THE SOCIAL MEDIA PARADOX: FACEBOOK INTENSITY AND ITS INTERPLAY WITH LONELINESS AND SELF-ESTEEM AMONG UNDERGRADUATES

Abstract

the research study surrounds the predetermined notion that Social Networking Sites (SNS) particularly Facebook is perhaps the most addictive site among the all of SNS. Excessive accessibility of Facebook making the individual addicted may leave considerably negative impacts on loneliness and self-esteem specifically among youngsters. It was hypothesized to measure the relationship between Facebook intensity and Self-esteem, Facebook intensity and loneliness, loneliness and self-esteem, gender differences with regards to Facebook’s intense usage. For this purpose, 317 participants were approached at the University of Karachi, and the final sample consisted of 286 students post consent. The study was carried out through Facebook Intensity Scale by Ellison, Steinfield and Lampe (2007), Loneliness was assessed through Loneliness Scale by Russel, Peplau and Fergusan (1978) and Self-esteem was measured through self-esteem scale by Rosenberg (1965). The obtained data was statistically analyzed by applying Pearson’s Product Moment Correlation to assess the relationship between variables and t-test was further applied to investigate the gender differences. Weak negative correlation was found between Facebook intensity and self-esteem, and Loneliness and self-esteem among students. However, no gender differences were established on the basis of trends in Facebook intensity.