Gratifications Theory Research Articles

“Will You Buy It If They Recommend It?” Exploring the Antecedents of Intention to Purchase Podcaster-Endorsed Items

The diverse content of and ease of listening to podcasts have made podcasts popular, particularly during the COVID-19 pandemic. Advertisers have begun to recognize their marketing potential and are now hiring podcasters to recommend their products. This study sought to determine the factors influencing podcast commitment, parasocial interaction (PSI), and the intention to purchase podcaster-endorsed items. It was conducted in Taiwan with a sample size of 578 participants and an online questionnaire. Structural equation modeling and mediation analysis were applied to the collected data from the perspective of uses and gratifications theory. We found that podcast commitment is positively related to edutainment, storytelling transportation, and social engagement. Social engagement is positively related to PSI, while storytelling transportation has a negative relationship with PSI. Additionally, there is a strong positive correlation between podcast commitment and PSI and both factors positively influence the intention to purchase podcaster-endorsed items. PSI also significantly moderates the positive relationship between podcast commitment and the intent to buy podcaster-endorsed items.

The Benefits of Social Media Among Children Aged 8 to 17 in Tema Metropolitan Area in Ghana

In modern society, children actively engage with social media platforms, and Ghana is not an exception to this trend. People have, however, placed an excessive amount of focus on the negative implications of using social media, which has overshadowed the positive effects that it has on children. This study examines the use of social media by children, including their preferred platforms, as well as the positive and negative consequences associated with their usage. This was a cross-sectional study that employed convenient and snowball sampling procedures for data collection and analysis. The study was conducted on 400 children aged 8 to 17 in Tema. The Uses and Gratifications Theory (UGT) is the study’s underlying theory. The association between demographic characteristics and correlates of social media usage was examined using bivariate analysis, whereas the qualitative data analysis was guided by thematic analysis. The results show that 87.5% of children have ever used social media, with males being more likely than females to have done so (91.7% vs. 83.5%). The main reason social media platforms are used by children (87%) is for entertainment. TikTok has the highest usage percentage, making up 88.7% of all platforms, according to the findings. Some benefits of social media include communication, entertainment, and resources for creativity, research, and academic work. Also, the detrimental consequences of social media usage comprise exposure to sexually explicit material, addiction in children, and diminished academic achievement in children who become too engrossed in its usage. The study demonstrated that social media is widely used among children in Ghana. TikTok is the most popular social media platform among children, and it is their preferred platform. Parents are urged to encourage their children to use social media platforms for beneficial purposes, and media industry stakeholders should develop and implement initiatives to increase the benefits of social media for children. Regulation and supervision are necessary to mitigate the adverse consequences of children’s social media usage.

Impact of Social Media on Academic Performance: A Study of University Students during COVID-19

Adults are becoming more responsive to social media nowadays. The phenomenon is offering entertainment communication platforms and becoming a source of information as well. Social media has become an important element which is affecting the academic performance of adults. The gratification theory and survey method/technique are used for analysis. The study sample was 300 students, and data were collected from the three main universities of Islamabad through a convenience sampling technique. This study showed that social media had a positive impact on university students’ performance. The result of the study also describes that if the students spend more time on their studies, their academic performance will increase, and if more time is spent on social media, their academic performance will decrease. The first and greatest disadvantage of study is that it ignores online media habits; an abundance of use may prompt harm and redirection from the core interest. Just a single scholarly foundation was engaged in the examination. The task can't be summed up completely along these lines. The investigation uncovered considerable positive results in view of the way that college understudies frequently utilize web-based media and cell phones for delight, yet additionally for instructive targets.

Fanatisme dalam Interaksi Parasosial: Studi Budaya Konsumsi Blink Indonesia dalam Pembelian Merchandise Blackpink di Aplikasi Weverse dan Weverse Shop

This research aims to understand the consumption behavior of Blackpink merchandise by Indonesian BLINKs through the Weverse and Weverse Shop applications. This research method uses a descriptive quasi-qualitative approach to explain fanaticism in BLINK Indonesia's parasocial interactions at Weverse Shop. The theories used include parasocial interaction theory, communication theory via computer-based media (CMC) and new media, as well as uses and gratifications theory. Data collection was carried out through interviews and online document studies with BLINK Indonesia who are active in the Weverse and Weverse Shop applications. The results of this research reveal that BLINK Indonesia develops parasocial interactions that produce fanaticism towards Blackpink, both as fans, admins and buyers at Weverse Shop. The conclusion is that the use of social media, in this case Weverse, has the potential to give rise to fanaticism in purchasing Blackpink merchandise. Keywords: Fanaticism, Computer-Mediated Communication, Parasocial Interaction, Uses And Gratifications, New Media, Weverse Blackpink

