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


  • Martin Bokase Université protestante au Congo, DR Congos




Social Media, Behaviour, Contemporary Society


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.


Download data is not yet available.


AlShurman, B. A., Khan, A. F., Mac, C., Majeed, M., & Butt, Z. A. (2021). What demographic, social, and contextual factors influence the intention to use COVID-19 vaccines: a scoping review. International Journal of Environmental Research and Public Health, 18(17), 9342.

Bates, A., Hobman, T., & Bell, B. T. (2020). “Let me do what I please with it... Don’t decide my identity for me”: LGBTQ+ youth experiences of social media in narrative identity development. Journal of Adolescent Research, 35(1), 51-83.

Begby, E. (2022). From belief polarization to echo chambers: A rationalizing account. Episteme, 1-21.

Buchanan, T. (2020). Why do people spread false information online? The effects of message and viewer characteristics on self-reported likelihood of sharing social media disinformation. Plos one, 15(10), e0239666.

Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58.

Coyle, S., Cipra, A., & Rueger, S. Y. (2021). Bullying types and roles in early adolescence: Latent classes of perpetrators and victims. Journal of school psychology, 89, 51-71.

Fardghassemi, S., & Joffe, H. (2022). The causes of loneliness: The perspective of young adults in London’s most deprived areas. Plos one, 17(4), e0264638.

Hamadi, M., El-Den, J., Narumon Sriratanaviriyakul, C., & Azam, S. (2021). A social media adoption framework as pedagogical instruments in higher education classrooms. E-Learning and Digital Media, 18(1), 55-85.

Kyza, E. A., Varda, C., Panos, D., Karageorgiou, M., Komendantova-Amann, N., Coppolino Perfumi, S., ... & Hosseini, A. S. (2020). Combating misinformation online: re-imagining social media for policy-making. Internet Policy Review, 9(4), 1-24.

Naeem, M. (2021). The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Market Research: An International Journal, 24(3), 281-301.


Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58, 102272.

Rathje, S., Van Bavel, J. J., & Van Der Linden, S. (2021). Out-group animosity drives engagement on social media. Proceedings of the National Academy of Sciences, 118(26), e2024292118.

Stevens, F., Nurse, J. R., & Arief, B. (2021). Cyber stalking, cyber harassment, and adult mental health: A systematic review. Cyberpsychology, Behavior, and Social Networking, 24(6), 367-376.

Stsiampkouskaya, K., Joinson, A., Piwek, L., & Ahlbom, C. P. (2021). Emotional responses to likes and comments regulate posting frequency and content change behaviour on social media: An experimental study and mediation model. Computers in Human Behavior, 124, 106940.

Vlaanderen, A., Bevelander, K. E., & Kleemans, M. (2020). Empowering digital citizenship: An anti-cyberbullying intervention to increase children's intentions to intervene on behalf of the victim. Computers in human behavior, 112, 106459.




How to Cite

Bokase, M. (2023). Exploring the Transformative Impact of Social Media on Behavior in Contemporary Society. Interdisciplinary Journal Papier Human Review, 4(1), 10-19. https://doi.org/10.47667/ijphr.v4i1.231