SOCIAL MEDIA: IT’S IMPACT ON FIRST YEAR MECHANICAL ENGINEERING

STUDENTS’ AWARENESS OF GLOBAL ISSUES

Presented to the

Faculty of Technological University of the Philippines – Talisay City

In Partial Fulfilment of the Requirements

in Contemporary World 1

BSME 2B

S.Y. 2023 – 2024

April 4, 2024
 Acknowledgement

The researchers express their heartfelt gratitude to Doc. Melinda A. Sisles, Ph.D., for her

invaluable guidance, unwavering support, and insightful feedback throughout the duration of this

research project. Her patience, enthusiasm, and constructive critiques have been instrumental in

shaping the outcome of this study. They are deeply thankful for the time and effort she dedicated

to nurturing their academic growth and development.

The researchers would also like to extend their sincere appreciation to the first-year mechanical

engineering students of Technological University of the Philippines Visayas for their active

participation in this research endeavor. The researchers are grateful for their willingness to

engage with the survey questionnaires, contributing essential data that significantly enriched the

study. Their cooperation and commitment are genuinely valued and acknowledged.
 Table of Contents

Title page ………………………………………………………………………...……………… i

Acknowledgement ……….……………...……………………………………………………… ii

CHAPTER 1: Introduction ………………………………………………………………….… 5

Background of the Study ………………………………………………………………... 5

Statement of the problem ………………………………………………………………... 7

Scope and Limitation ……………………………………………………………………. 8

Definition of Terms ……………………………………………………………………… 8

CHAPTER 2: Review of Related Literature ………………………………………………... 10

Foreign Related Literatures …………………………………….………………………. 10

Local Related Literatures …………………………………………………………….… 13

CHAPTER 3: Research Methodology ………………………………………………………. 18

Research Design ………………………………………………………………………... 18

Participants of the study …………………………………...…………………………… 18

Data Gathering Procedures ……………………...……………………………………... 18

Data Analysis Procedures ……………………………………………………………… 19

CHAPTER 4: Results and Discussion ……………………………………………………...... 20

Discussion ……………………………………………………………………………… 23
CHAPTER 5: Conclusions and Recommendations ………………………………………… 25

Conclusion ……………………………………………………………………………... 25

Recommendation …………………………………………………………………….… 25

Bibliography ………………………………………………………………………………...… 27

Appendix A ……………………………………………………………………………………. 31

Documentations ……………………………………………………………………...… 31
 CHAPTER 1

INTRODUCTION

A. Background of the Study

In former times, the communication of thoughts and ideas between people across the

world was limited by factors such as long distance, nationality, and religion. Today, this gap has

been alleviated through the birth of social media. The Philippines has 30.6% of total users aged

18–24 years old, based on the Digital 2023 Global Overview Report (Howe, 2023). The

percentage of this age bracket indicates how much the student community, particularly those in

tertiary education, is involved in the virtual world of social networking. With this, the researchers

were prompted to determine if social media has an impact on first year mechanical engineering

students’ awareness, specifically regarding global issues.

Social media plays a vital role in the present media landscape, characterized by its more

diverse features, allowing both content consumption and creation, and its easy accessibility for

most users (Nesi, 2020). With approximately 4.95 billion users globally, led by millennials (28–

43-year-olds) and Gen Zs (12–27-year-olds) as the most frequent users (Shewale, 2024), it has

truly become an influential force. Many of these millennials and Gen Zs use social media

platforms like Facebook, TikTok, Instagram, and Snapchat (Auxier & Anderson, 2021). These

platforms allow users to become both producers and consumers of information (Grover et al.,

2022). College students, being one of the Gen Zs, are particularly immersed in this virtual

landscape, making social media a notable stage through which they can discern and be involved

with global affairs. As these social media platforms are now part of their everyday routine, there
is a need to comprehend how these platforms can have an impact on their awareness of certain

global issues.

