Abstract
This study looks at the media ecology theoretical framework to explore the impact of social media interactivity on users. This study argues that different age groups impact differently via social media interactions it's all depends on their demographics such as age, qualification, and socioeconomic status. The findings confirms that social media interactivity happened due to individual gratification but it creates an impact on the human environment as media ecology claimed.This study uses the qualitative technique of face-to-face in-depth interviews with a total of 16 participants to achieve its goals, and it presents its findings using inductive thematic analysis. The study came to the conclusion that both Digital Natives and Digital Immigrants' social behavior and self-concept are impacted by their frequent use of social media platforms.
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