THE SOCIAL WEB EFFECT: INVESTIGATING THE MULTIFACETED IMPACTS OF SOCIAL MEDIA ON INDIVIDUAL BEHAVIOR AND FAMILY DYNAMICS

Abstract

This study examines how social media influences individual behavior and family dynamics, highlighting its dual role as both a connector and a disruptor in modern life. Using a quantitative approach, it investigates the complex effects of social media on mental wellbeing, emotional health, social cohesion, loneliness, and family bonds among residents of Karachi, Pakistan. Data were gathered through an online survey involving 385 active social media users and analyzed using SPSS for reliability, correlation, and regression. The results show strong associations between social media engagement and psychosocial indicators. While social media boosts connectivity and social capital, excessive use is linked to poorer mental health, heightened feelings of isolation, and strain in family relationships. This dual nature emphasizes the need for thoughtful balancing strategies to enhance benefits and reduce harms. The research offers practical guidance for policymakers, educators, families, and mental health practitioners, underscoring the urgent need to understand and manage digital behavior in everyday life.