Background: Social media has become an integral part of daily life, influencing how adults communicate, seek information, and construct identities. However, there is growing concern about its psychological effects, especially regarding anxiety, depression, self-esteem, and sleep patterns. While substantial research has focused on adolescents, the impact of social media on adults' mental health remains under-explored. Objective: This study aims to address this gap by examining the psychological effects of social media use among adults, with particular attention to how different usage patterns—active engagement versus passive consumption—affect mental well-being. Methodology: A cross-sectional survey was conducted with 188 adult participants. Data were collected through an online questionnaire that assessed demographics, social media usage patterns, and psychological well-being (including anxiety, depression, self-esteem, and sleep disruption). Regression analysis was performed to determine the relationship between social media usage and mental health outcomes, controlling for demographic variables. Findings: The study found that while the amount of time spent on social media did not significantly affect anxiety, depression, self-esteem, or sleep disruption, social comparison was significantly associated with higher anxiety and depressive symptoms. FoMO also showed a trend toward increased anxiety, though not statistically significant. Additionally, passive social media consumption was linked to lower self-esteem, and both age and employment status were positively correlated with self-esteem. There were no significant relationships between social media use and sleep disruption. Conclusion: The study underscores the importance of understanding engagement patterns and internal psychological processes in the context of social media use. Future interventions should consider digital behavior patterns, promoting balanced engagement and mitigating the negative effects of comparison and FoMO. Further longitudinal studies are needed to establish causal relationships and explore long-term effects.

Social media has become an essential component of modern communication, allowing people and organizations to immediately contact a large audience. In Bangladesh, where Islam is the most practiced religion, social media platforms have grown to be effective resources for promoting Da'wah (inviting people to Islam) and distributing Islamic information. This study explores the positive and negative effects of social media on spreading Da'wah and Islamic knowledge in Bangladesh. A qualitative approach has been followed to conduct this study. Data have been collected through document analysis. According to the findings, the positive impacts of social media in spreading Da’wah and Islamic knowledge are: spreading the Holy Quran, Sunnah, and many Islamic apps, showing the true face of Islam, the ease of spreading Da’wah, sharing authentic knowledge, etc., and the negative impacts are: false news is generated and spread through social media, lack of authenticity and verification, misinformation and misinterpretation, spread of extremist views etc. This study will be helpful for young generation to use the social media for the purpose of goodness so that they can attain success in here and hereafter. IIUC Studies, Vol.-21, Issue-1, Dec. 2024, pp. 149-168

Impact of Social Media Marketing on Traditional Marketing

Recent theory predicts that young people's emotional reactions are important in the impact of social media use on their mental health. Here we explore this using ecological momentary assessment (EMA) data measuring social media use and emotion within the 2-week 'Decades-to-minutes' (D2M) study (n=255). Dynamic structural equation modelling (DSEM) was used to examine the within-person relations between social media use and negative emotion (and vice versa), as well as the relations between negative emotions following social media use (defined as the within-person cross-lagged effect of social media use on negative affect) and depression. Results suggested a significant concurrent relation between social media use and negative emotion but no significant association between social media use and later negative emotion, or vice versa. They also suggested no significant relation between negative emotion following social media use and depression but a significant relation between social media inertia (stability of social media use from timepoint to timepoint) and depression. Our study illustrates the feasibility of capturing emotional dynamics in relation to social media use 'in ecological context' and their relations to mental health risk. It suggests that patterns of social media use (e.g., sustained versus intermittent use over and above levels of engagement) merit further research attention in terms of their association with mental health. Recommendations for future research include using shorter inter-prompt intervals to capture more immediate emotional reactions to social media use, and the development of more comprehensive EMA measures of social media use.

Impact of social media use in static and dynamic functional network connectivity of social anxiety disorder

Early exposure to digital devices and social media has been suggested as a relevant environmental factor that may influence neurocognitive maturation during childhood and adolescence. The limited scientific evidence available indicates that excessive and unregulated use could negatively affect multiple developmental domains, including language acquisition, executive functioning, attentional control, emotional regulation, and psychosocial outcomes. Although the current evidence does not allow for definitive claims of causality, the observed associations appear suggestive of potential links with these symptoms. In young children, prolonged screen time might be associated with language delays, impairments in working memory, and sleep disturbances. Among adolescents, compulsive use of social media may hyperactivate mesolimbic dopaminergic pathways, potentially reinforcing maladaptive reward-seeking behaviors and increasing vulnerability to anxiety, depression, and low self-esteem. These findings highlight the urgent need for evidence-based preventive strategies, parental mediation, and comprehensive public health interventions. While absolute certainty of causality is lacking, further investigation into these possible risks remains necessary.

