Social networking has been expanding widely for almost two decades. All students use social networking platforms and usage is more intense and complex to impact a whole era social life. Based on cognitive load theory and dual task approach, we measure the mediating effect of social networking sites usage on the impact of individuals’ characteristics on their academic achievement. Research model proposed presumes that basic values, personality traits and social status have an effect on Facebook usage and cognitive absorption which in turn have an effect on academic results. Research looks at Facebook usage for recreation into multitasking context and assesses moderating role of polychronicity capacity. Group comparison is used to analyze countries and gender differences.