Abstract:
In today’s digitally connected world, social media multitasking (SMM) has become
a common usage pattern among university students, raising concerns about its
potential effects on cognitive functioning and academic performance. While previous
studies have explored this issue mainly in Western contexts, limited attention has
been given to South Asian settings where cultural and educational dynamics may
influence outcomes. This study investigates the impact of SMM on cognitive
functions, specifically working memory, memory retention, reading comprehension,
and decision-making among Sri Lankan state university undergraduates. Employing
a cross-sectional quantitative design, data were collected through a structured
questionnaire from a cluster sample of 384 students across 17 universities. Reliability
and validity testing confirmed the robustness of the measurement instrument, and
subsequent statistical analyses, including descriptive statistics, correlation, and
regression, demonstrated that frequent engagement in SMM significantly impairs all
examined cognitive functions. Findings indicate that students who habitually
multitask across multiple social media platforms exhibit reduced short-term memory
capacity, lower levels of information retention, compromised comprehension of
academic texts, and an increased tendency toward impulsive or less reflective
decision-making. These outcomes are consistent with cognitive psychology theories
such as the limited resource model of attention and cognitive load theory, which
explain how constant task switching disrupts concentration and information
processing. This research contributes theoretical value to the underexplored domain
of SMM in South Asian higher education and emphasises the importance of fostering
mindful digital practices. The study offers practical implications for educators, digital
literacy initiatives, and mental health practitioners, highlighting the need to develop
strategies that encourage responsible technology use and protect students’ cognitive
well-being.