University Students’ Engagement with Ulamas’ Political Messages on Social Media

Ulama involvement in educating the young generation about political issues is seen as crucial. However, their involvement's significance potentially diminishes with the increased accessibility of political information through digital media. This qualitative study utilises the Uses and Gratifications Theory as a valuable lens in exploring the engagement of university students in Sulawesi, Indonesia, with ulamas’ political lectures on social media. Thematic analysis of 101 eligible participant’s responses resulted in four key themes: da’wah preferences, content, styles, and impacts. Politics was not the primary or secondary topic preference for the young adults when engaging with Islamic lectures on social media. Instead, topics such as Islamic rituals and the life of the Prophet took precedence. Participants emphasised that ulamas maintained the balance between entertaining audiences and keeping online da’wah educating and relevant to the audience. Ulamas’ arguments in da’wah should be grounded in Islamic texts and prevent divisiveness in society. Students confirmed that their knowledge and attitudes towards important national or local issues were improved due to ulamas’ da’wah. Although students expressed a sense of powerlessness to address political issues highlighted in da’wah, some reported that da’wah motivated them to take action. This study underscores the importance of ulamas adjusting their da’wah approach to suit young audiences. Further research needs to explore strategies to enhance youth engagement with political content on social media. Keywords: Opinion leaders, ulama, political messages, da’wah, social media.

Motives of Sharing Fake News and Effects on Mental Health of Social Media Users: A Meta-analysis

After the outbreak of COVID-19, the world faced various economic, health, and social challenges alongside terror from fake news and posts on social media. There has been a significant impact from the spread and sharing of fake news on the mental health of social media users. Henceforth, this study examined this issue within the context of uses and gratification theory. In doing so, the study performed a meta-analysis using cross-sectional studies regarding social media usage and the association between use and gratification among social media users. Fifteen articles from 2010 to 2020 were retrieved and finalised through strict selection criteria from Google Scholar, PubMed, and Web of Science. A random effect model was deployed to estimate the uses and gratification achieved from social media usage and the motivation behind sharing specific posts. The selected articles suggested a positive and significant role of the uses and gratification perspective in motivating users to select specific social media platforms to create and share posts. It was also identified that gratification can result from the performance of both positive and negative actions on social media by social media users. This study offers new insights into social media usage from the uses and gratification perspective during health crises, shedding light on its impact on fake news dissemination and suggesting practical algorithmic control measures. Keywords: Uses and gratifications, meta-analysis, fake news, mental health, social media.

Beyond Likes: Understanding the Mediating Role of Advertising Influence in Social Media Marketing's Impact on Purchase Intent

In contemporary business landscapes, the strategic utilization of social mediaplatforms and the perceptual inclinations of consumers towards promotionalcontent represent significant challenges for enterprises seeking to augmentindividual purchase intentions. Consequently, to comprehensively elucidate themultifaceted dynamics surrounding advertising influence and consumer attitudesvis-à-vis purchase intention formation, this investigation scrutinizes the impacts ofEntertainment (E), Informativeness (INF), and social media (SM) on PurchaseIntention (PI, with a particular focus on the mediating influence of AdvertisingInfluence (AI). The conceptual underpinnings of this study draw upon establishedtheoretical frameworks, specifically the Theory of Reasoned Action (TRA) and theUses and Gratification Theory (U&G). Empirical data were gathered from asample comprising members of the general populace actively engaged in shoppingpursuits within retail establishments situated in urban centers across both Chinaand Pakistan. A total of 478 survey instruments were distributed and subsequentlyanalyzed to discern underlying patterns and associations. The methodologyemployed convenience sampling techniques to facilitate data collection, whilehypotheses were tested utilizing statistical analyses conducted through SPSS andSmart PLS SEM 3.0 software. Findings from this investigation underscore theprofound transformative influence exerted by social media, entertainment, and informativeness on individuals' lifestyles, as well as their perceptual orientations andbehavioral predispositions towards online advertising within the context ofPakistan. The implications of these findings extend beyond mere theoreticalcontributions, resonating significantly within the marketing domain by elucidatingthe pivotal role assumed by marketing practitioners in effectuating attitudinal andbehavioral shifts among consumers through strategic interventions leveragingthese antecedent variables. Moreover, this study serves to address extant gapswithin the scholarly literature, thereby enriching the collective understanding ofconsumer behavior dynamics. Looking ahead, future research endeavors mustembrace the inclusion of additional innovative variables and theoreticalframeworks, thereby facilitating the validation and contextual applicability of theproposed model across diverse cultural and geographical contexts.