The development of information technology, especially social media, has become an

integral part of everyday life for people, especially students currently. In a survey conducted in

the Philippines, approximately 86 percent of the respondents aged between 18 and 24 years old

were internet users (Statista, 2019). Whether finding information (79.8 percent), staying in touch

with friends and family (79.4 percent), or researching how to do things (74.4 percent), Filipino

students rely on the internet to stay connected and in the know. Today's college students are the

second generation of digital natives (Cowey & Potts, 2018). The second generation is

characterized by using laptops, netbooks, tablets, and smartphones as facilities for streaming

various kinds of content, and several types of available information (online) can be easily known

to them (Dingli & Seychell, 2015). Social media use has become prevalent and nearly inevitable,

changing the way Filipino students interact, connect, and socialize; it has become an integral part

of their social and cultural fabric, especially in addressing global issues.

With the prevalent utilization of social media platforms, students can now attain a vast

amount of information and distinct viewpoints on various global issues (Soyombo, 2023).

Exposure to different perspectives can deepen their understanding and awareness of global

issues. According to researchers, as cited by Somers (2017), despite their proficiency with social

media, many students are unaware of basic conventions for inferring validated digital

information. In a period where there is a spread of misinformation, this is an issue of specific

concern for students with limited practical knowledge, whose perspectives and behaviors are

potentially being shaped from an early age through immersive social media exposure.
 The growing number of people using social media, especially college students,

necessitates careful observation on how social media provides awareness to global issues. Even

though students are proficient with social media, some still lack practical expertise and are

unaware of the fundamental conventions for deriving reliable digital information. It will be

increasingly crucial in the future for young students to grow up to be citizens of a country that

can communicate online in a way that is acceptable and competent enough to distinguish

between false and authentic material. Therefore, it is evident that there is a need to identify the

impacts of social media on college students' awareness of certain global issues.

B. Statement of the Problem

General Objective:

This study aims to determine the impact of social media on first year Mechanical

engineering students' awareness of global issues.

Specific Objectives:

1. What social media platforms are used by the students to learn about global issues when

grouped according to:

a. sex

b. screen time

2. Through social media, what are the global issues that capture the awareness of the students

when grouped according to:

a. sex

b. screen time
3. What is the level of effectiveness of social media in spreading awareness on global issues to

the students when grouped according to:

a. sex

b. screen time

C. Scope and Limitation

This study aims to determine the impact of social media on first-year Mechanical

engineering students’ awareness of global issues. The participants of the study will be composed

of at least 80 first year mechanical engineering students at the Technological University of the

Philippines, Visayas, Talisay City. The study will utilize Likert Scale to assess the awareness of

the respondents on global issues. This study will focus on four social media platforms, namely,

Facebook, Instagram, TikTok, and YouTube. The researchers will focus on the following global

issues: human rights, mental health issues, and cybersecurity. The study will be conducted within

a month.

D. Definition of Terms

Operational:

• In this study, awareness is a dependent variable. Since it varies depending on the

impact of social media on the students.

• In this study, global issue is a controlled variable. Since the proponents will focus on

three global issues.

• In this study, impact is the measurable effects that social media usage has on the

awareness of global issues among first year mechanical engineering students.

 • In this study, the mechanical engineering students, specifically the first years, will be

the respondents.

• In this study, social media is an independent variable. Since it is the source of

information on global issues.

Conceptual:

•According to Bizzarri et al. (2022), awareness refers to individuals’ recognition and

understanding of a specific concept, issue, or phenomenon, often assessed through measures of

knowledge, perception, or consciousness.

•According to the UN, global issues are "complex interrelated problems that require

collective action and solutions at the global level". These issues are characterized by their

interconnectedness, as their impacts can have ripple effects across different countries and sectors

(United Nations, 2019).

•According to Reed et al. (2021), impact is described as the demonstrable and

perceptible benefits to individuals, groups, organizations, and society. It varies over time and can

change, positively or negatively, whenever it is measured at a single point in time.

