THE IMPACT OF SOCIAL NETWORKS ON THE SOCIAL SUCCESS OF STUDENTS

Abstract

Introduction. Modern student youth live in an era of rapid development of information technologies and active integration of social networks into everyday life. Online platforms have become an integral part of modern life, offering various opportunities for establishing social connections, exchanging ideas, and obtaining new knowledge. They also serve as a powerful tool for creative selfexpression and presenting personal ideas to a wide audience. Purpose and objectives of the article. The article studies the impact of social media use on young people, in particular, on social interaction, self-esteem, and academic performance. The task of the study was to conduct a review of scientific sources to gain a deeper understanding of the impact of social media on students’ social success; to analyze the main concepts and theories from various scientific disciplines that reveal the relationship between activity in social media and the development of social success. In addition, an empirical study was conducted to determine the actual impact of social media on student youth. The study aimed to analyze both the positive aspects of using social media and the possible negative consequences of their impact. Scientific novelty. The scientific novelty of the article lies in the comprehensive approach to the analysis of the influence of social networks on the social success of student youth, which is considered through the relationship between self-esteem, social interaction, academic success and professional prospects. The article systematizes theoretical approaches to the study of this influence, in particular, such concepts as the theory of social comparison, the theory of cultivation, media addiction, "spirals of silence", etc. were applied. This made it possible to more deeply analyze the role of social networks in shaping young people’s manifestations of social success, their impact on the development of communication skills, strengthening social ties and ensuring access to educational opportunities. The study focuses on the analysis of the ambiguous influence of social networks, which covers both positive and negative aspects. Results. The results of the study confirmed the multifaceted impact of social networks on the lives of young students. Social networks contribute to the development of communication skills, expanding the circle of social contacts and integration into the modern educational environment. However, there are certain risks of excessive use of social networks, including the formation of unrealistic ideas about success, dependence on the digital environment and potential negative impact on psychological well-being. Constantly comparing oneself with other users of social networks can reduce self-esteem and cause emotional exhaustion. The article emphasizes the importance of developing digital competence and conscious, responsible use of social networks. The recommendations presented are aimed at the effective use of the social platform to promote social success, academic achievements and professional development of young people.