A text mining approach to explore factors influencing consumer intention to use metaverse platform services: Insights from online customer reviews

Metaverse technology has recreated real-world surroundings into a virtual setting that has caught the attention of many consumers and brands. Metaverse platforms are facilitating brands to sell physical and digital versions of their products, and consumers are eagerly purchasing these products. Owing to this dramatic shift, it is crucial to understand the factors impacting user adoption of metaverse platform services. The present study leverages an LDA-based topic modeling approach to analyze 17136 online user reviews of the Highrise Virtual Metaverse mobile platform. The study revealed ten factors impacting consumer intention to use the metaverse platform services that are asset buy-sell experience, availability of virtual assets, visually appealing virtual environment, enjoyment from virtual events, social interaction, social activity, positive experience with the metaverse ecosystem, mobile app-related issues, user account-related issues, and the feature of watch ad-to earn. Building upon the uses and gratification theory and flow theory, the study explained that consumers gain three major gratifications and experience a flow state while using metaverse platform services. Furthermore, it explores the emotions expressed by users within the metaverse platform. Correspondence analysis is performed to understand the factors leading to positive and negative user experiences with the platform services. The study presents crucial practical implications for brand marketers and metaverse platform developers.

Research on Uses and Gratifications of TikTok Users

The rapid development of the mobile Internet era has given rise to various new forms of digital entertainment. Among them, the short video platform is deeply loved by users for its relaxed, vivid, and intuitive characteristics. Among the many short video platforms, TikTok has become a leader in the trend with its innovative content presentation method, extensive user group, and good user experience. TikTok platform provides a vast platform for users to choose their favorite video types and speak freely.This study aims to deeply explore the usage characteristics and psychological motivations of TikTok users by applying the "Uses and Gratifications Theory" framework, to provide a deeper understanding of the development and user experience of the short video platform. Among them, TikTok is represented. This study analyzes the audience's usage preferences based on the "Uses and Gratifications Theory" and further studies the psychological motivations of TikTok users of different age groups through interview methods.

Pemanfaatan Fitur Shopee Sebagai Media Silaturahmi

This research is entitled "Utilization of Shopee Features as Friendshio Media". The rapid development of technology affects changes in the new communication style carried out by the community. With the development of this technology, online media is not only a means of communicating but also used as a fulfillment of individual needs. With this, current technological advances can change patterns in staying in touch between individuals efficiently. The purpose of this study is to determine the utilization of Shopee features as a medium for friendship. This research uses qualitative research methods and uses data collection techniques by means of observation and interviews. This study uses the Uses and Gratifications theory, the results of which show that the utilization of the THR Shopee feature and the Bank Transfer feature is an innovation that supports many activities between individuals to stay in touch in different ways, informants use this feature with their various needs. There are 5 dimensions of needs that are in accordance with the informants in the Uses and Gratifications theory in utilizing the Shopee feature as a gathering media, namely: cognitive needs related to information and knowledge of the surrounding environment, affective needs related to the pleasant experience of individuals in utilizing a medium, personal needs related to work or personality, social needs related to family or friends in the neighborhood, and tension release needs related to the individual's desire to release pressure after doing something.

Behavioural intention to adopt mobile wallets at the bottom of the pyramid: a developing economy perspective

PurposeThe study aims to investigate the factors influencing the behavioural intention of bottom-of-the-pyramid (BOP) consumers in developing economies, such as India, to adopt mobile wallets, drawing upon the framework of the uses and gratification theory. Furthermore, the study also examines the moderating effect of gender.Design/methodology/approachTo achieve the objective, primary data were collected from a sample of 220 respondents using the survey method. The reliability and validity of the survey instrument were demonstrated through confirmatory factor analysis. Subsequently, structural equation modelling (SEM) was used for hypotheses testing.FindingsThe study revealed that only convenience and social influence have a positive significant influence on the behavioural intention to adopt mobile wallets whereas, innovativeness, trust and compatibility have no significant relationship with behavioural intention to adopt mobile wallets among the BOP consumers. Further, gender moderates the relationship between compatibility and behavioural intention to adopt mobile wallets in India.Originality/valueThis study contributes to the underexplored area of research concerning the behavioural intention to adopt mobile wallets among BOP consumers in a developing economy. It introduces a novel approach by using the uses and gratifications theory to uncover the underlying motivations behind adoption behaviour.

