Addictive social media usage during covid-19 pandemic: a case study of southern Punjab, Pakistan

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Published: Jun 30, 2023
DOI: https://doi.org/10.35845/kmuj.2023.22843
Keywords:
Fear of missing out Peer Pressure Belongingness Social Media Addiction Gender Differences Fear of missing out scale Belongingness scale Peer pressure scale Addictive social media usage scale Sex Characteristics

Main Article Content

Huma Batool
Department of Applied Psychology, Bahauddain Zakariya University, Multan, Pakistan
Iram Batool
Department of Applied Psychology, Bahauddain Zakariya University, Multan, Pakistan and Department of Gender Studies, Bahauddain Zakariya University, Multan, Pakistan
https://orcid.org/0000-0001-7230-9080
Mahrukh Siddiqui
Department of Applied Psychology, Bahauddain Zakariya University, Multan, Pakistan

Abstract

OBJECTIVES: To investigate the impact of fear of missing out, belongingness, and peer pressure on social media addiction and to find out the gender difference in social media addiction.


METHODS: This cross-sectional survey was designed to collect data from 471 young adults through purposive sampling. The study was conducted from 28th January 2020 to 23rd May 2020 in southern Punjab (Multan, Bahawalpur, Vehari and Layyah) region of Pakistan. An online survey consisting of Fear of missing out scale, Belongingness scale, Peer pressure scale, and Addictive social media usage scale (ASMUS) was shared with participants along with the informed consent.


RESULTS: Out of 471 young adults 273 (58%) were females and 198, (42%) were males. Mean age of participants was 19.91±2.23 years. Fear of missing out is positively correlated with belongingness (r =0.26; p<0.01). Peer pressure is positively correlated with social media addiction (r =0.11; p<0.05) whereas belongingness is negatively correlated with social media addiction (r=-0.15; p<0.01). Fear of missing out, and peer pressure have a significant impact on social media addiction (R2=0.04, p<0.05) and belongingness has a negative impact on social media addiction (R2 = 0.04, p<0.001). Males have greater social media addiction with regard to socialization (Mean ASMUS=16.04±4.98) and information (Mean ASMUS=10.75±2.83) as compared to females.


CONCLUSION:  Fear of missing out and peer pressure significantly predict social media addiction. Belongingness has a negative relationship with social media addiction. There exists a significant gender difference in social media addiction in terms of information and socialization.

Article Details

How to Cite
Batool, H., I. Batool, and M. Siddiqui. “Addictive Social Media Usage During Covid-19 Pandemic: A Case Study of Southern Punjab, Pakistan”. KHYBER MEDICAL UNIVERSITY JOURNAL, vol. 15, no. 2, June 2023, pp. 106-10, doi:10.35845/kmuj.2023.22843.
Issue
Vol. 15 No. 2 (2023): KMUJ 2023; Vol 15; Issue 2 - Apr - Jun
Section
Original Articles
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