An Empirical Exploration Of Social Media Burnout, Loneliness And Body Dissatisfaction Among University Students In Pakistan

ABSTRACT

@#To explore the effect of social media burnout on loneliness and body image among university students in Pakistan. Current study was conducted in Riphah International University Islamabad, Pakistan and comprised of 306 university students including 152 male and 154 females with age range from 19-29 years. In-depth interviews were conducted with 20 students including 10 male and 10 females to explore the effect of social media usage on body image. Cross sectional research design was used in which quantitative and qualitative analyses were conducted. UCLA loneliness scale by Russell was used to assess loneliness. Multi-dimensional body self-relations scale by Cash was used to measure body image and social media burnout scale developed by Han was used to measure social media burnout. Findings indicate that there is a positive relationship between social media burnout and dissatisfaction with body image (r=0.175, p<0.01) and positive relationship exists between social media burnout and loneliness (r=0.187, p<0.01). There is also a positive relationship between loneliness and dissatisfaction with body image (r=0.314, p<0.01). Female students feel more exhausted by social media than male students (t=4.28, p<0.01). Loneliness and body dissatisfaction are found to be high in social media exhausted university students. Loneliness also leads to dissatisfaction with body image. Female university students got social media burnout more quickly than male students.