•According to Gurbuz and Follman (2023), mechanical engineering students are those

who study to learn skills that can be utilized in a wide range of industries, such as energy,

automation, aerospace, safety and security, medical technology, space exploration, transportation,

and the design and fabrication of mechanical systems.

•According to Tufts University (2021), social media is a platform where individuals can

interact with each other to exchange ideas and information in virtual communities and networks.
 CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter presents the related literature on the impact of social media on college

students' awareness of global issues, focusing specifically on human rights, cybersecurity, and

mental health issues.

FOREIGN RELATED LITERATURES

Human Rights

The study aimed to address the lack of understanding regarding the role of social media

in contributing to community engagement and human rights advocacy in Nigeria. It concluded

that Web 2.0 technologies are effective tools for promoting social development, including human

rights advocacy. Social media platforms expose many Nigerians to human rights information,

which leads to increased public participation in discussions, condemnation of violations, and

support for human rights protection efforts. The study also identified personal characteristics

such as gender, education, and perception of social media as factors that influence online

advocacy. Recommendations include sustaining involvement in human rights promotion,

ensuring credibility in online activism, leveraging social media for educating citizens about their

rights, and government monitoring of social media to intervene timely in cases of human rights

abuse (Ugwuoke & Erubami, 2021).

 The study examined the educational potential of grassroots movements, with a specific

focus on the digital activism of the Fridays for Future (FFF) climate strikes. It reveals that digital

strikes not only serve as platforms for participatory politics but also as educational environments.

Participants in FFF acquire knowledge about climate change, contributing to what the study

refers to as "climate competence" for children and young people. However, although activists

recognize the link between climate change and human rights, they seldom explicitly frame their

calls for climate action in terms of human rights. The study emphasizes the necessity of Human

Rights Education (HRE) within social movements to cultivate "rights consciousness” among

participants, enabling them to identify violations of their rights to a clean and healthy

environment and to hold governments and corporations accountable. Activism within grassroots

movements offers experiential learning opportunities for participants, promoting self-directed

and context-based learning about both the climate crisis and the right to peaceful assembly. The

study also highlights the potential of digital activism for intergenerational dialogue and collective

action, underscoring the importance of establishing secure and inclusive digital spaces for HRE.

Overall, it underscores the role of grassroots movements in fostering both individual and

collective comprehension and action on human rights and environmental issues (Martinez-Sainz

& Hanna, 2023).

Cybersecurity

Based on the findings, there is substantial evidence that Malaysians are exposed to

Internet use from a young age, particularly as teenagers. However, it is crucial to closely monitor

online activities and address the presence of cyber threats, as indicated by the data collected. It is

essential for children to be knowledgeable about current cyber world issues and develop the

necessary skills to stay safe online. The data collected in this study can be utilized to develop
mobile application modules for secondary school students in Malaysia. Additionally, this data

can serve as a valuable guideline for parents and teachers. The findings of this study contribute to

the existing knowledge on cyber security among teenagers in Malaysia, offering valuable

insights and additional data. It is hoped that this study will generate public interest to spur further

research on cyber security and the development of relevant programs to enhance future

generations' safety (Zulkifli, Z., et al., 2020)

The research findings suggest that social media users possess a moderate level of

awareness regarding cybersecurity issues. This indicates a need for increased user awareness,

given the prevalence of cybercrime facilitated by social media platforms. It is crucial to

emphasize the importance of verifying information before sharing it to avoid falling victim to

fraud. Users should exercise caution regarding the source of information and refrain from

spreading unverified or fake information, as it can have detrimental consequences for

individuals, society, and the nation. The slogan "Unsure, Don't Share" is recommended as a

guiding principle. Authorities should take decisive action against individuals who disseminate

false information on social media. The use of sebenarnya.my to verify the validity of information

is highly encouraged. Despite potential risks, it is worth noting that students also utilize the

internet for educational purposes. Ultimately, responsible use of mobile technology is

emphasized, underscoring the importance of preventing the dissemination of false information

and safeguarding the prosperity and well-being of the country (Hamzah, S., et al., 2021)

