Internet Addiction – Analyzing Negative Impacts of Excessive Use of SNS In Damaging Consumer Company Relationship

Abstract

Among the most significant concern today is the issue of “Internet Addiction” that has adverse consequences and outcomes in today’s modern world. The researchers have studied this vast area time to time. The present research focused on analyzing the internet addiction and brings at the forefront the dark side of social media that has not been considered deeply as the rosy side of social sites becomes integral part easing our life as a whole. The thesis aimed to study how internet over use, social comparison and emotional fatigue contribute towards formation of internet addiction. The primary motive behind this dissertation was to seek insights into how the variables chosen for study create addiction. For this purpose, detailed literature was studied to see how different researchers have contributed towards this issue. The present research adopted a quantitative approach whereby the online questionnaire circulated via Google doc platform helped complete the data collection phase. This data was then entered and interpreted using software namely SPSS by means of statistical tests inclusive of which are reliability analysis, correlation and regression test, respectively. The 300 participants from cities Islamabad and Rawalpindi were the active sample of research that helped in data collection phase. In order to test proposed hypothesis formulated for this internet addiction research the results of tests were taken in consideration. The figures showed existence of positive relationship among research variables stating the fact that internet overuse, emotional fatigue and social comparison does have impact on internet addiction. The outcome of thesis helped understand how crucial it is to consider dark side of social media that may negatively impact the individual’s life hence impacting the bond that exists between customer and company in today’s modern era. The conclusion and recommendations helped highlight how a balanced and sustained use of social media is necessary to reap its benefits and protect from its dark side. The thesis presents all the factors including internet related activities, the unpleasant feelings that may arise, depression, anxiety, online vs. offline behavior and its comparison. The nature of most popular social site Instagram is taken as representative of exploring the dark side and complete the internet addiction research.