Digital traps: The compounding impact of BNPL and social media on consumer financial stress

ABSTRACT This study focuses on examining the effects of e-learning methods on the observational learning of students with learning disabilities. As children are increasingly exposed to various forms of media, it is essential to analyze how this exposure influences their behavior and learning outcomes. The study’s objective is to assess the observational learning of students with learning disabilities using social media and widely available e-learning materials across various platforms, particularly in conjunction with a Tutoring System. Additionally, the study seeks to identify the differences in observational learning outcomes between students with and without learning disabilities. Nineteen learners, both with and without learning disabilities, with an average age of 15.9 years, participated in this study. Their responses were observed and recorded through a questionnaire framework and in-person interviews. The experimental findings reveal the significant impact of social media on the behavior and learning of the participants. The results indicate that social media and general e-learning materials significantly influence children’s psychology and their observational learning processes. Furthermore, a Support Vector Machine (SVM) classification was applied to categorize learner behavior based on social media usage. The study also highlights that the influence of observational learning on learning outcomes could be leveraged to improve assistive technologies. Key findings are discussed, emphasizing the implications of observational learning on the development of assistive technologies for students with learning disabilities.

As the impact of visual social media increases, the way consumers learn about the products and purchase decisions has evolved drastically. Particularly, Pinterest is the platform that is more inspired, planned, and curates ideas instead of being about the social interaction. In this research, the phenomenon in question can be seen as the influence of the Pinterest usage on the consumer purchasing behaviour through the analysis of such vital variables as trust, the perceived value, the social influence, user engagement, and brand image. The quantitative research design was followed, and the data was gathered regarding approximately 280 to 300 active users of Pinterest who are aged 18 to 35 years and are living in the urban regions in India by using a structured online survey. The proposed hypotheses were tested with the help of statistical methods, such as reliability testing and Pearson correlation analysis. The results indicate that consumer purchase behaviour is positively influenced significantly by all the five factors and the weight exerted by using Pinterest in a significant manner. The findings however also report that although, Pinterest has a good presence in the aspects of inspiration, and consideration; there are low purchases conversions. The research can be helpful to the brands and marketers that are eager to learn more about the impact of Pinterest on consumer decision making.

ABSTRACT This qualitative study examines the role of influencer marketing in political campaigns during Sri Lanka's 2024 presidential election, focusing on the impact of social media on voter perceptions and engagement. As political discourse increasingly shifts to digital platforms, influencers have emerged as central figures in shaping political narratives. The study adopted snowball sampling to collect data through semi-structured interviews and focus group discussions, involving 10 social media influencers and 50 voters. Thematic analysis revealed five key themes: voter trust, voter engagement, the impact of influencers, ethical dilemmas, and the overall role of influencers. The findings suggest that influencers are viewed as credible and relatable sources of information, especially among younger voters who are more engaged with digital campaigns that effectively leveraged influencers, experienced improved visibility and a stronger connection with their target audience. The investigation also revealed challenges such as spreading misinformation and concerns regarding the authenticity of influencer endorsements. Participants emphasized the need for transparency in influencer partnerships to maintain trust in political messaging. Ultimately, this study provides valuable insights into the intersection of social media and political marketing, offering a foundation for future research on digital engagement in political contexts within Sri Lanka and beyond.

