THE IMPACT OF TYPE D PERSONALITY, SOCIAL SUPPORT AND BODY

IMAGE ON SOCIAL MEDIA ADDICTION IN YOUTH

1
Abstract

Social media addiction has become a pervasive issue in today’s society which has impacted
the mental and psychological health of youngsters and even senior aged people. This thesis
has explored the complex relationship between type D personality, body image, social
support and social media addiction. The research has revealed that type D personality is
characterized by high levels of negative affectivity and social inhibition which drags an
individual towards social media addiction. Similarly, body image concerns are often
aggravated by idealized photos and videos available on social media platforms like Instagram
and snapchat and others. This can further exacerbate compulsive use of social media for
comparison and validation purpose which eventually turns into addiction. On the other hand,
social support either it is offline or online can mitigate the risk of getting addicted to social
media because it provides emotional and appraisal support to individuals and prevent them
from getting addicted to social media platforms.
With the help of statistical data analysis, this research aims to investigate the primary aim of
conducting research and exploring the answers to research questions. Hypothesis have been
created which are based upon the variables created at the initial stage of research. A
quantitative analysis is conducted with an instrument of survey questionnaire and the
university students are taken as the sample for this research. The collected responses are
checked by using the SPSS software so that the validity of hypothesis can be confirmed.
Research results have depicted that four of the hypotheses are valid and the variables of body
image, type D personality and social support impact the level of social media addiction. The
results findings are used to give a practical insight for developing strategies that can eradicate
the chances of developing social media addiction among university students and can
formulate ways to address the adverse impact of social media addiction among the youth
specifically with type D personality features and body image issues.

Keywords:
Social media addiction, body image, social support, type D personality, social media
platforms.

2
Table of Contents
Abstract.................................................................................................................................................................2
1. Introduction..................................................................................................................................................7
1.1. Statement of Problem..........................................................................................................................8
1.2. Research Significance...........................................................................................................................9
1.4. Background of Research.....................................................................................................................11
1.5. Variables Detail..................................................................................................................................13
1.6. Type D Personality.............................................................................................................................13
1.7. Body image........................................................................................................................................14
1.8. Social Support....................................................................................................................................15
Chapter 2.............................................................................................................................................................18
2. Literature review........................................................................................................................................18
2.1. Addiction.................................................................................................................................................. 20
2.2. Personality Traits and Addiction...............................................................................................................21
2.3. Type D Personality and Social media Addiction........................................................................................23
2.4. Social Support and Social Media Addiction........................................................................................24
2.5. Body image Perception and Social Media..........................................................................................25
2.6. Maladaptive Coping Strategies to Mitigate Social Media Addiction.........................................................27
2.7. Body Dissatisfaction in Young Adults and Social Media Addiction.....................................................27
2.8. Theoretical Framework......................................................................................................................28
2.8.1. Trait theory........................................................................................................................................28
2.8.2. Big Five personality traits – Five-Factor model...................................................................................29
2.8.3. The Impact of Five Personality Traits Influencing Habitual Social Media Usage.................................31
2.9. Emotional Support.............................................................................................................................32
2.9.1. Instrumental Support.........................................................................................................................32
2.9.2. Informational Support........................................................................................................................32
2.9.3. Appraisal Support...............................................................................................................................32
2.10. Social Comparison Theory..................................................................................................................33
2.11. Self- Discrepancy Theory....................................................................................................................34
2.12. Social Comparison and Self- Discrepancy Theory and Body Image....................................................34
2.13. Conceptual Framework......................................................................................................................35
2.13.1. Constructs and Variables Development.........................................................................................35
2.14. Relationships between Constructs.....................................................................................................36
2.14.1. Relationship Between Type D Personality and Social Media Addiction.........................................36
2.14.2. Identifying the Relationship between Body Image and Social Media Addiction............................37

3
 2.15. Aims and Objectives of Research.......................................................................................................40
2.16. Research Questions............................................................................................................................41
CHAPTER 3...........................................................................................................................................................42
3. METHODOLOGY..........................................................................................................................................42
3.1. Source of Data..........................................................................................................................................42
3.3. Sample Size and Sampling Procedure.......................................................................................................43
3.4. Inclusion Criteria.......................................................................................................................................43
3.5. Exclusion Criteria......................................................................................................................................44
3.6. OPERATIONAL DEFINITIONS.....................................................................................................................44
3.7. Data Collection Instrument................................................................................................................45
3.8. Bergen Social Media Addiction Scale.................................................................................................45
3.9. Data Screening Procedure..................................................................................................................46
3.10. Ethical Considerations........................................................................................................................46
Chapter 4.............................................................................................................................................................48
Results and Findings............................................................................................................................................48
Table 1.............................................................................................................................................................49
Demographic Analysis.....................................................................................................................................49
Table 2:............................................................................................................................................................52
Descriptive Statistics........................................................................................................................................52
Table 3:............................................................................................................................................................52
Psychometric Properties of scales....................................................................................................................52
Table 4:............................................................................................................................................................53
Regression Analysis.........................................................................................................................................53
Type D personality impact on Social Media Addiction.....................................................................................53
Table 5:............................................................................................................................................................54
Social Support impact on Social Media Addiction............................................................................................54
Table 6.............................................................................................................................................................55
Body Image Impact on Social Media Addiction...............................................................................................55
Table 7.............................................................................................................................................................56
Correlation Analysis.........................................................................................................................................56
CHAPTER 5...........................................................................................................................................................60
DISCUSSION.........................................................................................................................................................60
5.1. Research Limitations.................................................................................................................................68
5.3. Conclusions and Future Recommendations..............................................................................................68
References:..........................................................................................................................................................70

4
List of Figures

FIGURE 1 SOCIAL MEDIA ADDICTION AMONG ADULTS’ STATS.................................................18

FIGURE 2 OPINION OF SOCIAL MEDIA USERS ABOUT THEIR BODY MAGE................................25
FIGURE 3: 5 FACTORS MODEL THEORY....................................................................................28
FIGURE 4 CONCEPTUAL FRAMEWORK......................................................................................37
FIGURE 5 THEORETICAL MAPPING OF RELATIONSHIP BETWEEN VARIABLES............................38

TABLE 1 DEMOGRAPHIC ANALYSIS..........................................................................................48

TABLE 2 DESCRIPTIVE STATISTICS..........................................................................................51
TABLE 3 PSYCHOMETRIC PROPERTIES OF SCALES...................................................................51
TABLE 4 REGRESSION ANALYSIS............................................................................................52
TABLE 5: BODY IMAGE IMPACT ON SOCIAL MEDIA ADDICTION...........................................54
TABLE 6 CORRELATION ANALYSIS..........................................................................................55
TABLE 8 PEARSON CORRELATION............................................................................................57

5
1. Introduction

In the digital age, the consequence of social media on the lives of young individuals is
undeniable. Social media platforms such as Instagram and Snapchat have become integral
part of life (Phua, 2017). The platforms are offering not only a means of social interaction but
also a stage for self-expression and identity formation. Yet, the pervasive nature of social
media has given rise to significant concerns regarding the psycho-social well-being of the
youth (Wheatley & Buglass, 2019). Among these concerns, the term of social media
addiction (SMA) stands out as a pressing issue that merits in-depth investigation.
Social media addiction (SMA) is an excessive and ambitious social media platforms
utilization which ultimately results in negative impacts on an individual's daily life and
intellectual health (Hou, 2019). As the number of young people engaging with social media
continues to rise, the potential consequences of excessive use have garnered increasing
attention. The constant exposure to carefully curated and often idealized content can create
unrealistic standards of beauty and lifestyles. This can lead to body image dissatisfaction as
young users inevitably compare themselves to these seemingly flawless portrayals of others
(Tiggemann & Anderberg, 2020).
The prolonged usage of social media platforms in the daily lives of young individuals can
disrupt sleep patterns, concentration, and overall mental well-being. In addition to these, the
constant exposure to an array of stressors, including cyberbullying, social comparison, and
the fear of missing out (FOMO), can take a toll on mental health (Andreassen, & Billieux,
et.al., 2016). Young individuals may experience symptoms of depression, anxiety, and
loneliness as they navigate the complexities of their digital social worlds (Seabrook, 2016).
Instagram and snapchat are the most popular social media platforms and research has shown
that approximately 9 to 10% of teenagers show an addictive behavior (Tiggemann &
Anderberg, 2020). Various types of psychosocial problems are associated with social media
addiction. The psychological problems are anxiety, stress, frustration, aggression, depression,
dissatisfaction regarding body image etc. The social problems are adjustment problem,
interpersonal problem, coping problem etc.
Research by (Tiggemann & Anderberg, 2020) have highlighted a significant behavior people
who are considered as Type D personality due to their specific mindset and approach towards
life. It is found that social media addiction is usually found in teenagers with Type D

6
personality. The basic characteristic of type D personality is their susceptibility to excessive
stress and illness. As per the research of (Holdoš, 2017) individuals with type D personality
feel less secure and always want to avoid people and face-to-face social connections, that is
why they are often found engaged at social media networks like Instagram and snapchat.
Teenagers feel comfortable in spending more time on social media to escape social
interaction with friends and family (Al-Menayes, 2015).
Body image is a multifaceted concept that comprises various components. The perceptual
component involves how individuals perceive their own bodies, including their body size,
shape, and specific physical features (Chua, & Chang, et. al., 2016a). The cognitive
component encompasses the thoughts and beliefs individuals hold about their bodies, which
can be influenced by societal or cultural ideals and may be positive or negative. The affective
component of body image relates to the emotions and feelings associated with one's body,
which can range from satisfaction and contentment to dissatisfaction and distress (Fabris, &
Marengo, et. al., 2020).
Negative body image is associated with a range of mental health issues, including: Eating
Disorders, Depression and Anxiety, Self-Esteem, Social Impact. Conditions like anorexia
nervosa, bulimia nervosa, and binge-eating disorder often have body image disturbances at
their core. According to Fabris, & Marengo, et. al. (2020) poor body image can contribute to
feelings of depression, anxiety, and low self-esteem.
Another critical component of social relationship as mentioned by Shah, & Hussain, et. al.,
(2021).is social support which is considered as exchange of assistance and support from
interaction with people around them. Social support can be ref\erred as having awareness that
an individual is being loved and respected by those who are connected by them on social
communication networks (Chambers, D., 2013). These kinds of people spend more of their
time on internet networks like Instagram and snapchat because of their perception regarding
social support.
A per the research of Shah, & Hussain, et. al., (2021) social support often involves emotional
bonds that can vary in intensity, ranging from deep emotional connections in close
relationships to more superficial ties in casual acquaintanceships. The emotional aspect of
relationships plays a central role in how individuals connect and relate to one another
(Berscheid, 2017).
1.1. Statement of Problem

