Utilization of Social Media among CBA Students of Manuel S. Enverga University Foundation, Lucena City

This study investigated how certain Manuel S. Enverga University Foundation-Main College of Business Administration (CBA) students use social media. It looked into how people use social media, what platforms they prefer, and how it affects their social and academic lives. To improve knowledge of how social media affects CBA students' entire university experience, the findings attempt to shed light on the role that these platforms play in the personal and academic lives of these students. The rapid proliferation of social media has profoundly impacted students' personal, academic, and professional lives. This study aims to determine the profile of students in terms of their personal and social media characteristics, analyze their social media utilization, and evaluate their perceptions of social media's effectiveness. Data were collected from a diverse sample of students, focusing on their profiles (age,sex,academic program, year level, student status) and social media profiles (platform usage, average usage time, devices used, reasons for use, data plans, and internet service providers). The study investigated how students utilize social media in various dimensions, including content sharing and virality, audience engagement, website traffic, analytics and reporting, and customer care and communication. Additionally, it assessed students' perceptions of social media's effectiveness in providing global exposure, supporting education and learning, facilitating networking and community building, offering employment and career opportunities, and serving as a source of leisure and relaxation. The findings revealed significant insights into the social media habits of students. The majority of respondents actively use social media, primarly for staying connected with peers, entertainment, and educational purposes. Perceptions of effectiveness varied, with high value placed on networking and community building, and moderate value on educational support and career opportunities. The study also identified that tpersonal profiles significantly influence social media usage patterns and perceived effectiveness. This research underscores the integral role of social media in students' lives and provides actionable recommendations for educational institutions to harness social media's potential in enhancing student engagement and support. The study's comprehensive approach offers a valuable contribution to understanding the multifaceted impact of social media on contemporary student life. Social media use has become a crucial part of college life in an age of digital connection, impacting how students interact with information, one another, and the outside world. This study explores the particular social media usage landscape of a subset of Manuel S. Enverga University Foundation-Main College of Business Administration (CBA) students. as these students traverse the nexus between education and technology, it becomes imperative to comprehend the trends, inclinations, and consequences of their social media usage. This study intends to shed light on social media's effects on academic achievement, interpersonal connection, and overall university experience by investigating the complex role that social media plays in the lives of CBA students.