With technological progress in the past few decades, the digital era of blended technologiesof communication has made efficacious improvement across the globe. Social networkingsites or SNSs have had a major influence in this respect. The paper tried to analyzeempirically the overriding immense impact of SNSs on the student community which hastransformed their ways of learning and interacting and has bestowed a collective benefit onthem. The paper delved deep into which aspects of scholastic performance of collegestudents did the SNSs academically, socially, and behaviourally effect. Primary data wereused in the study and a descriptive research design was carried out with a formalizedquestionnaire. A structured questionnaire with 25 items was designed to determine thefactors of social networking sites that had an impact on the college students. On the basis ofsystematic random sampling technique, a sample of 200 students as respondents wasselected from different colleges of West Bengal. Statistical analysis was executed withexploratory factor analysis and confirmatory factor analysis. Structural equation modelingwas performed through AMOS-20 on the proposed conceptual model. The prime findings ofthe study showed that most of the factors identified brought positive development amongthe students. Behavioural aspects of students, as discussed in the study, did not have anyimpact on the comprehensive performance of the students. The study is of prominentimportance as the managements of colleges can help students to augment their academicactivities by providing a platform for SNSs which would also help them to socialize,associate, cooperate, and mix with the student fraternity as well as with the bigger world,thereby solidifying their overall accomplishments.

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