7
There is no doubt in the fact that social media has become an integral part of our life and has
intervened into our psychological and social wellbeing. The ubiquity of social networks in a
youngster’s life specifically type D personality holders has raised questions about the
excessive usage of different platforms and the adverse consequences on the life of the user.
The amplification of social media, with emphasis on platforms like Instagram and Snapchat,
has given rise to a dire concern regarding the psycho-social well-being of young individuals
(Gioia, & Griffiths, et. al., 2020).
Excessive usage of social networking platforms develops into an addiction within a short
period of time and this addiction is further characterized by a compulsive engagement on
Instagram, snapchat and other platforms.
Sowdeswari. (2021) have claimed that the gradual addiction in type D personality holders and
those who are always in search of social support is beyond the imagination of user and
eventually ruins the fabric of user’s social interactions and cultural norms. So, the problem
lies there is to perform an in- depth research to explore the intense impact of Instagram and
snapchat platform on destructing the mental peace, personality comfort and psychological
distress of the teenagers having Type D personality (Gioia, & Griffiths, et. al., 2020).
There is not enough research available on the differential impact of different social media
platforms like Instagram, and Snapchat on youth’s life (Fabris, & Marengo, D., et. al., 2020).
There is lot more to investigate about the relationship between a type D personality social
media user’s personal life, satisfaction, comfort, mental status, personality traits and nature of
social media platform he uses more (Hou, & Xiong, et. al.,2019). There are numerous social
networking sites but how Instagram and snapchat penetrate gradually into a type D
personality user’s life and becomes an addiction is still under research.
1.2. Research Significance

The research on the impact of type D personality social media users associated with social
media addiction is significant in its own way as it holds substantial implications for the
professionals, educationists, state and also parents who are connected with this addiction. The
proposed research is extremely relevant in addressing a growing and pressing issue in
present-day society. Social media has strong linkage with the lives of young individuals,
shaping their self-perception, relationships, and emotional well-being (Fabris, & Marengo, et.
al., 2020). Understanding the link between SMA and type D personality traits is crucial for
several reasons. Firstly, the study is going to explore the effects of platform-specific social

8
media addiction, Instagram and Snapchat, on body image dissatisfaction, psychological
distress, and interpersonal relationships.
The social support factors addressed in this research will help the policy makers in taking the
preventive measures against these factors. Various interventions can be developed to meet the
needs of youth and mitigate the prevalence of all those type D personality factors that become
a cause of social media addiction in the society specifically among youth (Kircaburun, K.
2016).
Besides figuring out the significant factors behind social media addiction, this research
results can unveil the intricate dynamics that are associated with this addiction and can help
in developing a deep understanding about the challenges faced by youth due to this addiction.
Seabrook (2016) have discussed in their research that awareness about the root cause behind
social media addiction can facilitate in the creation of holistic approach towards the solutions
of social media addiction.
Tiggemann & Anderberg (2020) have claimed in their research only the understanding of
factors that lead to social media addiction is not necessary alone rather investigating the
impact of addiction on youngster’s with type D personality’s psychosocial wellbeing is also
mandatory to evaluate future interventions that can be designed to reduce the impact of these
factors in youth. Phua (2017) have admitted that there should be a balanced relationship
between the youth and digital landscape of a nation.
The results and findings of this research will shed light on different dimensions of
youngster’s life like their personality type, life satisfaction and demographics and their
relationship with social media addiction (Kircaburun, K., 2016).
Another significant aspect of this research is that it has revealed the variance between the
impact of different social media platforms in developing addiction among youth. Tiggemann
& Anderberg (2020) have mentioned in their research that internet user’s satisfaction level,
addiction intensity and impact on their lives is different for different platforms. This research
has highlighted the social media platforms that can help in developing a balanced relationship
between the internet usage and quality of life.
Furthermore, the findings of this exploration can communicate to the academic perceptive of
the complex interplay between technology and psychology, appending a contribution in the
knowledge of digital psychology.
1.3. Rationale of Research

9
This study addresses the denunciatory concern of SMA and its profound consequences on the
psycho-social well-being of type D personality youth, with a specific focus on platforms such
as Instagram and Snapchat. There is the increased role of these platforms in the lives of
young individuals who are in search of social support, so a growing apprehension about their
mental and emotional health is needed. This research aims to explore the intricate
connections between SMA, psychological distress, and alterations in interpersonal
relationships.
By delving into these dynamics, targeted interventions and strategies can be made to foster
more positive online behaviors among young individuals. The research on the consequences
of social media addiction in youth, with a special focus on Instagram and Snapchat, holds
academic significance on multiple fronts. It takes part to empirical knowledge by delving into
the unique influences of these platforms. This research offers valuable insights into how the
distinct features and user behaviors on these platforms contribute in addiction and the ensuing
consequences.
This detailed examination advances existing understanding of the nuanced dynamics of social
media addiction.
Furthermore, the study sheds light on the adverse effects, including body image
dissatisfaction, psychological distress, and changes in interpersonal relationships. These
findings not only impart to the existing body of literature on social media addiction but also
offer a comprehensive model of its various effects on youth. In addition, the research
employs validated scales and instruments to measure addiction and its consequences, making
these tools valuable resources for future investigations and interventions. The findings of this
study have the possibility to guide the development of necessary interventions aimed at
mitigating the negative consequences of social media addiction among youth.
1.4. Background of Research

As per Kircaburun, & Griffiths (2018) the instant proliferation of social media platforms has
altered the communication and social interaction between people and families. Regular and
extreme usage of social media has also introduced various psychological ailments and mental
issues, Before, moving towards investigating further in- depth detail about this topic, let’s
have a glance at the previous research that has been done in the same field. Kircaburun, &
Griffiths (2018) have introduced social media addiction as a common issue that opens
pathways to unlimited psychological disorders. First of all, the person addicted to social
media face significant impairment from their regular functioning. Fernandez, (2018) have

10
added to their research that those who cannot prevent themselves from spending excessive
time on social media receive the withdrawal symptoms when they stop using social media.
The reason behind the addictive usage of social media platforms is its engaging nature where
the social networking sites keep on sending notifications to the user whenever he gets online.
This kind of behavior makes a user addictive to certain social media platform (Lopez, 2018).
There are various past studies that have been conducted to analyze the relationship of any one
off two of this research variables with social media addiction.
Previous research studies have focused on type D personality people and relate them to the
growth of various mental disorders and physical health outcomes (Lopez, 2018).
Another research has explained that the outcomes of Type D personality can be seen in the
form of performing various maladaptive activities which means that type D personality
people are more likely to involve in different kinds of addictions and social media addiction
is also one of them (Monacis, Palo, et. al., 2017). However, these researches have exhibited
very limited empirical evidence to support their research which means that they gave left
enough gap to be fulfilled by future scholars.
While going through past researches it is evident that enough work is done to show the
relationship between social media addiction and body image perception. Research by Lopez
(2018) have proved that negative body image often leads to social media addiction because
internet users develop a habit of comparing their personality and physical appearance with
those who portray themselves as beautiful on social networking sites (Newby, & Pitura, et.
al., 2017). Previous studies have also highlighted the names of such social media platforms
that develop a feeling of left out or being rejected among the viewers like Instagram, and
Facebook (Newby, & Pitura, et. al., 2017). These platforms are popular because they are
linked with showcasing body image concerns which leads to subsequent addictive behavior.
Besides this, there are also few past researches on social support and social media addiction
because it has been considered an important topic.
Miladi, N. (2016) have claimed in their research that positive social support can be a
protective factor that can help in overcoming social media addiction. The previous researches
have also emphasized on the fact that people who are not receiving psychological support and
likelihood from their social circle have maximum chances of developing different kinds of
addictions (Monacis, & Palo, et.al., 2017). Although, multiple studies have proved the
connection of one factor with social media addiction but this research under consideration is
unique in its nature because it has examined the impact of three different factors on each
other and ultimately with social media addiction (Perloff, 2014).

11
This research has highlighted three different psychological determinants of social media
addiction and have evaluated their relationship with each other and excessive usage of social
media. Different theories are examined to support the significance of social support, body
image and type D personality with social media addiction. The results of this research will
help in developing coping strategies to overcome the addictive behavior among social media
users.
1.5. Variables Detail

This research study is composed of three dependent variables that have a strong impact on
social media addiction. The purpose of explaining these variables is to understand how these
factors can drag a person towards addiction. Another reason of highlighting the significance
of psychological determinants is to know how these variables are linked to social media
addiction and how these personality traits can be improved to get rid of any kind of addiction
specifically the one related to social media. Here is a brief introduction to these variables;
1.6. Type D Personality

According to Phua, & Kimm et., al. (2017) Type D personality is also known as the
distressed personality which is identified by the presence of two distinct traits i.e., negative
affectivity and social inhibition. These two important traits were discovered by Dr. Johan
Denollet during 1990 in the patients with multiple psychological disorders. Negative
affectivity leads to the appearance of negative feelings and emotions relating to different
events and situations. Negative affectivity usually keeps a person gloomy, lonely, stressed
and pessimist (Oberst, & Wegmann, et., al., 2017). The people with negative affectivity have
the habit of seeing every life happening with a negative perspective, that is why they never
feel happy and contented. With a high level of stress, these people have the capability of
viewing even the positive aspects of life negatively (Pontes, 2017).
On the other hand, social inhibition refers to a state where a person inhibits his feelings and
emotions when he is surrounded by a social circle. These people feel disconnected with their
social acquaintances and feel hesitant in mingling with people (Oberst, & Wegmann, et., al.,
2017).
Social inhibition can also be termed as a shy personality but to a negative level. People with
social inhibition feel insecure among people and feel reluctant in sharing their opinions and
point of view with other people.
Primack, & Shensa, et. al. (2017) have stated in their research that presence of these two
behaviors in a single person show that he/she is a victim of type D personality. There are