The study presents a weakly supervised method that eliminates the need for a training

phase to extract and encode cyber-attacks discussed on social media. It underscores the

significance of employing a well-structured query expansion strategy and leveraging dependency

parse trees and word embeddings for context-rich retrieval. The retrieval algorithm is adaptable
to multiple languages and various real-time data sources, going beyond Twitter. Through a

comprehensive evaluation, the approach achieved an accuracy of over 70% in retrieving cyber-

attack-related content and a precision of 80% in detecting cyber security events, surpassing

baseline methods. Given the prevalence of cyber-attacks, tools like this are indispensable for

maintaining ongoing situational awareness. Future research aims to broaden the system's

coverage of attack types and model the sequential dependencies of cyber-attacks to capture

trends such as increased attacks on specific entities during specific periods (Rupinder, P. K., et

al., 2017).

Mental Health Issue

Social media serves as a platform for individuals to share their experiences with mental

health struggles and their journey towards healing, thereby creating an environment for open

discussion and fostering increased awareness. Psychologists, counselors, and other mental health

professionals are utilizing social media channels to disseminate information through blogs, posts,

and reels. By doing so, social media enables individuals to connect with mental health

professionals in a manner that aligns with their personal comfort level. In conclusion, this paper

emphasizes the beneficial impact of social media in promoting mental well-being by facilitating

open dialogue, raising awareness, and enhancing access to mental health professionals (Zhou,

2023).

The swift expansion of social media has opened up numerous unexplored paths of

inquiry, especially concerning its influence on mental health. Recent studies indicate that

engaging with social media platforms can have adverse effects on psychological well-being,

attributing a significant role to social media envy in exacerbating feelings of anxiety and

depression. While the full scope of these repercussions remains unclear, this systematic review
highlights the imperative of delving deeper into this subject. These insights not only benefit

medical practitioners but also provide valuable input for social science research. By taking into

account potential triggers from social media, clinicians can enhance their support for individuals

grappling with anxiety or depression. Furthermore, utilizing these findings to investigate further

correlations may yield strategies aimed at mitigating mental health challenges and averting

instances of suicide. (Karim, F., et al., 2020)

LOCAL RELATED LITERATURE

Mental Health

Students show indications of internet addiction, which has adverse effects on their

academic performance and overall well-being. They tend to prioritize online activities over more

pressing tasks, resulting in disrupted sleep patterns, neglect of personal hygiene, and physical

discomfort like eye strain and headaches. To address this issue, a proposed course of action aims

to raise awareness among students about the health consequences of internet addiction through

collaboration with school principals and teachers. The plan entails distributing information to

schools and communities, involving parents in health education, and incorporating these findings

into nursing curriculum. Future research could further investigate the relationship between

internet addiction and academic performance by employing mixed methods and introducing

additional variables (Magnaye, B. P., 2021).

Student leaders at Emilio Aguinaldo College Psychology Society and NU Laguna

Psychology Society confront considerable difficulties in managing their leadership duties

alongside academic obligations, particularly amidst the uncertainties brought about by the
pandemic. This study investigates the mental health status of these student leaders with the aim

of identifying areas for improvement to better support their leadership roles. While the majority

of respondents reported positive emotional and psychological well-being, along with moderate

social well-being, a noteworthy portion experienced subpar mental health across all three

domains. These results emphasize the necessity for an enhancement program aimed at addressing

the mental health concerns of student leaders and enhancing their overall leadership performance

(Ballesteros, B., et al., 2020).

Cybersecurity

Students are becoming increasingly aware of the seriousness of cyberbullying and its

potential consequences, which include emotional distress, social isolation, and physical harm.

They recognize that cyberbullying can take various forms, such as harassment, intimidation, and

the spreading of rumors, across different online platforms like social media, texting, and email.

