Study Factor in Spiral Educational System Approach using Social Media

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Dr. Pradhan Bhati


The ever-growing use of social media has facilitated the ease of communication all over the world. The benefits of social media encompass the business and commercial industry along with the social spheres of life. Virtual platforms have offered a wide range of social platforms such as Facebook, Instagram, WeChat, Twitter, YouTube and so on. The comforting experience with such mediums of interaction is alluring and sufficient to prompt people to make excessive use of social media which in turn leads to its problematic use i.e., Social Media Addiction (SMA). Having evidential insights on the repercussions of excessive use of social media, it becomes essential to empirically study the predisposing factors leading to SMA. A convenience sample of 284 undergraduate and postgraduate students from the private universities in the state of Rajasthan was considered for the purpose of the study. The data was analysed using Structural equation modelling (SEM). Based on the literature narcissism, individualist ic orientation (IO), and collectivistic orientation (CO) have been a significant predictors of body image (BI) and self-esteem (SE) which were further hypothesized to positively affect SMA in students. The results revealed that narcissism, IO, CO, BI and SE have a significant influence on susceptibility to SMA. The study has relevant implications in the field of mental and physical health interventions.

Keywords: Social Media Addiction (SMA), Narcissism, Cultural Orientation, Body Image (BI), Self-Esteem (SE).

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