12
multiple reasons that transform a person into a type D personality and all of these collectively
distract a person’s interest in his family, friends and peers (Qureshi, & Bhatti, et. al., 2023).
Type D personalities are always suffering from a feeling of distress and anxiety and don’t get
the courage to get involved with the people around them. Primack, & Shensa, et. al. (2017)
have claimed in their research that these people become an easy victim of social media
addiction because social networking platforms are the only places that keep them emotionally
and psychologically satisfied and contented.
1.7. Body image

Social media platforms are a part of everyone's lives nowadays. From a layman to a
politician, everyone is a social media user. When billions of people use social media,
unrealistic standards prevail and everyone tends to acknowledge them (Farooq Shah, S.,
Hussain, Aftab, & Rizve, 2021). These may be created by social media influencers or
celebrities. Body image can be either positive or negative. But what is body image?
Body image refers to how individuals perceive themselves. The thoughts feelings and
personal perception towards their body is called body image. How people see themselves, is a
mix of their skin color, body weight, their height, body shape, and features.
Body image can be perceived positively or negatively. It is dependent on what standards
people use to perceive their body image (Fabris, Marengo, Longobardi, & Settanni, M.,
2020).
Positive body image is the acceptance of one’s physical appearance just as it is. Without the
need for self-doubting, appreciating the way they look without giving undue attention to what
they are lacking or missing. As per Yurdagül, and Emirtekin, et al. (2019) person with a
positive body image has mental and spiritual peace because of their accepting attitudes
toward their bodies. They tend not to devalue themselves by giving undue focus to negative
thinking them (Farooq Shah, S., Hussain, Aftab, & Rizve, 2021).
Negative body image refers to the negative attitude that people have towards their physical
appearance and not appreciating the strengths and qualities they possess. People who have
negative body image are the biggest critics of themselves. According to Lopez-Fernandez
(2018) they provide undue attention to the negative aspects of their bodies. Hence, they are
not at peace and their mental health deteriorates.
Body images are the standards created by societal and cultural norms that are related to
beauty and attractiveness. They are regulated by internal and external factors which makes
them complicated and complex them (Farooq Shah, S., Hussain, Aftab, & Rizve, 2021).

13
1.8. Social Support

Bakhshi, Shamma, & Gilbert (2014) have mentioned in their research that social support can
be characterized as help that people get from their social networks in times of decision-
making or navigating life challenges. They can be either the provision of guidance,
information suggestions, or pieces of advice. As per Chua, and Chang (2016) people who
usually suffer from social media support tend to seek informational support from online
social applications once they find appropriate and trusted people. Social support can be given
in the form of emotional comfort and consolation (Saiphoo, & Dahoah, et. al., 2020).
Qureshi, & Bhatti, et. al. (2023) have mentioned in their research that there are lot of people
who need moral and psychological support from their parents, family and friends but
unavailability of this support leaves a gap in their personality. Every human being is gifted
with emotions and feelings that he wants to share with the people connected to him directly
(Raza, & Yousaf, et. al., 2021).
There are multiple situations in life when an individual feel stuck in complex situations where
they need prompt guidance and help from his fellow beings. Since childhood till the last day
of life, everyone needs attention, respect and a feeling of belongingness. Absence of these
feelings can develop negative behavior in them (Raza, Yousaf, et.al., 2021). This research
revolves around how the absence of social support can drag a person towards loneliness and
an addictive behavior.
According to Qureshi, & Bhatti, et. al. (2023) an alone person cannot spend a satisfied and
successful life because people always require advice, suggestions, appreciation and
consolation at various moments of life. Isolation imposes emotional distress and depression
in people and to get a relief from this state of life, an isolated person looks for a place where
it can hide from people around him (Saiphoo, & Dahoah, et. al., 2020).
Social networking sites give a better place for people lacking social support where they can
get connected to their kind of people and can make good memories with them. Social media
is a fake world of glam and glare where everyone present himself as the happiest and most
successful person despite of whatever be the reality (Saiphoo, & Dahoah, et. al., 2020).
Presence of social support in family gives a buffering effect to the people getting addicted to
social networking site because adequate social support can be a buffer against the negative
impacts of Type D personality (Salim, Rahardjo, and Tanaya, et al., 2017).
A connection has been developed between the type D personality people and those who don’t
receive social support from their parents and family. Both conditions develop depression and

14
anxiety among individuals because a feeling of being alone inculcates multiple negativities in
a person and social media addiction is on the top of the list nowadays (Salim, & Rahardjo, et.
al., 2017).

Social Media Addiction

Human beings are social beings that like to be linked and connected with each other and
social media has provided an easy approach to these social connections ---------------. The
social media platforms are very responsive and engaging because anyone can get prompt
response from his social media family for whatever they share on these platforms in the form
of likes, comment and shares. Another aspect of social media is that people take it as a source
of escape form their life problems and tensions. According to a survey, 62% of the
participants admit that they forget all their worries and stress while surfing their favorite
accounts and other activities on social media (Salim, & Rahardjo, et. al., 2017).
This shows that social media is more of a healer and a nice friend to the internet users.
According to the research of Qureshi, & Bhatti, et. al. (2023) approximately 210 million
people across the globe suffer from social media addiction.
Salim, & Rahardjo, et. al. (2017) have discussed in their research that there is always a past
history of the people who get addicted to anything. He further added that addiction is another
form of escaping from life tensions and loneliness. (Stevenson, & Williams, 2014). Social
media is a world that takes people to a fantasy life and relationships and disconnect them
from the real world and relationship. According to the research of Shang, et.al. (2017)
spending excessive time on any activity converts it into a form of negativity and same is the
situation with time spent on social networking sites. Simpson, & Manago, (2018) have
claimed that people get addicted to social media due to various reasons like sometimes they
get addicted on the peer pressure and social influence from family and friends. In this era of
internet technology, every individual has an easy access to smartphones, laptops and other
digital gadgets (Stevenson, & Williams, 2014).
Moreover, an uninterrupted approach to internet connectivity has also made social media
available 24/7 and with minimum expense (Stevenson, & Williams, 2014). It can be said that
social media is a full- time activity that keeps a person physically, emotionally and
psychologically connected with it. There is another aspect of social media addiction that
people waste hours and hours on these social networking sites and ignore other matters of
their life (Simpson, & Manago, 2018)

15
There are different researches that emphasize on the fact that various upsets in life, some
unfavorable conditions and sometimes excess of leisure time make people addicted to social
media (Stevenson, & Williams, 2014). The main focus of this research is how various
personality factors and behaviors make an individual social media addict and what is the
connection of these psychological determinants with each other. This research has also
revealed that how social media addiction has worsen the psychological ailments in people
and how these can be avoided.

16
Chapter 2

2. Literature review

Social media consists of platforms where billions of people, from different parts of the world,
communicate and share their daily life activities and events. It’s a place where people
exchange content they create, share, and discuss their daily life activities (Nie, Li, and Wang,
et al., 2019). It is a medium that enables users to transcend all the barriers that create isolation
among people (Phua, 2017). 3.8 billion people worldwide are “active social media users”,
according to Hootsuite (2020) data. These mainstream social media platforms emerged a few
decades ago. MySpace and LinkedIn were founded in 2003, Yahoo and YouTube back in
2005, and Facebook and Twitter (corporate versions) in 2006. Data from Hootsuite shows
that “almost 54 million people in Turkey are social media members (Hou, 2019).” The most
frequently visited social media platforms are YouTube, Instagram, WhatsApp, and Facebook
respectively (Wheatley & Buglass, 2019).
There’s no doubt that these platforms have helped humanity in a lot of ways, but at the same
time, it has made its users addicted to it (Wheatley & Buglass, 2019). While until a few years
ago this addiction was taken lightly, now, this addiction has shown a lot of detrimental effects
on human well-being. As per the research of Tiggemann & Anderberg (2020) staggering
number of researchers have claimed that excessive use of social media platforms has adverse
effects on not just individuals but society as a whole.
Normalization of its usage has given birth to an increase in the amount of addiction. Its
excessive use has caused disruptions in people’s daily life activities (Tiggemann &
Anderberg, 2020).
According to Nie, Li, and Wang, et al. (2019) addiction, by experts, is defined as the
continual use of mood-altering addicting substances or behaviours. People are addicted to a
lot of things. Some are addicted to binge eating, others are addicted to nicotine, alcohol, or
even their work. This addiction to social media has led its users to feel productivity loss along
with depression and anxiety (Seabrook, 2016).
Excessive use of social media also has some adverse effects on tourism (Kircaburun, and
Griffiths, 2018). Since everyone has a device in his hand, anyone can spread false
information about certain destinations or create a strong stereotype that spreads throughout
the tourism community as fire spreads on dry leaves. Aaccording to Holdoš (2017) since

17
there is no credibility to what is said, anyone can bash any tourism spot just because they
didn’t have a nice experience due to any reason.
As per Newby, and Penney, et al. (2017) it’s a well-established fact that human beings have
personalities. These differ from person to person. Several studies show that people with
certain personalities may develop addiction to social media easily, while others don’t. These
studies show the relationship between people with certain personality traits and their social
media addiction (Berscheid, 2017).