These students perceive cyberbullying as a violation of privacy and personal space, enabled by

the anonymity provided by online platforms. They consider it a significant issue that requires

attention and action from both individuals and society (Buguina, L. A., & Buguina, E. C., 2023).

Victims of cyberbullying employ different coping mechanisms, such as seeking help from

mental health professionals, relying on support from trusted individuals, and engaging in self-

care activities such as exercise and hobbies. Parents can help prevent cyberbullying by

monitoring their children's online activities, fostering open discussions about responsible internet

use, and teaching them reporting and blocking techniques. Schools also play a crucial role in

prevention by implementing anti-cyberbullying policies, educating students on responsible

behavior and digital citizenship, and providing support for victims. Key strategies include raising

awareness and providing education, developing effective policies and programs, and promoting
responsible social media usage to effectively combat cyberbullying (Buguina, L. A., & Buguina,

E. C., 2023).

The study highlights the influential role of young people in shaping society's democratic

landscape, particularly through their engagement with social media. While young people have a

powerful perspective to contribute to national progress, the research emphasizes the impact of

social media exposure on political awareness, social issues, criticism, and public demands. The

findings reveal that there is not a significant correlation between social media exposure and

awareness of societal issues, but there is a notable link between exposure and radical

involvement among respondents. By focusing on the complex relationship between young

people's radical political participation and their use of social media, the study emphasizes the

need for a nuanced understanding of digital platforms in shaping political behavior and

awareness among the internet-savvy generation. Recognizing social media as a powerful tool for

early awareness and action on political and social matters, the research suggests leveraging these

platforms to educate young people on issues crucial to their growth and development. It

recommends that schools incorporate social media as an informal educational tool. While the

study acknowledges limitations in sample selection that may impact the homogeneity of

responses, it calls for further research to explore the reasons for young people's apathy in

political processes in the digital era and to investigate the specific impacts of different social

media platforms on young people's political behaviors and awareness. (Ibardeloza, K.B., et al.,

2022)

Human Rights

The study conducted an analysis of Twitter discussions regarding the Gregorio murder

utilizing a text mining approach. The primary focus was placed on the hashtags #StopKillingsPH
and #JusticeforSonyaGregorio. Most Twitter users expressed a strong desire for justice in

relation to the deaths of Sonya and Frank Gregorio, and called for the murder charges against the

suspect, police officer Jonel Nuezca. The study revealed that the language used in the tweets was

impartial and unbiased. Social media, particularly Twitter, served as a platform for individuals to

voice their opinions and emotions, resulting in the creation of an online petition and heightened

awareness surrounding police brutality and killings. The study emphasized the significant role of

social media in engaging the Filipino population in crucial events and controversial issues,

prompting authorities to act against injustices. In response to the widespread outrage online, the

Internal Affairs Service of the Philippine National Police recommended Nuezca's dismissal, and

he now faces murder charges. Furthermore, Senator Marcos introduced a bill mandating annual

psychiatric and drug tests for policemen. The study underscored the impact of online opinions in

compelling authorities to address injustices and effect meaningful change in both the system and

society. Nevertheless, the study had certain limitations, including its focus on a specific subset of

opinions collected from Twitter and the analysis of sentiments primarily expressed in English.

Future research could expand by incorporating additional keywords and examining sentiments in

Tagalog or Filipino to obtain a more comprehensive understanding of Filipino sentiments.

Additionally, exploring engagement on other social media platforms such as Facebook and

YouTube during various situations in the Philippines could provide valuable insights into

Filipino online behaviors and sentiments. (Tampus, 2022)

 CHAPTER 3

METHODOLOGY

This chapter explains various methodologies that were used in gathering data and

analysis which are relevant to the study. The methodologies will include areas such as the

research design, sampling and sample size, types of data, data collection method and its

management.