Among cancer patients, social media (SM) significantly influences the adolescent and young adult (AYA) population, serving as both an information source and a communication tool. In this multicenter study conducted across French cancer care institutions, we investigated the impact of SM on AYA patients' perception of their disease during treatment. Participants completed a 20-item self-administered questionnaire, and data were descriptively analyzed. A total of 108 patients (aged 18-29 years) were enrolled from 10 French centers over a 5-month period. For 59% (n = 64) of patients, time spent on SM increased after diagnosis, mainly due to boredom during treatment. Thirty-three percent (n = 36) shared their personal story on SM, which had a predominantly positive impact (providing support, relief, and meaning), although some experienced increased feelings of loneliness. Seventy percent (n = 76) searched for information about their disease on SM, which led to both positive (receiving answers) and negative (increased anxiety) effects. Notably, 43% (n = 33) of these patients did not verify the information with health care professionals. In this study, all AYA patients reported daily use of SM. Their engagement with SM is multifaceted, and health care providers must remain vigilant about potential negative consequences, such as misinformation, social isolation, and addiction. AYA cancer patients represent a unique population with specific psychosocial needs requiring tailored attention.

This study explores the influence of social media on the political behaviour and decision-making processes of young individuals, particularly from Generation Z and Generation Alpha. As traditional media loses relevance, platforms such as Twitter (X), Instagram, and TikTok have become central tools for political information, engagement, and identity formation among youth. The research emphasises that social media is not only a space for democratic participation but also a medium where manipulation, disinformation, and ideological polarisation are increasingly prevalent. Far-right political movements in Europe have effectively used digital platforms to shape young voters’ attitudes through targeted content and emotionally charged narratives. The study also highlights the dual role of social media: while it enables political awareness and mobilisation, it also amplifies risks such as radicalisation and misinformation. The findings underline the transformative nature of digital political communication and suggest the need for critical digital literacy, policy oversight, and further empirical research to better understand how social media shapes political agency in the digital age, regulatory oversight, and further empirical research on youth political behaviour in online spaces.

The more critical area of study is the impact of social media marketing on customer behavior in an environment such as the Fashion Retail Industry, which specifically demands fast and competitive living. These find very profound purposes for the fashion industry in the digital age when increasing proportions of customer involvement have been taking place online. This research presents the effective ways of enticing consumers' engagement and attention so that fashion companies may shape the content of their marketing to connect with their influence much against their different target audiences. It highlights how consumer decision-making is interrelated with involvement on social media platforms, advertising, and the influence of the celebrities. In the case studies of Fashion Vibe, Trend Style, Style Sense, and Glamour Look, it showed the importance of authenticity, platform-specific strategies, influencer collaborations, and personalized storytelling. Keywords: Social Media Marketing, Consumer Behavior, Fashion Retail, Engagement, Digital Era, Case Study

Purpose Online social media platforms offer valuable, low-cost marketing tools for acquiring, retaining and growing customers for micro and small enterprises (MSEs). However, MSEs have been slow to adopt social media marketing as part of their traditional marketing strategy. The purpose of this study is (1) to examine the process of social media marketing adoption by MSEs in an emerging market using the Technology-Organization-Environment framework and (2) to investigate the impact of social media marketing adoption on MSEs' marketing outcomes and overall firm performance. Design/methodology/approach Data for the study (n = 1,472) were collected directly from a registered list of MSEs operating in the country. Structural equation modeling was used to test all relationships identified in the conceptual model. Findings Our findings indicate that MSEs' perceptions of technological, organizational and environmental factors positively influence their adoption and use of social media marketing. Moreover, the adoption of social media marketing by MSEs significantly enhances overall firm performance, including total sales volume, profits, market share and return on investment by improving marketing outcomes such as customer service quality, perceived product value, customer retention and the ability to attract new customers. Originality/value This study contributes to the evolving research streams on MSEs' adoption of social media marketing and the role of relationship marketing practices on market and financial performance. By integrating these two research streams, it provides insights into how MSEs can enhance relationship marketing and firm performance by leveraging technological, organizational and micro-environmental (market) factors, consistent with resource-based view theory. Managerial implications and directions for future research are discussed.