Figure 1 Social media addiction among adults’ stats

(Tiggemann & Anderberg, 2020)

It is generally noticed that college students heavily rely on internet facilities and social media.
They use the internet not just for academic purposes, but for shopping, texting, socializing,
and entertainment. As per the research of Sowdeswari. (2021) this leads them to become
addicted to social media and waste hours scrolling and the academic work for which they
needed the internet was pushed behind their backs.
Newby, Pitura, and Penney, et al. (2017) have researched that people from undeveloped
regions are also becoming users of social media in insane amounts. If we take the example of
countries such as India, which are in a state of rapid development, not only their living
standards changing but also their lifestyles are being changed. According to Tiggemann &

18
Anderberg (2020) a household that never had a TV set now has more than 2 mobile devices
with internet facilities. This on the one hand has brought up a dynamic change, on the other
hand, addictions to electronic devices and the internet are also caused by it (Oberst,
Wegmann, and Stodt et al., 2017).
As shown in figure 1, people are more addicted to Twitter and FaceBook as the stats show
53% are addicted to Twitter and 49% to Facebook (Tiggemann & Anderberg, 2020). 45%
people are addicted to YouTube and Snapchat and they use these platforms to share their
daily life experiences and thoughts through attractive photos and videos.
Researchers have gathered the statistics of these addicts and noticed a similarity in the
personality traits of such people (Phua 2017). They share common characteristics and have a
similar personality structure. They also studied the difference between addicted and non-
addicted people’s behaviors, characteristics, and personality traits (Prizant, and Shechner, et
al., 2016). Moving forward, we will discuss each aspect in detail.

2.1. Addiction

Excessive use of social media and social media addiction are two topics that we need to
slightly differentiate. Saiphoo, Dahoah, and Halevi, et al., (2020) have mentioned in their
research that a person may use social media excessively but may not be addicted. The term
addiction is coined when certain behaviors are shown. A person who spends 8 to 9 hours on
social needs necessarily not be an addict. He may have a job that demands his presence on
social media running a business on any social application. Seabrook (2016) called them an
addict in his research study just because of their usage. According to Phua (2017) addiction is
determined when the usage of something has effects that are harmful or detrimental to the
person's well-being.
A s per the research of Abeele, Antheunis, & Schouten (2016) the first and the most basic
criterion is that the addict uses social media in abundance. If the user spends more than
enough time than he initially wanted then we can say that he has an addiction problem. He
first tended to spend just half an hour but then ended up spending hours. The inability to
constraint himself from using social platforms under 3 hours is when you may feel that
addiction has kicked in (Salim, Rahardjo, and Tanaya, et al., 2017).
An addict has his mind preoccupied with thoughts of jumping on his desired social media
apps. Salim, Rahardjo, and Tanaya, et al. (2017) have claimed that his thoughts inhibit him
from the usual productivity levels. He constantly thinks of what to post, and how to reply to

19
someone who texted him. Anxiety and anxiousness make him feel restless. If someone feels
these, he may consider himself an addict.
Researchers by Abeele, Antheunis, & Schouten (2016) claimed that an addict neglects his
responsibilities and procrastinates. His productivity and efficiency levels are reduced and all
he wants is to get back to the thing that soothes him and that is what he is addicted to.
An addict of social media according to studies, like any other addiction, feels the withdrawal
effects Simpson, and Gaggi, et al. (2018). He gets easily irritated and has frequent mood
swings if he doesn’t access social media from time to time. If these reactions are observed in
someone, then we can call them addicted to social media (Al-Menayes, J., 2015).

2.2. Personality Traits and Addiction

By referring to the research made by Adorjan, M., & Ricciardelli, R. (2021) on people with
addiction and their personality traits we can agree on a few things. Any type of addiction
comes easily to people who somehow have similar personality traits. Researchers have
studied how addicted people show similar characteristics. Social media, similarly, makes
those people addicts who constitute these personality traits.
As per Shang, and Wu, et al. (2017) People who are generally extroverted in nature can be
easily addicted to social media. Their extraversion makes them share and communicate
frequently. They have an energetic approach towards society. They aim to build new
relationships and socialize as much as they can because it’s a source of energy for them.
Stevenson, and Williams (2014) have mentioned that they are open to new experiences and
have high levels of imagination. They are curious and have a spark of originality in their
thinking. These people often prefer to stay active more than is required and often develop
addiction without sensing it (Adorjan, M., & Ricciardelli, R., 2021).
People who generally are high in neuroticism are prone to be addicted to such social media
platforms. They are characterized by their emotional instability and negative perspective in
their thinking (Wegmann, Oberst, and Stodt, et al., 2017). Social media is nothing but a
coping mechanism for them. That is why they may show the effects of withdrawal if they
don't access social media frequently.
Lack of discipline and conscientiousness is also generally associated with people who are
addicted to social media (Adorjan, M., & Ricciardelli, R., 2021). They don't have proper self-
discipline in their daily routine, are poor time managers, and end up using social apps more
than they tend to. People with high levels of conscientiousness are goal-oriented, cautious,

20
and plan everything in advance. These people don't easily get addicted but the people who
have the opposite nature are who show addictions (Tiggemann, & Anderberg, 2020).
According to Andreassen, Billieux, Mazzoni, & Pallesen (2016) there is limited research to
this but people who are high in ambition but lazy may also develop addictions easily. Due to
their high and mighty ambitions but little to no motivation and drive, they tend to
procrastinate and become addicted to social media platforms, spending insane amounts of
time just scrolling.
Another aspect mentioned by Andreassen, and Billieux, et al. (2016) is agreeableness is also
a personality that is linked with someone who easily gets addicted. Although there is limited
research on it, studies claim that people who easily trust and show compassion and empathy
towards others are prone to becoming addicted to social media. Adorjan, M., & Ricciardelli,
R. (2021) stated that they have strong feelings toward others and are considerate about their
environment.
It’s important to understand that addiction is something serious and complex phenomenon.
However, researches show a correlation between addiction and certain personality traits that
we have discussed.
The following table has depicted that which gender uses social media, a research results on
the basis of social media platforms used frequently;

SOCIAL MEDIA FEMALE USERS % MALE USERS %

PLATFORMS
Snapchat 60% 40%
Facebook 44% 56%
Instagram 57% 43%
Twitter 32% 68%
TikTok 59% 41%
YouTube 45% 55%
Pinterest 78% 22%
(Shah, Hussain, 2021)

The above- mentioned table has displayed the percentage of both gender and different social
media platforms where they spend most of their time. It has become obvious from the above
table that female social media users are more active on most of the platforms. When it comes

21
to classifying the type of social media platforms they are using, it is clear that female users
like to spend more time on platforms where they can share their photos and videos while
male users are more active on the platforms that are informative and hold entertainment
related to different aspects of life (Shah, Hussain, 2021). 68% of male users are using twitter
which is a platform to share personal views, news and opinions on some incidences and
events (Gioia, & Griffiths, ET. AL., 2020).
This platform is not used specifically to share personal photos and daily life videos (Fabris,
Marengo, 2020). On the other hand, Pinterest has received 78% user percentage from the
female users which is amazingly high as compared to male who show a percentage of 22%
only (Fabris, Marengo, 2020). Pinterest is a social media site that is popular for its content
i.e., photos and videos related to lifestyle, personal grooming and others and female users are
an active participants there which shows that women are more concerned about their looks,
appearance, and body image and want to get appreciated and praised from others (Hou, &
Xiong, et. al., 2019).
After seeing these stats, an assumption can be made that female can become an easy victim of
social media addiction because they spend a relatively higher amount of their time on these
platform (Hou, & Xiong, et. al., 2019). However, the presence of male on social media
platforms and frequency of time they spend there can never be ignored.
2.3. Type D Personality and Social media Addiction

To further elaborate the concept behind personality types specifically type D and social
media addiction, more insight into the personality trait of this group of people is required
(Yurdagül, and Emirtekin, et al., 2019).
Relating social support factor with type D personality people, it can be stated that individuals
with type D personality who feel reluctant in connecting directly with their family and friends
and keep a distance from their social relations prefer to get social support from their social
media social circle (Yang, and Lee, 2020).
These people don’t feel comfortable in getting social support from their parents, siblings or
friends but from their social networking sites connections. Argyrides, and Kkeli (2013) stated
that individuals who lack emotional support from their surroundings often tend to find it on
social channels.
In contrary to this, lack of social support in the Type D personality people can aggravate the
effect of this personality attributes on social media addiction (Salim, Rahardjo, and Tanaya,
et al., 2017). A problematic connection between type D people and social media is

22
investigated among those who are always in search of social support on social media
platforms instead of finding them in their own family and friends (Wegmann, & Stodt, et al.,
2017).
Another significant element of social support is the quality of support that people receive
from social media. Wegmann, & Stodt, et al. (2017) have explained it by stating that if the
nature of support received from social media platforms is superficial and unsatisfying, it will
increase the chances of getting more addicted to social media. On the other hand, if the social
support received from family and friends is positive and impactful, the social media user will
not get addicted to these social networking platforms (Wegmann, & Stodt, et al., 2017). A
clear difference can be seen in both cases, receiving emotional support acts as a buffer and
also as a tool for social media addiction.
2.4. Social Support and Social Media Addiction

Numerous studies reveal that there may be a correlation between social support and social
media addiction. It has two effects on people. It either reduces the intensity of addiction or
increases it. It is highly dependent on physical/real-world social support and online/virtual
social support. Before discussing how it affects addiction, we need to understand what is
social support (Andreassen, Billieux, Mazzoni, & Pallesen, 2016).
Social support is the comfort and interpersonal support that they receive from their families,
relatives, friends, etc. It’s the knowledge and the belief that people have that they are loved,
cared for, and valued. That they belong and that people love them. Social support
encompasses several types of support (Adorjan, M., & Ricciardelli, R., 2021).
Emotional support inculcates feelings of acceptance and validation. A sense of belonging and
a sense of being valued. It’s noticed that individuals who receive emotional support from
relatives, friends, and relatives have less chance of developing addiction to social media.
Since their need for emotional support is fulfilled at home and surroundings, they don’t see a
need to seek validation from online social platforms (Yang, and Lee, 2020).
Instrumental support revolves around the tangible and real practical assistance received from
social networks (Bakhshi, Shamma, & Gilbert, E., 2014). This assistance includes support
that is provided either by technological use, time management, or professional help. This has
a positive effect on people who struggle with social media addictions. Those who don't
receive adequate instrumental support from their surroundings tend to find it online and that
is what makes them addicted to online social platforms (Adorjan, M., & Ricciardelli, R.,
2021).

