Abstract
This paper examines the impact of online entertainment media on privacy, safety, psychological wellbeing and academic achievements of youth through the smart phones. The authors reviewed literature on excessive use of social media, business and marketing industries by Chris Anderson, Rasmous Kleis Neilson, Lijun Zhou, Kathleen Van Royen, Karolien Poels, Heidi Vandebosch, Philippe Adam, William G. Zikmund et. al. and others, and developed the theoretical framework around the excessive usage of new media and credibility theories. They prepared a survey questionnaire to study the said impact of new entertainment media on privacy, safety, psychological wellbeing and academic achievements of youth, taking N=200 students of University of Lahore. They used the statistical tools for data analysis. The regression analysis of the dependent variables "Privacy", "Safety", "Psychological Needs", and "Educational Achievements" against the independent variable Online Entertainment Media show the extent rate at 44.2%, 62.9%, 83%, and 80.2 % respectively among youth.
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