SOCIAL MEDIA EXPOSURE AND SOCIAL MEDIA ADDICTION AMONG YOUNG ADULTS

Abstract

Young adults have grown accustomed to social media as a way of life, and problematic use and the psychological effects are increasingly a concern. The aim of this study was to investigate the correlation between exposure to social media and social media addiction in young adults (18-30 years). The data were collected by using a quantitative cross sectional survey design with 300 respondents comprising of early-stage professionals and university students using a structured online questionnaire. The results showed that the participants used an average of 4.3 hours per day on social media, with Instagram, TikTok and YouTube being the most popular platforms. There was a high positive correlation between social media exposure and addiction scores (r = 0.62, p < 0.001). The regression analysis showed that the daily hours of use (β = 0.41), frequency of checking (β = 0.32), and number of platforms used (β = 0.21) were significant predictors, accounting for 52% of the variance in addiction levels (R² = 0.52). The study also emphasizes the moderating effects of fear of missing out (FoMO), peer pressure, and self-esteem. The results highlight the pressing need to implement specific digital literacy initiatives and comprehensive interventions to foster digital well-being and reduce compulsive social media consumption among young adults, in line with the theoretical frameworks of Uses and Gratifications Theory and Media Dependency Theory.