Influence of Information, Education and Communication on Road Safety amongst Boda-boda Motorcyclists in Kenyan Cities

This study sought to investigate the influence of information, education and communication on road safety amongst Boda-boda motorcyclists in Kenyan cities. Road safety has become a major concern with over 1.35 million people losing their lives worldwide annually and over 4,000 people losing their lives in Kenya. Human behavior on the road causes 90 per cent of death and injury amongst road users with Boda-boda motorcyclists contributing 58 per cent of all road accidents in Kenya. This study was anchored on the social cognitive theory, the safety culture theory and the uses and gratification theory. The study used a pragmatic philosophical paradigm with a convergent parallel design of the mixed method research. Stratified sampling and simple random sampling were used to draw the target population of 399 Boda-boda motorcyclists from the four cities in Kenya. Interviews were conducted with twelve key informants. Quantitative data was collected from the motorcyclists by use of semi-structured questionnaires while key informant interviews were used to collect the qualitative data. Descriptive and inferential statistics were used to analyze quantitative data while qualitative data was analyzed using thematic data analysis. The findings show that influence of information, education and communication has a significant impact on predicting road safety hence showing a potential synergistic effect between the two factors. In conclusion, behavior change communication interventions aimed at Boda-boda motorcyclists significantly contribute to road safety. Tailored educational materials and training programs were recommended as a unique way to address the needs and literacy levels of Boda-boda motorcyclists.

Understanding the consumers webrooming in retailing industry: An application of uses and gratification and uncertainty reduction theory

The present research explores why consumers hesitate to make purchase decisions depending solely on online search; instead, they prefer webrooming (online search followed by offline purchases). Further, it also explores how the need for personal interaction induces webrooming intention among consumers. To understand the complex and varied nature of consumers' webrooming intentions, we propose using the Uses and Gratification Theory and Uncertainty Reduction Theory to gain insights into consumers' webrooming intentions by focusing on both dimensions, i.e., gratifications and the risks involved in webrooming. Based on an online survey a total of 334 responses were collected. The data was analyzed sequentially: SEM (structural equation modeling) and fsQCA (fuzzy set qualitative comparative analysis). The finding supported the role of hedonic and utilitarian motives in online search, further influencing offline purchase intention (webrooming intention). fSQCA reported that the presence of online search, hedonic motives, and perceived risk insufficiency conditions help achieve the highest level of intention to purchase from offline stores. The need for personal interaction positively moderated the association between online search and intention to purchase from offline stores. This research contributes to key theoretical and managerial implications related to the decision-making of retail settings (online/offline).

Facebook Usernames and Their Attendant Identity Construction: Voices from Ghana

Social networking sites (SNSs), such as Facebook, WhatsApp, Twitter (now, X) and Instagram, have now become an important part of communication in our world today. As a socio-technical system, SNSs have given users the opportunity to create, to expand, and to maintain new relations in a wider community; resulting in negotiation of varied identities in that social space. The present study, thus, aims at identifying the nature of Facebook usernames that are adopted by Ghanaian technical university students and to ascertain the kinds of identities enacted by such names. The Uses and Gratification Theory (UGT) was, essentially, adopted for the explanation of the rampant use of social media, and the intentions behind such use. An onomastic corpus of one hundred Facebook usernames was randomly and purposively sampled for the study and analyzed qualitatively. Personal names and nicknames emerged as common Facebook usernames. Concerning the kinds of identities that are projected, the local names were perceived to indicate an identity of patriotism to both ethnic groups and the nation as a whole. Nicknames were also observed to reveal a friendly platform for communication. The present study contributes to literature on naming practices, social networking sites and identity construction.

