Exploring  the Transformative Impact of Social Media on Behavior in Contemporary Society

Martin Bokase

doi:10.47667/ijphr.v4i1.231

Authors

Martin Bokase Université protestante au Congo, DR Congos

DOI:

https://doi.org/10.47667/ijphr.v4i1.231

Keywords:

Social Media, Behaviour, Contemporary Society

Abstract

This study investigates the intricate relationship between social media consumption patterns and many behavioral effects in modern culture. It investigates social media users' demographic diversity, platform preferences, and the perceived impact of social media on behavior. Furthermore, the study examines a variety of behavioral outcomes related to social media use, such as political viewpoints, purchase decisions, social interaction, self-esteem, feelings of loneliness, and stress levels. The findings show a diversified demographic composition among participants, emphasizing social media platforms' appeal across age groups, gender identities, and educational levels.Platform preferences highlight the continued popularity of platforms such as Facebook and Instagram, while also acknowledging the importance of other platforms such as Twitter and Snapchat. The impact of social media on behavior is perceived differently by participants, with a sizable number claiming a negative influence. The study finds some strong relationships between behavioral outcomes. Political beliefs are positively related to social media use, highlighting the importance of digital platforms in political dialogue and expression. Purchasing decisions show a favorable association with social media use, demonstrating the impact of social media advertising and influencer marketing on consumer behavior. The relationship between social interaction and social media use is complicated, stressing the dual nature of online interactions. Self-esteem has a favorable relationship with social media use, contradicting the widely held belief that social media has a negative impact on self-esteem. Loneliness has a slight negative connection with social media use, highlighting the complex interaction between social media and loneliness. Stress levels have a positive relationship with social media use, highlighting the possible stressors connected with online participation.

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