CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter is a comprehensive collection of past related researches and literature to give

further understanding on the impacts of social media. It is divided into three themes; Social

Media Engagement, Positive and Negative Impacts, and The Influence of Social Media.

Social Media Engagement

Social media apps are becoming more widespread due to the global presence of

smartphones, and with an estimated 6.05 billion global social media users by 2028, mobile social

media usage shows no signs of slowing (Stacy Jo Dixton, 2024). Social media is more than just

something fun to do in leisure; it's a part of our everyday life that affects how we talk to each

other, have fun, and get things done. On average, individuals spend 2 hours and 31 minutes per

day on social media, with Gen Z leading at approximately 4 hours daily.

The most active users, aged 16-24, dedicate around 3 hours to social platforms, while

TikTok users alone average 52 minutes per day. Social media usage has increased by 6% year-

over-year, with mobile devices accounting for 88% of access. Notably, 70% of users check their

accounts within 10 minutes of waking up, and over half engage with social media multiple times

during work hours. Additionally, 74% of users multitask while browsing, underscoring the deep

integration of social media into daily routines (Cropink, 2024). Social media is everywhere, and

people of all ages use it to talk to each other and share things. This constant sharing is changing

how we think and learn, giving way for both negative and positive effects
 Usually, whenever there is little to do other than lounge around, most would resort to

pulling out their phones and scrolling through their social media feed. It is a behaviour that is

mostly observed in the current generation, and there are reasons as to why this happens. When

people scroll through their feed it releases dopamine, a chemical in our brain that makes us feel

good and is usually related to rewards or pleasure. When we scroll through social media, every

video, like, and comment serves as a ”reward”, and that is what keeps us hooked and tempted to

scroll even further to see if we would get more (“Why We Can’t Stop Mindlessly Scrolling”,

2024).

Additionally, when people post on social media, they usually look forward to receiving a

like or comment on that specific post. This is because people tend to seek validation and

attention from their peers, and receiving positive feedback boosts their self-esteem (“The

Psychology of Social Media”, 2019). Furthermore, people also use social media as a means to

stay updated about their family, friends, or important events that pop up, hence why the need to

continuously scroll is so strong (“Understanding Why People Spend Hours on Social Media”,

2024). Through this constant need to scratch that itch in our brains, it leads to a phenomenon

called “zombie scrolling syndrome”, a term coined by the “McAfee Security Company” to

describe cellphone addiction, and it is when we start having the compulsive habit to continue

scrolling with no fixed benefit or goal in mind (“Scrolling Mindlessly”, 2023). Through this

constant back and forth, it could potentially lead to a decreased attention span due to the fact that

people are being constantly exposed to the internet’s acute and sustained alterations in cognition

(“Brain Rot: The Impact on Young Adult Mental Health”, 2024).

Social media is a evolutionary force that shapes our communication, culture, and

connectivity by facilitating global interactions, serving as a key source of information,

influencing public opinion, supporting business marketing and personal branding, allowing

activism, and raising concerns about privacy, mental health, and misinformation, resulting in the

impact of how we connect, access information, and shape our digital identities. (B. Annapoorani,

2023).

Furthermore, social media and technology serves us convenience and connectivity by

allowing us to stay in touch with friends and family, to access information quickly, manage

finances, learn new skills, engage in civic activities, market businesses, and explore remote job

opportunities. (Frances Dalomba, LICSW "Pros and Cons of Social Media." Health Brown

University, 2022)

While social media offers us these benefits, there are also less pleasant impacts. This

study argues that over-reliance on social media reduces face-to-face interactions, which are

essential for emotional intelligence and effective communication. Her research suggests that

digital communication weakens conversational skills, leading to diminished empathy and

attentiveness. This decline affects personal relationships, workplace interactions, and education,

where in-depth dialogue is crucial. Turkle emphasizes the need to balance online and offline

communication to preserve meaningful social connections. (Turkle, 2015).

This study highlights the negative cognitive and behavioral effects of excessive social

media use, linking it to increased procrastination, diminished attention span, and disruptions in

daily responsibilities. Their research suggests that social media addiction shares characteristics

with other behavioral addictions, such as compulsive use and withdrawal symptoms. These
findings underscore the need for strategies to regulate social media consumption to mitigate its

impact on productivity and overall well-being. (Kuss and Griffiths, 2017).

The Influence of Social Media

Social media leads to increased rates of anxiety, depression, and addiction, which can

negatively impact self-esteem and increase loneliness (Twenge, J. M., Joiner, T. E., Rogers, M.

L., & Martin, G. N., 2018). Excessive exposure to negative content has been associated with

higher levels of psychological distress (Twenge et al., 2017). A systematic review also found that

social networking site use is linked to a greater risk of depression and anxiety, particularly

among adolescents (Keles et al., 2020).

Social media users are influenced by their close relationships—friends, family, and

colleagues—as well as by online influencers who share information, news, and opinions

(Gammoudi et al., 2022). An influencer can persuade individuals to adopt certain behaviors,

make similar decisions, or change their lifestyle. Research has found a strong relationship

between social media usage and self-esteem. A study on 150 students from the Institute of

Business Management (IoBM) found that 88% of users engage in social comparisons on

Facebook, and 98% of them make upward comparisons. Increased social media usage was linked

to a decline in self-esteem, with one hour of Facebook use daily causing a measurable drop in

self-esteem scores (Jan, Soomro, & Ahmad, 2017).

Excessive social media use before bedtime negatively affects sleep quality. The blue light

emitted from screens disrupts circadian rhythms and suppresses melatonin, making it harder to

fall asleep (Breus, n.d.). Research found that 70% of people use social media after getting into
bed, and 21% wake up at night to check their phones (Newsom & Rehman, 2023). Sleep

deprivation can weaken the immune system and increase the risk of chronic conditions like

obesity, diabetes, and cardiovascular diseases (Keer, n.d.).