Resumen
The purpose of the undertaken study is to examine the influence of smartphones on the performance of university students in Pakistan. This paper also investigates the functions of a smartphone as exogenous predictors such as smartphone applications, multimedia messaging service (MMS), short message service (SMS), warp-speed processing, and entertainment on the academic performance of a student. This paper also addresses the impact of electronic word of mouth (eWOM) and attitude as mediating variables between exogenous and endogenous variables. Finally, we incorporated technology and addiction as moderating variables between independent variables and the outcome variable to measure the influence of moderating variables. We have taken 684 responses from seven universities in Pakistan and employed the SEM-based multivariate approach for the analysis of the data. The findings of this paper demonstrate that smartphone functions have a significant influence on students? academic performance, and moderating and mediating variables also have a significant influence on exogenous and endogenous variables. The practical implications have provided a guideline for university teachers, parents, and decision-makers of how a smartphone could be used to improve student academic performance inside and outside university campuses.