23
In general, when social support from people’s social networks decreases, they tend to
befriend people from around the world on social media platforms to share their problems
share their life activities and events (Yurdagül, and Emirtekin, et al., 2019). Addiction arises
when people go in search of such support. In short, an increase in such social support reduces
the intensity of addiction, and lacking it proves a source of social media addictions (Fabris,
Marengo, and Settanni, 2020).
2.5. Body image Perception and Social Media

Where social media has provided us with numerous benefits, there are negative aspects as
well. We now accept that there are majorly two worlds we are living in. One is the physical
world and the other is the virtual world (Gioia, F., Griffiths, & Boursier, V., 2020). A couple
of decades ago when social media was that mainstream, the body image standards were
influenced by TV commercials and magazines. Only people with access to those were
influenced by the standards that the industry was setting in (Yurdagül, and Emirtekin, et al.,
2019).
After the arrival of social media, everyone has a say in every topic. Now that there are more
than 3.8 billion social media users, everyone is aware of what an acceptable body image is
(Gioia, F., Griffiths, & Boursier, V., 2020). People have different perceptions of their body
image and that is influenced by the current trends and contents that they consume.
Unrealistic standards are portrayed on social media and endorsed by international celebrities
whom everyone follows. These standards are fake and just an illusion, created by the trickery
of camera and editing techniques.
Lopez-Fernandez, O. (2018) stated that this gives birth to the need to compare and criticize
and often leave people with a feeling of inferiority.
Miladi, N. (2016) mentioned in their research that influencers and celebrities set unrealistic
ideals to which people start comparing themselves. This leads people to feel dissatisfied with
their body image and in return reduces their self-esteem. When these unrealistic standards are
not found in people in real life, people start to body-shame each other. Harassment increases
in society and bullying prevails (Miladi, N., 2016).
Studies have found that teenagers and younger users of social media are becoming victims of
depression because they are dissatisfied with their body image (Gioia, F., Griffiths, &
Boursier, V., 2020). The filter and photoshop culture enable users to perceive themselves as
something they are not. When in real life they compare themselves with their online

24
personalities and bodies they develop an inferiority complex. This leads to mental health
problems such as anxiety depression and low self-esteem (Pontes, H., 2017).
Another interesting fact about social media addiction and body image among the people
aging between 18- to 25 is that they are well aware of the negative aspects of getting addicted
to social media. These people are categorized in the Gen Z group who are the most active age
user group present on social media. Hou, & Xiong, et. al. (2019) have explained in their
research that Gen Z are the people who can easily develop a negative perception about their
body image after getting addicted to social media. The major focus of our research is also
University students who belong to Gen Z group. The perception of their body image is clearly
depicted in the following figure;

Figure 2 Opinion of Social Media users about their body mage

(Hou, & Xiong, et. al., 2019)

As shown in the figure 2, social media users belonging to both genders give their perception
about their body image on social media. The general impression that can be seen from the
above figure is that social media users know that social media platforms represent a fake
world of filters and glare. They admit that after watching the photos and images of celebrities
and other fellow beings they feel bad about their own appearance because they are always in
a state of comparison. Krieger, M. (2019) have stated in their research that social media users

25
find it more important to look attractive and prettier on their social media platforms than in
real life and this can be seen from the above image. 48% of female and 44% male confess
that looking more appealing on social media is of more significance to them (Hou, & Xiong,
et. al., 2019). 63% of the female users admire other people’s beauty and wish to look equally
beautiful on these platforms (Monacis, & Palo, 2017).
According to the research of Fernandez (2018) this kind of comparisons and dissatisfaction
about personal looks and appearance creates distress and depression among the social media
users. This state of anxiety and dissatisfaction develops multiple psychological issues in
people and becoming a type D personality is one of these ailments (Pontes, 2017).

2.6. Maladaptive Coping Strategies to Mitigate Social Media Addiction

Negative affectivity and social inhibition which are the consequences of social support in
Type D personality users results in a situation where social media user refers to adapt a
maladaptive coping strategy like unnecessary use of social media. This kind of coping
strategy may give short time relief from loneliness and stress but as directed by the research
of Shang, and Wu, et al. (2017) it can never give long- lasting satisfaction. This short-term
relief perpetuate the social media addiction cycle and give worse results.

2.7. Body Dissatisfaction in Young Adults and Social Media Addiction

“Around 80% of women say that feel insecure about themselves when compared with images
they see on social media.” (Pontes, H. M., 2017).
This was revealed in a survey that People Magazine conducted. It demonstrates the power
and influence that social media holds. Unrealistic ideals that have been set have detrimental
effects on people’s perception of their body image.
“70% of young adult women claim that they feel negatively influenced by the magic of these
retouching and photoshopping apps.” (Qureshi, Bhatti, & Khoso, 2023).
With the surging amount of camera filter apps, people are being made fool of themselves.
These apps change their face structure and features into ideal standards set by society.
When young adults see themselves as they are, they feel inferior and opt to undergo plastic
surgery to enhance their features (Hou, & Xiong, et. al., 2019)
This is something alarming that is being penetrated in our society with the help of social
media. Excessive use of social media among young adults is leading towards eating disorders
and negative body image concerns.” (Qureshi, Bhatti, & Khoso, 2023).

26
A survey conducted by the University of Pittsburgh revealed this. The easy access of social
media by young adults with their soft and immature minds has led to eating disorders. When
they see the tinny waists and extremely petite bodies of these supermodels, they tend to eat
less and less and eventually go towards the extreme that is anorexia. It is an alarming
situation for the regulators (Yang, and Lee, 2020).
“40% of men have confessed that they like to see idealized images of male bodies on the
Internet.” (Satici, B., Kayis, & Griffiths, 2023).
This was a study conducted by Satici, B., Kayis, & Griffiths (2023) that why would men like
to see idealized male bodies? It is because they don't accept and appreciate the way they are
but idealize something that is sometimes unachievable naturally. These fitness models inject
themselves with testosterone and pump their muscles to the max. Record-breaking reports
have been made on the deaths of bodybuilders due to improper use of steroids (Salim,
Rahardjo, and Tanaya, et al., 2017).
2.8. Theoretical Framework

More in-depth understanding of personality traits is required to develop a relationship

between social media addiction, type D personality, social support and body image. The
theoretical framework developed for this research revolves around the existing theories that
can well describe the variables created for this research. Later the conceptual foundation of
this research will be built on the basis of these variables.
2.8.1. Trait theory

Traits are what determine the personality of a person. It is an indication of behaviors and
feelings that a person may show according to his personality traits. These are the patterns of
habits that remain somewhat constant and stable over periods (Stevenson, and Williams,
2014). Since they are the regulators of one’s behavior and reactions, they differ from person
to person. Each individual has his personality traits. Some may have similar traits them
(Farooq Shah, S., Hussain, Aftab, & Rizve, 2021).
How one will react to a specific stimulus is determined by the personality traits he holds.
They are the very essence of one’s personality. Theorists have divided traits into two
subcategories. Mainly into two categories: central traits and secondary traits. Central traits are
comprised of traits that are common and basic and from the main structure of an individual
personality. Secondary traits, on the other hand, are rare and can be seen under specific
conditions and certain situations (Satici, B., Kayis, & Griffiths, 2023).

27
Every person is born with certain traits that are shaped according to the environment they
grow in and experience. Socioeconomic background, upbringing, and education may also be
a source that makes a person either polish his traits or develop some negative traits.
Each trait has a biological foundation (Stevenson, and Williams, 2014). They are grouped and
generalized into a few divisions. Theorists have studied them in depth and found that
everyone has a few biological traits that form the basis of their personality. These traits may
be in abundance or scarcity. They may be positive or negative (Seabrook, EKern, & Rickard,
2016).
Eysenck back in 1947 identified three basic traits that form the personality of each individual.
He named them as a PEN model. They were extraversion and introversion, neuroticism, and
psychoticism. They will be discussed in detail in the next section. To further address these
traits described in the PEN model, he later developed the Eysenck Personality Questionnaire.
2.8.2. Big Five personality traits – Five-Factor model

Figure 3: 5 Factors model theory

(Prizant, and Shechner, et al., 2016)

Theorists suggest that a personality is constituted by numerous different characteristics.

These form the basis of a person's personality and indicate his behavior and reaction under
certain specific situations (Prizant, and Shechner, et al., 2016). The personality traits are
divided under the umbrella of five different dimensions that are known as the Big Five
personality traits (Seabrook, Kern, & Rickard, 2016).

28
They remain the same irrespective of changes in gender, age, or social or ethnic background.
People may be on the right or the opposite side of these traits but they all fall under the same
umbrella. These traits are known by the acronym ‘OCEAN’. They are; openness,
conscientiousness, extraversion, agreeableness, and neuroticism (Satici, Kayis, & Griffiths,
2023).
According to Wegmann, Oberst, and Stodt, et al. (2017) these were developed with the help
of personality questionnaires and their factor analysis. They are universal and the same
anywhere in the world. They are valid and reliable and remain relatively stable throughout an
individual’s life cycle. (Fabris, Marengo, Longobardi, & Settanni, M., 2020).
Openness is the measure of a person’s willingness to be open to new experiences and
challenges. They elaborate on the creativity and imagination levels of an individual. Open-
mindedness is also associated with openness and a person with an abundance of this trait is
referred to as curious, creative, and original.
According to Satici, Kayis, & Griffiths (2023) conscientiousness is linked with the person’s
ability to be goal-oriented and orderliness. A person having conscientiousness has control
over his impulses and is usually a good planner. They have a strong work ethic and have self-
discipline.
Extraversion is referred to as how sociable and expressive a person is. They derive energy
from human interaction. They are outspoken and full of confidence and good interpersonal
skills. This trait can be characterized as the force that drives a person to get out of his comfort
zone and interact with their surroundings. As per Satici, Kayis, & Griffiths (2023) person
with an abundance of extraversion traits is characterized as talkative outgoing confident etc.
Agreeableness is a trait that enables a person to sympathize with his surroundings and
fellows. It defines the measure of being friendly, kind, and vibrant. The people who have this
trait are often helpful, good-natured, caring, and trusting (Yurdagül, and Emirtekin, et al.,
2019).
Yang, and Lee (2020) have further explained this by stating that neuroticism is a trait that
determines the stability of one’s emotions and self-control. People who are in neuroticism
dimensions are often characterized as insecure, anxious, nervous, etc.
These traits can be determined in a person’s personality by conducting questionnaires that are
prescribed by the theorists. These traits are what develop the personality of a person (Prizant,
and Shechner, et al., 2016)

