sustainability Article Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis Rizwan Raheem Ahmed 1,* , Faryal Salman 2, Shahab Alam Malik 1, Dalia Streimikiene 3,* , Riaz Hussain Soomro 2 and Munwar Hussain Pahi 4 1 Faculty of Management Sciences, Indus University, Block-17, Gulshan, Karachi 75300, Pakistan;
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[email protected] (R.H.S.) 3 Institute of Sport Science and Innovations, Lithuanian Sports University, Sporto str. 6, Kaunas 44221, Lithuania 4 College of Business Management, PAF-KIET University, Korangi Creek, Karachi 75190, Pakistan;
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[email protected] (D.S.) Received: 3 December 2019; Accepted: 1 January 2020; Published: 6 January 2020 Abstract: 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.