directly proportionate to the total population size of that stratum. This signifies that each sample inside every stratum is selected utilizing a consistent sampling percentage. Two unique self-created research instruments were utilized to achieve the study's objectives. Big Five Personality Traits Assessment (BFPTs) The Big Five Personality Tool consists of 39 measures that evaluate five specific traits: Agreeableness, Extraversion, Openness, Conscientiousness, and Neuroticism. Utilization of Social Networking Sites (SNSs) The Social Network Sites tool consists of twenty-nine unique elements related to five essential and commonly used Social Network Sites. The correlation analysis indicates a strong positive association between AI Usage and Academic Performance (AP), evidenced by a moderate positive correlation (r = .531, p = .000). This suggests that increased AI usage correlates with improved academic achievement, indicating a beneficial effect on learning outcomes. Therefore, it is advisable for educational institutions to include AI tools into the learning environment to improve academic achievement through tailored learning experiences and effective resource management.