STRINGS OF INNOVATION: EXPLORING GUZHENG PEDAGOGY THROUGH THE 'INTERNET +' LENS

This study explore the evolving landscape of Guzheng pedagogy in the "Internet +" era, exploring the integration of traditional teaching methods with digital innovations. Applying Uses and Gratifications Theory (UGT) and social constructivist principles, the research examines how online platforms like "ChinaGuzheng.com" and Douyin cater to learner motivations and facilitate knowledge construction within a community-driven environment. Through a mixed-methods approach, the study analyzes user demographics, satisfaction data, and behavioral engagement metrics from both platforms. Findings reveal that digital platforms effectively address the diverse needs of Guzheng learners, offering flexible learning pathways, fostering social interaction, and promoting cultural preservation. However, challenges remain in terms of platform usability and catering to individual learning styles. The study proposes an integrative enhancement that merges the strengths of both platforms, creating a holistic learning experience that embraces the core principles of UGT and social constructivism. This model has the potential to serve as a blueprint for the future of Guzheng pedagogy, ensuring the instrument's cultural legacy thrives in the digital age.

Understanding Twitter Usage through Linked Data: An Analysis of Motivations and Online Behavior

Introduction & BackgroundUses and gratification (U&G) theory posits individuals’ engagement with social media is a deliberate effort to fulfill various needs, like information seeking, entertainment, and networking. However, prior studies predominantly addressed whether individuals use social media to satisfy their needs, leaving a gap in understanding how individuals behave online to satisfy needs. This study fills this gap by merging survey responses with actual Twitter activity, to investigate how individuals behave online to satisfy distinctive motivations, including (a) self-expression, (b) seeking entertainment, (c) business and working, (d) staying informed with news, and (e) networking. We also investigated how these online behaviors vary among individuals with different demographic features, including socio-economic classes, gender, and age. Objectives & ApproachOur research addressed questions by linking survey responses with actual Twitter activities within the U.K. Participants were asked to provide survey responses surrounding age, gender, socio-economic class, and motivations for using social media. They were also queried about the existence of Twitter account, willingness to disclose Twitter username, and, if agreeable, the username itself. The survey continued until a total of 2,195 individuals shared Twitter handles. Following the removal of accounts that were either suspended or nonexistent, the study proceeded with a final count of 1,915. We collected each user’s Twitter metadata with Twitter API, including tweet count, follower count, following count, and bio information, and linked each user’s metadata with survey responses. To ensure respondents’ anonymity, survey, Twitter and linked data are stored separately, and can only be accessed by designated researcher. Relevance to Digital FootprintsThe study's approach of linking survey responses with actual Twitter activity offers a detailed insight into the digital footprints left by users as they engage with social media to satisfy their diverse needs. By analyzing the behaviors associated with motivations, this research illuminates the specific ways individuals curate their digital presence. ResultsRegression analysis indicated that individuals motivated by self-expression tend to tweet (b = .28, SE = .06, p < .001), follow account (b = .38, SE = .06, p < .001), gain followers (b = .13, SE = .06, p = .035), and post bio details (b = .89, SE = .13, p < .001). Work and business motivation leads to post bio information (b = .38, SE = .15, p = .012), while networking leads to follow more accounts (b = .28, SE = .06, p < .001). Social-economic class moderated associations between networking motivation and tweet count (b = -.25, SE = .09, p = .004), and between self-expression and tweet count (b = .20, SE = .08, p = .009). For individuals with higher socio-economic, self-expression has a higher effect on tweet count, whereas networking motivation has a less effect on tweet count. Additionally, we found gender moderated the association between self-expression and tweet count (b = .25, SE = .12, p = .04) and between keeping updated with news and tweet count (b = .11, SE = .05, p = .03). Conclusions & ImplicationsThese findings offer a nuanced understanding of social media usage, highlighting how different motivations influence specific online behaviors. The novel approach of linking surveys with actual social media activity provides a more accurate representation of user behavior, contributing insights for academic and practical social media strategy and design.

Curse or a Blessing: Excessive Use of ChatGPT in Academia

This research study provides a comprehensive analysis of excessive use of ChatGPT in academia which started a debate that either the excessive use of ChatGPT in academia is a blessing or a curse. Recently, the advent of artificial intelligence (AI) like ChatGPT had dramatically enhanced the human and computer interaction by offering the unparalleled accessibility and convenience. The study has measured the potential factors of academia which caused the excessive use of ChatGPT. Instant gratification (IG), academia work overload (AW) and social isolation (SI) has been taken as the predictors of excessive use of ChatGPT in academia. By employing the Uses and Gratification theory, it has been observed that how university students seek the help of AI for gratification, to minimize their work load and to mitigate the impact of social isolation. To escape from hard work, to reduce the life stressor and to gain comfort, students constantly seek for positive reinforcement from their tutors. So, positive reinforcement (PR) has been taken as a mediator in the relationship between IG, AW, SI and excessive use of ChatGPT. Access and technical know-how will strengthen the relationship of IG, AW, SI and PR while lack of technological literacy will lessen the strength of such relationship. Hence, technological literacy (TL) has been taken a moderator for IG, AW, SI and PR. Data has been collected from a homogenous population of business and management students of public and private universities of southern Punjab, Pakistan. A survey has been by conducted by distributing a structured questionnaire to 1100 graduate and undergraduate students. Out of which 678 students responded. At the end 617 useable responses were recorded for analysis. It has been found that IG, AW and SI enhances the use of ChatGPT while PR partially moderates this relationship. Additionally, TL strengths the relationship of IG, AW, SI and PR. The study measured the possible reasons of excessive use of ChatGPT in the academia while the perils of AI is yet to be explored in academia.

