This study is about the relationship between SNS addiction tendency and self-esteem of university students who need to establish self-identity and prepare for adult life at the present time when SNS (social network services) use rate is rapidly increasing. It was attempted to help establish the right state self-esteem by identifying the impact and to help prepare measures to prevent SNS addiction. Data were collected using a Google questionnaire from March 9 to March 15, 2023, targeting university students from two universities located in B city. 260 copies of the questionnaire were distributed and 258 copies were used for the final analysis, excluding 2 copies with incorrect responses. The collected data were subjected to frequency analysis, t-test, ANOVA, Duncan test, correlation analysis, and multiple regression analysis using SPSS Statistics 25.0 program. The main results of the study are as follows: First, among the sub-factors of state self-esteem, 'functional self-esteem' showed differences according to grade level and SNS usage time, 'essential self-esteem' by gender, and 'social self-esteem' by gender, grade level, and SNS usage time. Second, SNS addiction tendency was found to be different according to gender and SNS usage time. Third, SNS addiction tendency was found to have a negative (-) correlation with functional self-esteem, essential self-esteem, and social self-esteem. Fourth, as for factors influencing SNS addiction tendency, gender female and SNS use time had a positive (+) effect, functional self-esteem and social self-esteem had a negative (-) effect. In conclusion, first, when operating an SNS addiction prevention program at a university, it is necessary to apply a program that can increase 'essential self-esteem' while reflecting the characteristics of each gender. Second, a relationship building program that can reduce the difficulty of interpersonal relationships without excessive use of SNS should be conducted. Third, it is necessary to apply a self-esteem strengthening program that can lower depression and anxiety and increase 'functional self-esteem' and 'social self-esteem' as well as educational programs on the correct use of SNS.
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