29
2.8.3. The Impact of Five Personality Traits Influencing Habitual Social Media Usage

Each trait has its influence over people and their behavior (Prizant, and Shechner, et al.,
2016). In the context of habitual social media usage, we will see how the presence or absence
of these traits makes a person addicted to social media usage.
Openness is a trait that makes a person daring and welcoming of new challenges and journeys
(Tiggemann, & Anderberg, I., 2020). This trait enables them to be confident and brave. It is
found that people with an abundance of openness in their nature tend to prefer internet
interactions because social media enables them to meet new people, communicate, and share
their stories and events with them. This signifies that people who are highly open-minded and
outgoing tend to be habitual users of social media platforms (Satici, Kayis, & Griffiths,
2023).
Conscientiousness, as discussed above, is a trait that makes a person goal-oriented and focus-
driven. They never tend to lurk out of their commitments and are highly self-disciplined.
They are cautious and organized. Prizant, and Shechner, et al. (2016) have mentioned that
these people who are academically focused and high achievers, tend to be more habitual
social media users than people who have this trait in scarcity (Tiggemann, M., & Anderberg,
I., 2020). They prefer social media interactions to be beneficial, hence they spend staggering
amounts of time on social media apps.
Extraversion is the trait quality that makes a person outgoing and seeking human-to-human
connections. They derive energy from these connections. It is found that people with a high
abundance of extraversion are likely to be habitual users of social media platforms. As they
love to build new connections and are conversation starters and lovers. Due to this they seek
human interactions through social media apps and are likely to share and discuss their daily
life activities and build a community (Saiphoo, Dahoah, and Halevi, et al., 2020). They are
likely to be addicted to these social platforms.
Agreeableness is defined as the trait that enables a person to feel empathy for others
(Kircaburun, 2016). They have a positive attitude and are team players. It is found that they
too are habitual social media users. This trait makes people more willing to use the Internet
because they like communication and maintaining healthy relationships with others
(Yurdagül, and Emirtekin, et al., 2019).
The trait neuroticism makes a person have low emotional stability, they often have a negative
attitude and approach towards daily interactions (Wheatley, & Buglass, 2019). People with a
high abundance of this trait are anxious and nervous and this is what makes them habitual

30
users of social media platforms, since they are insecure and have less self-control, they tend
to hop back on social media again and again.
The theory of social support is derived by Sheldon Cohen which highlighted the main issue
of dependence on social support and its impact on individual personality. Social support is
actually the help, emotional and psychological guidance and assistance an individual need to
keep his life satisfied and contented. According to Cohen the social support can be further
classified into four main types as discussed below;
2.9. Emotional Support

Emotional support is the basic need of every individual which he/ she expects from his
immediate family, friends and peers. This involves a gesture of love, care and concern which
ultimately gives a feeling of empathy and security to the person. According to Pontes, H.
(2017) every human living in a social circle requires appreciation and emotional attachment
from the people around him because it gives them comfort and reassurance that they are
important for someone. Primack, & Shensa (2017) have mentioned in their research that
every human being wants to be loved and being valued by the people connected to him.
2.9.1. Instrumental Support

This support refers to the tangible support an individual can get from his near and dear ones.
This tangible support can be monetary help, materials or helping with chores in the time of
difficulty. Qureshi, & Bhatti, et. al. (2023) have stated that a person cannot live in isolation
because he needs someone’s help and togetherness from his social circle.
2.9.2. Informational Support

As the name reflects, this support is required when a person needs some advice, suggestion or
recommendation before working on something important. Addressing the problems that
surrounds a person also need informational support. According to Qureshi, & Bhatti, (2023)
every individual needs a piece of advice or suggestion while he has to take some decision.
Sincere advice or suggestion from a trusted person can ease the process of decision making
for the individual.
2.9.3. Appraisal Support

Appraisal is another kind of appreciation and affirmation that a person needs for self-
evaluation. This kind of support comprises of constructive feedback, a consolation statement

31
from someone you value because these small gestures are of great value to make someone
feel proud and confident about his personality (Raza, & Yousaf, et. al., 2021).
The theory of social support emphasizes that this kind of supports encourages the individual
to fight against the negative and adverse impacts of negativity and depression. Relating the
theory of social support to social media addiction specifies that emotional and appraisal
support are usually expected from the immediate family members like siblings and parents.
After them a person finds this social support among his social circle. Seabrook, & Kern, et.al.
(2016) have claimed that absence of social support can drag a person towards loneliness and
anxiety.
A person without social support lacks confidence in his personality and looks for other places
to get this support like the social media platforms (Raza, & Yousaf, et. al., 2021).
It has been proved by Raza, & Yousaf, et. al., (2021) excessive use of social media in search
of social support can lead to addiction and getting disconnected from family and friends. An
individual who gets emotional and appraisal support from someone on social media platforms
gets it at the expense of personal experience of face-to-face interaction and personal growth
(Raza, & Yousaf, et. al., 2021).
Similarly, when an individual seeks informational support from social media platforms, he
gets surrounded with abundance of information and suggestions which usually leads him to
anxiety and more confusions (Lovibond, & Lovibond, et. al., 1995). All these factors leave a
negative impact on human’s mental and psychological health and ultimately turns him into a
psychologically disturbed personality like Type D personality people. This theory has clearly
depicted the significance of social media usage and negative impacts of social media
addiction.
2.10. Social Comparison Theory

This theory was formulated by Festinger in 1954 which stated that people determine their
own life and personal worth based on what they stack up against the people around the globe.
As the name suggest, social comparison theory discusses the impact of a continuous
comparison of one's life with others which further causes stress and personality discomfort
(Lovibond, & Lovibond, et. al., 1995). One of the forms of comparison is upward comparison
where a person compares his life, social status, family background and physical appearance
with someone they feel superior to them. The feeling of being inferior to someone takes a
person to the state of inadequacy and lower self- esteem (Raza, & Yousaf, et. al., 2021).

32
2.11. Self- Discrepancy Theory

This theory was made by Higgins in 1987, which stated that every individual has three self
domains i.e., what they are actually, what they idealize to be and ought self (Raza, & Yousaf,
et. al., 2021). The difference between what a person actually looks like and what he idealizes
to be looked or how he assumes that he should look takes a person towards extreme level of
psychological distress. These psychological distresses mean becoming a victim of anxiety,
depression and facing low- self- esteem (Qureshi, Bhatti, et. al., 2023) Psychological distress
often leads to eating disorders like binge eating disorder and obesity.
2.12. Social Comparison and Self- Discrepancy Theory and Body Image

Social media addiction in lieu to assess personal appearance with those on social media
always lead to distress and anxiety. As ascertained by Raza, & Yousaf, et. al., (2021) in their
research, people have made social media a source of posting their real and filtered pictures to
get appreciation from their Facebook and Instagram friends and followers. Qureshi, Bhatti, et.
al. (2023) have claimed in their research that this kind of people are actually a victim of self-
actualization and admire their own self. Whereas, the other distressed people who are
comparing their body image and appearance with these people get more distressed and
insecure.
People are usually feeling a kind of pressure from their inner- self to present themselves like
they see other people on social media platforms (Qureshi, Bhatti, et. al., 2023). They assume
that if their looks are below the societal standards, they will receive rejection from others
which further declines their self- esteem.
Satici, & Kayis, et. al. (2023) have highlighted in their research that today people are much
inspired by celebrities and influencers who are promoting a specific body type and lifestyle
among their followers. people who are following these influencers and public figures actually
intensify their feeling of inadequacy and discontentment.
Satici, & Kayis, et. al. (2023) have mentioned another impact of social media addiction that
people on this social media addiction of the receive negative comments from others for their
physical appearance. This kind of cyber bullying creates mental disturbance and anxiety and
become a victim of inferiority complex. By perpetuating unrealistic beauty standards and
fostering environments for constant comparison and validation, social media can exacerbate
negative body image and contribute to psychological distress (Primack, & Shensa, 2017).
All the above- mentioned theories have clearly identified the significance of social support,
body image and type D personality and has unveiled their connection with social media

33
addiction. According to Satici, & Kayis, et. al. (2023) all these three factors leave drastic
impact on human psychology and drags a person towards social media addiction.

2.13. Conceptual Framework

A conceptual framework is developed for this research thesis to investigate the relationship
between Type D personality, social support, body image and social media addiction among
youth. A detailed overview of all the constructs of this research is required to understand that
how these relationships can help in making effective strategies to eliminate the negative
impacts of social media addiction among adolescents.

2.13.1. Constructs and Variables Development

 Type D Personality
Type D personality is an individual’s tendency towards social inhibition and various
researches has created a risk factor between these personality people and social media
addiction (Shang, and Wu, et al., 2017). The current research has made an effort to
investigate the relationship between Type D personalities and chances of getting
addicted to Facebook, Instagram, YouTube and other social networks. According to
the research of Yang, and Lee (2020) usually people with type D personality prefer to
remain isolated from their immediate family members and friends and get much
involved to their mobiles and have a very high watch time.
Type D personality people are often reported that they can’t stop themselves from the
inappropriate and long hours usage of social networking site (Oberst, Wegmann, and
Stodt, et al., 2017). This kind of behavior where the social network user spends long
hours on internet has to face adverse consequences like dysfunctionality in their
social, mental and emotional wellbeing.
Kircaburun, and Griffiths (2018) have predicted that social media addiction is a sub
type of behavioral addiction which can be reflected clearly in the person’s behavior.
The behavioral changes may include mood swings, decline in tolerance level,
withdrawal symptoms and sometimes the conditions get more severe and resulted in
suicidal attempts (Simpson, and Gaggi, et al., 2018). As far as Type D personality is
concerned, researchers and psychologists represent type D as the distress personality
because these people often experience increased negative emotions against various
situations.