Research Design

The design used in this study is a quantitative approach with the Likert scale as its tool, as

it aims to understand the lived experiences of participants regarding their perceptions of global

issues through social media.

Participants of the Study

The participants of this study are the 1st Year Mechanical Engineering students of

Technological University of the Philippines Visayas. Two sections were chosen to be interviewed

or surveyed, and the estimated sample size would be forty (40) to eighty (80) students.

They were chosen as a demographic for this study because as indicated in Chapter 1, they

are the most convenient participants and they are the most available responders among the
researchers. As a result, they are the best positioned for providing the researchers with the

findings from this study.

Data Gathering Procedures

The researchers chose to conduct semi-structured interviews with participants by

conducting surveys via printed questionnaires for more accurate results, to explore their

perceptions, experiences, and behaviors related to global issues on social media.

Data Analysis Procedures

The researchers will analyze the given qualitative data using the likert scale from

interviews or open-ended survey responses to identify patterns, themes, and perspectives. In the

same way, the researchers will also compare findings across different demographic groups, such

as gender or screen time from social media to identify potential variations in perceptions and

attitudes.
 CHAPTER 4

RESULTS AND DISCUSSION

This chapter deals with the presentation, analysis, and interpretation of data. It represents

the findings of the study through the use of statistical tools, specifically the chi-square difference.

Table1. Data Observed

OBSERVED(

O)

TIKTO STATEMEN SCREEN

FB IG YT K TS AGE TIME SUM

3.848484 2.36969 2.93939 42.6475757

MALE 8 7 4 3 4.05 19.36 7.08 6

FEMALE 4.16 2.75 2.51 3.41 4.224 18.88 8.2 44.134

8.008484 5.11969 5.44939 86.7815757

SUM 8 7 4 6.41 8.274 38.24 15.28 6

 The data presents notable distinctions in social media engagement between genders.

Females demonstrate a significantly higher level of activity across various platforms, including

Facebook, Instagram, YouTube, and TikTok, when compared to males. This heightened

engagement is further emphasized by the frequency of self-expression through statements, which

females tend to utilize more frequently on these platforms. Despite a similarity in average age

between genders, females exhibit a slightly elevated average screen time, indicating a greater

investment of time in online interactions. These findings underscore the necessity of developing

gender-specific approaches in social media marketing and content creation to effectively engage

and cater to the diverse preferences and behaviors of users.

Table 2. Data Expected

EXPECTED

(E)

SCREEN

FB IG YT TIKTOK STATEMENTS AGE TIME

MALE 3.9356564 2.516003 2.678027 3.1501037 4.066140062 18.79250616 7.509139491

FEMALE 4.0728284 2.603694 2.771367 3.2598963 4.207859938 19.44749384 7.770860509

The expected data indicate that females are likely to have slightly higher social media

engagement across platforms compared to males, while both genders are expected to make

statements at a similar frequency. Age does not appear to significantly influence engagement
 levels, with both males and females having a comparable average age. Additionally, females are

projected to spend slightly more time on screens than males. These insights emphasize the

importance of gender-specific strategies in social media marketing and content creation to

effectively engage diverse audiences.

Table 3. Calculated Data

(O-E)^2/E

STATEMENT SCREEN

FB IG YT TIKTOK S AGE TIME

0.001930 0.00850 0.02550 0.007152 0.02452487

MALE 8 8 8 5 6.40661E-05 0.017137111 4

0.001865 0.00822 0.02464 0.006911 0.02369888

FEMALE 8 1 9 6 6.19083E-05 0.016559936 2

The data provide insights into the results obtained from the chi-square difference

equation, which serves as a tool for evaluating the variation between observed (O) and expected

(E) values in social media engagement metrics and demographic attributes.

For males, the chi-square difference values across platforms like Facebook (FB),

Instagram (IG), YouTube (YT), and TikTok are notably small, indicating minimal deviation from

the expected values. This trend extends to other metrics such as statement frequency, average

age, and screen time, where differences between observed and expected values are negligible.