Deciphering dynamic interactions among multidimensional psychological motivations, academic performance, and sociocultural adjustment: The critical influence of excessive WeChat use

As the preeminent mobile social media platform in Mainland China, WeChat's meteoric expansion has revolutionized the dynamics of interpersonal communication and the modalities of mutual interaction among individuals. Despite the escalating significance of mobile social media in the cross-cultural adaptation of international students, existing scholarly works have largely neglected the underlying relationship between psychological motivations, excessive WeChat use, academic performance, and sociocultural adaptation of these students. Anchored in uses and gratifications theory and cross-cultural adaptation paradigm, the primary objectives of this study are to devise a theoretical model and to scrutinize differential psychological motivations propelling international students' WeChat usage, its association with excessive WeChat use, and impacts on academic performance and sociocultural adjustment. The proposed model undergoes meticulous evaluation through data amassed online from 598 Chinese international students studying in Germany. Sequential analytical techniques, especially Confirmatory Factor Analysis and Structural Equation Modeling, were employed to elucidate the dynamic interplay among key variables. The final results validate the path effect suggesting that both hedonic and social motivations are positive predictors of excessive WeChat use. Moreover, excessive WeChat use is negatively correlated with academic performance and sociocultural adjustment. However, utilitarian motivation is not significantly related to excessive WeChat use. By demystifying the driving factors and consequences of excessive WeChat use, these findings not only accentuate the pivotal role of mobile social media in the cross-cultural adaptation of international students but also enrich the theoretical landscape and enhance the strategic approaches for educators and academic institutions.

The Effect of University News Production Practices in Large Sports Events - A Study of Zhejiang Gongshang University's Coverage of the Hangzhou Asian Games from User/Producer Perspective

The Hangzhou Asian Games, a key international sports event in 2023, provides China with an opportunity to showcase its global standing, following the Beijing Olympic Games and Shanghai World Expo. Zhejiang Gongshang University's Culture and Sports Centre serves as the handball competition venue, with about 1,200 teachers and volunteers engaged across various Asian Games sites. Despite this, the university's media impact falls short compared to peers in Hangzhou with Asian Games venues. This research explores the news production practices of universities during large-scale international sports events, focusing on improving Zhejiang Gongshang University's media coverage and influence. Utilizing in-depth interviews and The Uses and Gratifications theory, the study analyzes news production related to the Asian Games on the university's official website, social media, and newspapers. Interviews include both producers and audiences of this news.Findings indicate a disconnect between media reports and the diverse needs of media users, with news production primarily driven by informational and promotional objectives. Recommendations include diversifying themes and forms of media coverage, enhancing creativity and interactivity, adopting a proactive and strategic approach to media communication, and leveraging new media platforms for more engaging content.

Social Media Use and Its Effects on Self-Esteem among Young Adult in Brazil

Purpose: The aim of the study was to analyze the social media use and its effects on self-esteem among young adult in Brazil. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: A study in Brazil found that frequent social media use was linked to lower self-esteem among young adults. Comparing themselves with others online, especially in appearance and lifestyle, negatively affected participants' self-perceptions. Social media use was associated with feelings of inadequacy and social isolation, although positive interactions could mitigate self-esteem issues. Overall, the study highlighted the intricate relationship between social media and self-esteem in Brazilian youth. Unique Contribution to Theory, Practice and Policy: Social comparison theory, self-presentation theory & uses and gratifications theory may be used to anchor future studies on the social media use and its effects on self-esteem among young adult in Brazil. Educational programs and interventions should be developed to promote healthy social media use and enhance self-esteem among young adults in Brazil. Government agencies could collaborate with social media companies to develop and enforce policies that address harmful content, cyberbullying, and unrealistic beauty standards on online platforms.