34
 Oberst, and Stodt et al. (2017) claimed that the problem with type D people doesn’t
end here, rather it gets severe when people with this kind of personality revoke
themselves from sharing their feelings and emotions with their family and friends. As
a result, they get poor health status like becoming a victim of anxiety, stress and
depression (Newby, Pitura, and Penney, et al., 2017)

2.14. Relationships between Constructs

2.14.1. Relationship Between Type D Personality and Social Media Addiction

Another research study by Nie, and Lei (2019) have revealed that not only the
personality type but also the features of different social media platforms become the
factors that cause social media addiction. Social networks and different platforms
allow people to make their profiles public and share their life experiences and photos
with their social media family. People are allowed to pour their thoughts and ideas at
these networks which often develops inferiority complex among others (Nie, Li, and
Wang, et al., 2019).
According to the Poor- Get- Richer hypothesis, those who feel unhappy with their
lifestyles and social status get more complexed and prefer to get disconnected from
the entire world (Oberst, and Stodt, et al., 2017).
Type D personality people find refuge in living their dream life by looking at other’s
life shared at social media and idealize their lifestyle. Kircaburun, and Griffiths
(2018) have stated that getting dissatisfied from one’s own life after being inspired by
others, develop more critical problems in their mind and worsen their personality.
Research by Wegmann, and Stodt, et al. (2017) have also added by stating that 20%
of healthy people and 25% of those who have been diagnosed with CHD have type D
personality and these people are comparatively more in ratio who got addicted to
social media (Yurdagül, and Emirtekin, et al., 2019).
Yang, and Lee (2020) have explained in their research that Type D personality
individuals and less expressive and lack confidence to communicate face-to-face with
their friends and family. they have difficulties in controlling their excessive emotional
expressions which keep them confined in to their own self because they fee un
comfortable in connecting with their social relations (Yurdagül, and Emirtekin, et al.,
2019).

35
 These types of people are more likely to become a social media addict because they
want to escape social interactions in the actual world (Yang, and Lee, 2020).

2.14.2. Identifying the Relationship between Body Image and Social Media Addiction

Wheatley, & Buglass (2019) have discussed the relationship between the independent
variable body image with dependable variable social media addiction and have considered it
as multifaceted and complex which involve various psychological, social and cultural
dimensions. As mentioned before, the social comparison theory identifies that social media
platforms like Facebook, Snapchat and Instagram are visual- centric and their main content is
just sharing of personal photos and videos (Yurdagül, and Emirtekin, et al., 2019).
Excessive exposure to attractive photos featuring pretty models, celebrities and good-looking
influencers enforce the viewer to compare his/ her personal appearance, body features and
looks with these people. The result is usually the same that people with normal body type and
features feel suppressed and lose their confidence when they compare their own personality
with these influencers.
According to the research of Seabrook, Kern, et. al. (2016) people who feel inferior get
involved in making every attempt that can change their body type or looks. This activity give
rise to negative body image and sometimes lead to body dysmorphic disorder. Yurdagül, and
Emirtekin, et al. (2019) have identified a hidden truth about showcasing attractive photos and
videos on social networking sites by stating that advancements in internet technology has
developed various filters and phot- editing tools that make a photo hundred times more
beautiful than the actual personality (Yurdagül, and Emirtekin, et al., 2019).
These kinds of photos are actually fake in nature but they grow a feeling of deprivation
among the viewers who perceive themselves ugly or not good looking. These people often
face body shaming and degradation from their family, friends and peers which develops
detachment from the society in them. Such kind of people prefer to spend most of their time
on the virtual world of social media to avoid negative comments and criticism from the
society (Yurdagül, and Emirtekin, et al., 2019).
This kind of dissociation from the family and society propagate social media addiction in
them. So, the relationship between social media addiction and body image is quite common
and an unavoidable truth in our society.
The above- mentioned facts have led the foundation of the conceptual framework of this
research which can be exhibited as in the figure below;

36
A Conceptual diagram illustrating relationship of variables with each other is displayed
below;

Figure 4 Conceptual framework

The above- mentioned conceptual framework of this research variables has depicted the
relationship between variables. According to this mapping type D personality people show
high level of social media addiction because of their nature of developing negative emotions
and social inhibition. These people always want to hide from their immediate family and
friends and prefer to involve themselves in social media platforms (Yurdagül, and Emirtekin,
et al., 2019).
The research mapping has also depicted a relationship between type D personality and body
image. It is researched by Bayer, & Ellison, et. al., (2016) that type D personalities often
believe in a more negative body image because they are socially inhibited and possess
negative affectivity in their nature.
The conceptual framework has also unveiled the relationship between body image and social
media addiction. As mentioned by Chambers, D. (2013) individuals with a negative body

37
image tend to escape from this reality and want to take the support of social media for an
immediate escape. In order to forget their negative body image and body shaming they might
be receiving from friends and family, these people get more connected to social media
platforms which ultimately leads to addiction (Chambers, D., 2013) The research has implied
to investigate that if an adequate amount of social support can help an individual in getting
rid of social media addiction. As discussed by Chua, & Chang, L. (2016a) individuals who
receive strong social support from their parents, family and friends usually don’t need to get
addicted by social media even if they have possessed a type D personality (Cash, 2000).

2.15. Aims and Objectives of Research

Due to the lack of available research on social media addiction among type D personality
people and life satisfaction, the basic objective of this research is to investigate the excessive
usage of social media and its relationship with the degree of life satisfaction, personality type
and difference in the age group and gender on a broader aspect. Another objective of
conducting this research is to explore all the factors that contribute to social media addiction
and eventually leave devastating effects on individual’s life who are in search of social
support. Research has shown that every individual is affected in a different way by the
internet addiction depending on the social media sites they use more. By unraveling the
complicated interplay of different dimensions of youth’s life, this research aims to explore the
following;
 To explore the impact of type D personality people on their psychological distress,
body image dissatisfaction and interpersonal relationships in youth
 To examine the level of social media addiction and duration of time spend on
Instagram and snapchat sites
 To identify the relationship of psychological distress, body image dissatisfaction and
interpersonal relationships in internet addicted youth
 To explore the gender difference in terms of Body image dissatisfaction,
psychological distress, Interpersonal relationships and social media addiction among
type D personality holder
 To unveil the relationship between different psychological disorders like type D
personality, body image perception and social media addiction.
 To investigate the moderating role of social support in eradicating social media
addiction

38
2.16. Research Questions

On the basis of research aims and objectives of this research, following research questions are
developed to investigate the issue under discussion;
1- What are the predominant individual traits like type D personality, psychological
distress, body image and coping mechanism are directly linked with social media
addiction among youth?
2- How do type D personality user’s interpersonal relationship, social interaction, family
dynamics and their perception of social support contribute to develop social media
addiction among teenagers?
3- In what different ways the compulsive use of social media platforms affects the life of
university students in Rawalpindi?

To achieve the targets of this research, four hypotheses are formed keeping under
consideration the variables created for this research. The hypothesis are mentioned below;

Hypothesis 1:
H1: There is positive link between type D personality and social media addiction.
H2: There is positive link between social support and social media addiction.
H3: There is positive link between body image and social media addiction.

39
CHAPTER 3

3. METHODOLOGY

This chapter has depicted the methods employed to complete this research study and the
research design adapted. Besides the research design, instruments used to collect data, data
collection procedure and assessment procedure for the variables has been elaborated here.
Description of the pilot study is also mentioned along with ethical considerations adapted to
complete this research study.
3.1. Source of Data

This research is composed of both primary and secondary data sources where the secondary
data is available in the form research journal articles, books and authentic publications. It has
been taken care of that all the secondary data should contain valid information about social
media addiction and type D personality. Besides the secondary data, the research revolves
around primary data which is collected from target audience in the form of google forms
questionnaire survey.
3.2. Research Design
This is a quantitative research where the pillars of research study stand on the primary data
collected in two phases. The target population of this research is young adults and teenagers
who can become an easy victim of social media addiction. Samples were collected from the
young adults studying in Rawalpindi (Pakistan) universities to analyze the impact of Type D
personality, social support and body image on social media addiction. The major participants
of this research are university students from different Foundation and NUML university,
Rawalpindi. The research criterion is based upon the pre and post assessment of all the
variables selected for this research and analyzing their connection with social media addiction
among youth in Pakistan.
Here is a brief introduction to the sampling procedure adapted to perform this research;

3.3. Sample Size and Sampling Procedure

The sample size for this research was chosen to be between 350 to 400 applying the
convenient sampling technique. The research participants consist of both gender and were

40
approached from the universities of Rawalpindi. To estimate the sample size, the Rao
software was applied with a 95% confidence interval level. As per the software a sample size
of 300 to 400 young adults is required to apply the parametric tests and check the validity of
hypothesis created for this research. Students who agreed to become a participant of research
were welcomed for data collection. The research participants were students aging between 20
to 35 years, their demographics, family background and income status were recorded to help
in analyzing and interpreting the results.
Among the 390 respondents, majority of the participants were female i.e., approximately 70%
female and 30% male. Approximately 67.7% are graduate students while 32.3% are pursuing
their master’s degree. A higher majority i.e., 92.8% belongs to middle class family
background.
The main focus of this research is university students with social media addiction because
approximately 95% of the social media users across Pakistan are the young adults. So, it is
decided to take these adults as the exact population of our research. A cross -sectional survey
was conducted among the university students of Foundation and NUML university in
Rawalpindi campus. Most of the candidates of the research survey participated on volunteer
basis and became the participant with their full consent. A research questionnaire was
prepared and posted on google forums and the participants were requested to give their
honest response to the questions asked in the survey questionnaire.
Before asking the participants to give their responses, they were informed about the aim and
purpose of conducting this research survey so that they can fill the questionnaire with
complete understanding. Data collection and reaching the allocated sample size i.e., between
350 to 400 took ample amount of time i.e., 2 months. It has been seen that a big number of
participants didn’t submit the completed questionnaire and negligent behavior was depicted
during response sharing process. All those survey questionnaires were excluded from the
research that were not completed appropriately or were completed with ambiguous responses.

