Purpose: The purpose of this paper is to investigate the relationships between students' use of social media, their academic performance and creativity in the digital era. Design/methodology/approach: This research used a survey strategy for collecting primary data required for this study from 334 students of undergraduate programs at Chinese universities who were sampled through a non-probability convenience approach. Findings: The findings of the study reveal that students' use of social media is positively associated with students' academic performance and creativity. In addition, intrinsic motivation was found to be a mediating reason in the relationships between students' use of social media and students' academic performance and creativity. Originality/value: This study explored an important role of intrinsic motivation as a mediator in the relationships between students' use of social media and their positive outcomes. Studying the use of social media by students to their positive study outcomes is also practically important for students, educationalists and other policymakers.