Similarly, for females, the chi-square difference values show a similar pattern to males,

with slight variations across platforms and demographic metrics. Despite these differences, the
overall discrepancies between observed and expected values for both genders remain minimal

across all examined metrics.

Table 4. Result

0.166794

X^2 1

Df 6

0.999909

P-value 2

REMARKS: NULL HYPOTHESIS IS ACCPETED.

THERE IS NO SIGNIFICANT DIFFERENCE BETWEEN MALE AND FEMALE RESULTS

The chi-square difference test resulted in a value of 0.1667941 with 6 degrees of

freedom, leading to a p-value of 0.9999092. These findings support the acceptance of the null

hypothesis, indicating no significant difference between male and female results. Thus, gender

appears to have no substantial impact on the outcome.

DISCUSSION

The chi-square test conducted to analyze differences between males and females in

various social media engagement metrics presents intriguing insights. This statistical method

compares observed (O) values with expected (E) values to determine if there's a significant

difference between the two groups.

Observed vs. Expected Values:

Comparing observed and expected values sheds light on actual engagement patterns

versus what would be anticipated. Notably, both males and females demonstrate differences in

engagement across platforms. While males tend to have lower observed values compared to

expected values, females generally exceed expected engagement levels, particularly on platforms

like Facebook and Instagram. This discrepancy hints at potential gender-specific behaviors in

social media usage.

Chi-Square Analysis:

The calculation of (O-E)^2/E provides a measure of the discrepancy between observed

and expected values. In this case, the resulting chi-square value of 0.166794079 with 6 degrees

of freedom leads to a p-value of 0.999909178. This high p-value indicates that the observed

differences between males and females are not statistically significant.

Interpretation of result:

The acceptance of the null hypothesis suggests that there is no significant difference

between male and female results in terms of social media engagement metrics. Despite observing

variations in observed and expected values, these differences do not reach a level of statistical

significance, indicating that gender alone may not be a strong determinant of social media

behavior in this context.

Implications:
 These findings have implications for understanding gender dynamics in social media

usage. While there may be observable differences in engagement levels between males and

females, these differences may not be solely attributed to gender but could be influenced by

various factors such as preferences, interests, or other demographic variables. This underscores

the importance of considering multiple factors when analyzing social media engagement

patterns.

In conclusion, the chi-square test results suggest that while there are differences in observed and

expected social media engagement metrics between males and females, these differences are not

statistically significant. This highlights the need for further research to explore additional factors

that may contribute to variations in social media behavior beyond gender alone.

CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the conclusion and recommendations based on the results from the

data that was gathered in this study.

Conclusions

The data highlights significant distinctions in social media engagement between genders,

with females demonstrating higher activity levels across various platforms and a greater

propensity for self-expression. While there are similarities in average age, females exhibit

slightly elevated screen time, indicating a deeper investment in online interactions. These
findings underscore the importance of adopting gender-specific strategies in social media

marketing and content creation to effectively engage and cater to diverse user preferences and

behaviors. However, the acceptance of the null hypothesis suggests that gender alone may not be

the sole determinant of social media behavior in this context. Therefore, while gender-specific

approaches are crucial, it's essential to consider other factors that influence social media

engagement to develop more comprehensive strategies.

Recommendations

The researchers recommend that future researchers should adopt an intersectional

approach, acknowledging that gender intersects with other factors such as culture, ethnicity, age.

Future researchers should track changes in awareness over time and they should explore how

different types of social media platforms (e.g., Twitter, Instagram, TikTok) influence awareness

differently, taking into account factors such as algorithmic biases and content virality. It's crucial

to avoid perpetuating stereotypes and biases, instead, strive for understanding of how individuals

of different genders engage with social media platforms, including their motivations, usage

patterns, and the impact of societal norms and expectations. Additionally, future researchers can

adjust their scope of respondents to consider higher levels as results may differ based on a

person's maturity.
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Appendix A

Documentation