EFFECTS OF USAGE OF SOCIAL MEDIA ON BAHRIA UNIVERSITY STUDENT’S LIFE SATISFACTION THROUGH SOCIAL BENEFIT AND SOCIAL OVERLOAD By FARIHA AHMED 36354

Abstract

Purpose The purpose of this research paper is to discover how usage of social media effects on Bahria university student’s life satisfaction with the help of two competing explanatory mechanisms that are social benefit or social overload. Methodology & Design Survey was conducted to collect data for the research on students in Bahria University located in Karachi using social media websites to understand the effects of usage of social media on life satisfaction through social overload or social benefit. Quantitative research and convenience sampling technique is used for data collection and has been analysed through various test run on JAMOVI. Findings The results have supported that there is a direct impact of usage of social media on life satisfaction (US-LS) and an indirect impact of usage of social media on life satisfaction through mediation where social benefit acts as a mediator. (US-SB-LS). Limitations The limitations would be that this study is limited to Pakistan only, students of Bahria University Karachi using social networking websites such as Facebook and Instagram, as the data is collected from them only. Also, close ended questionnaire is used. Recommendations It is recommended for future research to farther explore the mediating effects of the usage of social media on life satisfaction through social benefit or social overload including other cities of Pakistan as well for generalizing easier performance of the results.