Objectives: This study aimed to examine the relationship between social media marketing and consumer purchasing behavior among users of the Nana application in the Kingdom of Saudi Arabia. It also sought to explore the extent to which this type of marketing influences purchase decisions and shapes consumer behavior. Methodology: The study adopted a descriptive-analytical approach appropriate to the nature of the research. The study population consisted of a broad segment of Nana application users in Saudi Arabia. A convenience random sampling method was employed, resulting in a sample of 300 application users from several governorates. Data were collected using a questionnaire that was distributed electronically to ensure access to the largest possible number of respondents. Results: The findings revealed a statistically significant impact of social media marketing on the purchasing behavior of Nana application users. However, the results also indicated that advertising content on social media platforms was not sufficient to exert a strong influence on purchase decisions. Consumers placed greater emphasis on highlighting the practical benefits of the product, the clarity of information, and explanations of product usage, while paying comparatively less attention to the visual or promotional aspects of advertisements. Conclusion: The study concluded that adhering to ethical standards in promotional advertising is essential for enhancing brand loyalty. It also emphasized the importance of rationalizing the use of influencers and focusing on credibility and actual product experience to strengthen consumer trust and support purchasing decisions.

The aim of the article is to identify the impact of social media on the reading decisions of young Generation Z readers, including relevant platforms and content types. Based on a literature review and empirical CAWI research among 105 Generation Z participants, the study explores how online creator recommendations influence this group. Findings highlight social media as a key source of book information, comparable to family and friends. Short, dynamic content significantly increases book awareness and interest. Although creator recommendations influence reading decisions, the overall level of trust in book influencers remains moderate.

Impacts of social media use on youth mental health.

To describe the current evidence on social media use impact on youth mental health. Databases were culled using relevant search terms. Professional organization position papers and press releases were included. Information synthesized via narrative review. Current evidence has low to moderate methodological rigor; however, a clear correlation between excessive or problematic social media use and negative mental health outcomes has emerged. Although social media provides connection and support for some users, youth are at an increased risk for negative mental health outcomes in the context of excessive or problematic use.

Gamification and social media marketing strategies has become a significant trend in digital marketing, including in language learning platforms such as Duolingo. Gamification elements, such as streaks, leaderboards, and daily challenges, are integrated to enhance user motivation, while social media marketing through creative approaches on TikTok is employed to boost customer engagement. However, despite the success of these approaches in driving interactions, their effectiveness in fostering long-term brand loyalty requires further in-depth evaluation. This research aims to explore the impact of gamification and social media marketing on brand loyalty through customer engagement. Utilizing the Self-Determination Theory (SDT) framework, this research examines the relationships between variables using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method and sentiment analysis based on user data from X. Online surveys and text mining techniques are applied to collect quantitative and qualitative data, ensuring that the research outcomes reflect user perspectives holistically. The study confirms that Duolingo's gamified features and social media presence enhance customer engagement and brand loyalty. User sentiment toward gamification is largely positive, though technical issues generate criticism. Social media content is valued for entertainment but lacks educational depth. PLS-SEM analysis aligns with Self-Determination Theory, demonstrating how Duolingo satisfies users' needs for competence, autonomy, and relatedness. Future research should incorporate multi-platform data, longitudinal methods, and variables like brand experience. These findings provide actionable guidance for businesses implementing interactive digital strategies.

This study utilized a quantitative, descriptive-comparative method to examine adolescents’ attitudes towards Physical Education (PE) in Junior High Schools in SDO Tinoc District, Tinoc Ifugao. Using an adapted survey with open-ended questions, the research aimed to measure students’ attitudes by exploring personal and external factors that influence their affective, cognitive, and motivational behavior. A total of 332 Junior High School students participated in the study, representing three schools in Tinoc, Ifugao. The goal was to inform more effective pedagogical approaches and address emerging challenges in PE instruction. The study assessed students’ attitudes across four domains: satisfaction, comfort, teacher interaction, and physical activity, then analyzed relationships between attitudes and demographic profiles. Moreover, open-ended responses were thematically analyzed to uncover challenges. Based on these findings, intervention activities were proposed to improve student engagement and instructional quality. A Focus Group Discussion (FGD) provided further insights into students’ difficulties, including the impact of social media and suggestions for program improvement. Issues such as anxiety, discomfort, competition, and varying teacher effectiveness emerged as key factors influencing attitudes. The results of the study showed that students had moderate attitudes towards PE, with positive perceptions in teacher effectiveness and physical activities but lower satisfaction and comfort. Recommendations include diversifying PE activities, reducing anxiety, and enhancing teacher training. Future research should examine psychological and social factors and explore technology integration in PE.