3.4. Inclusion Criteria

The inclusion criteria are based upon certain standards like the research participants should
be from the two universities of Rawalpindi i.e., The Foundation university and NUML
Rawalpindi campus. Only those young adults are offered to become a part of this research
study who are willing to participate with their full consent and can give honest responses to
the questionnaire.

41
3.5. Exclusion Criteria

Exclusion criteria refers to those participants who are not the students of the both universities.
Young adults who have not filled the questionnaire survey accurately and have given an
absurd kind of response to the questions asked. Incomplete questionnaire are also excluded
from the survey.

3.6. OPERATIONAL DEFINITIONS

 Body Image
An individual’s thoughts and beliefs related to his physical appearance are regarded as
body image. Yurdagül, and Emirtekin, et al. (2019) have stated in their research that
the worst impact of social media addiction is that it makes the users dissatisfied about
their physical appearance. This feeling develops when an individual start comparing
himself to others after seeing their attractive photos and videos on social networking
sites. Negative body image often leads to low self- esteem and development of type D
personality features among the social media users (Wegmann, and Stodt, et al., 2017).
 Type D Personality
Type D personality can be comprehensively defined as a collection of two different
personality traits i.e., negative affectivity and social inhibition (Chambers, D., 2013).
Negative affectivity refers to a personality who is always open to foresee everything
in life with a negative perspective. Yurdagül, and Emirtekin, et al. (2019) have
claimed that type D personality people always feel high level of depression and stress
throughout their life. The other personality trait explaining type D personality is social
inhibition which reveals that people with type D personality are usually inhibit their
self- views, thoughts and expressions from their social connections (Argyrides, &
Kkeli, 2013).These people are shy in nature and prefer to remain isolated, away from
social gatherings because they don’t like to interact with their family and friends more
due to unspecified reasons.
 Social Support
Social support is the amount of appreciation, suggestion and guidance an individual
need from his immediate family and friends in his life (Argyrides, & Kkeli, 2013).
There are multiple matters and incidents in life where it becomes difficult to
overcome and resolve them without anyone's support. Absence of a helping hand, a

42
 kind advice and few words of consolation can help a person in overcoming his life
challenges (Bakhshi, & Shamma, et. al., 2014). Lack of social support from parent,
friends, peers may lead to depression and loneliness which ultimately transforms a
person into a complex personality.
 Social Media Addiction
The excessive and compulsive usage of social media platforms is considered as social
media addiction. Bakhshi, & Shamma, et. al., (2014) have stated in their research that
whatever be the reasons behind social media addiction but it leads to a noteworthy
impairment in the relationship with family, friends and peers. Simpson, & Manago, et.
al., (2018) have suggested that social media addiction can be avoided by cross
checking the overall time spend on social media, the social networking sites where the
user spend most of his time and experiencing the withdrawal symptoms among the
users. Social media addiction leads to many other psychological disorders which are
discussed later in this research.

3.7. Data Collection Instrument

To get a deeper insight into the impact of type D personality, social support and body image
on social media addiction, a research survey questionnaire was prepared. The questionnaire
comprises of different questions asked under different section. Dependent and independent
variables are created at the initial stage of this research and the questionnaire sections are
classified with these variables. Questions are designed in a way that they can clearly depict
the relationship of dependent variable with independent one. The responses against the
questions are designed to be given through a 5-point Likert scale where the participants have
to choose one option from the five different options given there.

3.8. Bergen Social Media Addiction Scale

The scale selected to evaluate the level of social media addiction among the participants is
Bergen social media scale. the scale consists of core features of social media addiction like
self- perception, mood swings, time spent on social media, frequency of internet usage, and
others that are scored on the options provided to participants comprising of 5- point Likert
scale i.e., very rarely to very often. The Bergen social media addiction scale is further divided
into different tests like the standard deviation and Pearson correlation coefficient. The scores
and items of Bergen scale are presented in the form of tables.

43
Besides this, to analyze the impact of body image on social media addiction, a multi-
dimensional body self- relations questionnaire is presented in section 3 of this research
survey. This section discusses the self- perception of participants regarding their body image
and self -actualization level. This section revolves around the questions that can clearly
explore the intensity of satisfaction or dissatisfaction the participants are experiencing related
to their body image after getting addicted to social media.
Similarly, multidimensional scale of perceived social support is asked in the section 4 which
is to be answered against the 5- point scale i.e., very strongly disagree to very strongly agree.
The questions are designed in a way that they can dig the interconnection between social
support and social media addiction. Section 5 is composed of analyzing the relationship
between type D personality people with social media addiction. The purpose of designing the
questionnaire with the Bergen social media addiction scale is to investigate the relationship
between the dependent and independent variables created for this research.
3.9. Data Screening Procedure

The screening process is done to check the appropriate distribution of data, check the validity
of values and figure out the missing ones. Moreover, errors and outliners of the data are also
detected from this screening procedure. Besides this, all the variables created for this research
are counter checked through the SPSS software version 21.
The basic tests like standard deviation and mean are conducted at the very initial stage of data
validity check process. Different sections are created to evaluate the response of participants
as per the variables created. The basic purpose is to investigate the impact of independent
variables on the dependent one. In this research, social media addiction has been taken as the
dependent variable which is checked against different independent variables created to
analyze the level of dependency on these variables.

3.10. Ethical Considerations

Participants will be informed about the study's purpose, privacy of their personal information,
importance of their participation, and their rights to draw back at any time. Participants'
responses will be kept confidential and anonymized. If required, ethical approval will be
sought from the relevant institutional review board (IRB) or ethics committee before data
collection. The basic concern of this research is to safeguard the personal information and
confidential data of the research participants from unauthorized access and security breach.
Transparency should be maintained throughout the research process so that any kind of

44
potential risks and unexpected consequences of conducting research should be informed in
advance to the participants.
Continuous monitoring and evaluation of each step of research process should be made
confirmed so that any discrepancies in the pre-planned process can be detected at the initial
stage and research can continue smoothly.

45
Chapter 4

Results and Findings

The current study has been designed to analyze the impact of body image, social support and
Type D personality on social media addiction. The research study is supported by three
dependent variables and one independent variable which has helped the author in
investigating the relationship between these variables and their linkage with social media
addiction. First of all, every variable is investigated on individual level by examining its
definition and relate it to the real- world situation.
As, the topic under discussion is social media addiction so the variables that can intensify or
moderate the social media addiction has been examined in the research. The conceptual
model of the study has elaborated the role of different factors like type D personality, body
image and social support in developing an addictive behavior, while the social support factor
has been discussed as the moderating factor that protects an individual from adapting any
negative behavior which eventually helps an individual in getting rid of social media
addiction.
The center of focus of this research are students from the two universities of Rawalpindi i.e.,
Foundation university and NUML. These research participants belong to the age group of 18-
35 years which shows that the majority of the participants belong to gen Z group (18 to 25
years). The sample size is kept at 390 to 400 and both male and female are given the chance
to become a part of this research.
A research survey questionnaire was developed at the initial stages of the research which
contains questions that exhibit the main objective of conducting this research. Once the
research survey questionnaire was received after being completed, the raw data was
converted into statistical data for analysis purpose using the SPSS software.
The demographic variables of research are evaluated using descriptive statistical frequency
and later percentages were calculated for the descriptive variables. To investigate the nature
and analysis of variables that lead to social media addiction are computed through correlation
and regression analysis. ANOVA and t-test were applied to further check the relevance of
variables with the independent variable and assess their impact on each other

46
Table 1

Demographic Analysis

Variables F %
Gender
Male 193 50.8%
Female 187 49.2%
Total 380 100

Educational Level
Master’s Degree 167 41.5
MPhil 84 20.1
Bachelor’s Degree 81 38.4
Total 332 100.0
Age
18-25 Years 100 100
Total

Monthly Income
20k-25k 125 32.9
25k-30k 55 14.5
30k-35k 48 12.6
35k-40k 48 12.6
40k-45k 41 10.8
Above 45k 63 16.6
Total 380 100

Marital Status
Married 167 43
Unmarried 84 57
Total 380 100.0

The gender distribution of the data set shows a balanced gender gap. Specifically, 50.8% (193
individuals) were male and 49.2% (187 individuals) were female. This proximity to an equal
distribution indicates that the data may be representative of both sexes, reducing gender bias
in the analysis. Nearly equal shares can also obtain gender-related insights with reasonable
confidence. Respondents varied in their level of education, and in total 332 individuals

47
provided their educational background. Of these, 41.5% (167 people) had a bachelor’s
degree, 20.1% (84 people) had an MPhil and 38.4% (81 people) had a master’s degree.

This distribution reflects a large proportion of well-educated individuals, suggesting that the
sample population may be well-educated. The number of bachelor’s degree holders indicates
that many respondents have completed undergraduate studies, while a notable percentage of
master’s degree and MPhil holders exhibit advanced academic qualifications. The age range
given is 18-25 years, and there are a total of 100 respondents in this age range. The data
shows a younger population due to the fact that 100% of participants in this particular age
group are aged 18-25 years.
This focus on younger individuals can influence research, particularly in areas such as
technology uptake, lifestyle choices, and educational pursuits. Younger people often express
behaviors and preferences, which should be taken into account when interpreting the
information. Monthly income is categorized into six income categories, with a total of 380
respondents. The distribution is as follows: 32.9% (125 respondents) earn between 20k-25k,
14.5% (55 people) earn between 25k-30k, and 12.6% (48 people) fall in the 30k-35k and 35k-
40k brackets, 10.8 % (41 people) earn above 40k-45k, and 16.6% ( 63 people) earn over 45k.
This spread reflects the variation in income within the sample.
A larger group is those earning 20k-25k, which represents a larger proportion of the
population, which could mean for example that the sample includes a large number of
beginning or early-stage individuals. Furthermore, the marital status of the respondents
indicates that 43% (167 people) are married, while 57% (213 people) are married, giving a
total of 380 respondents. The number of unmarried people can be age younger sampled (18 -
25 years), rarely married. This dimension of marital status can provide insights into lifestyle
choices, household dynamics, and potential market trends, as marital status often influences
consumer behavior and investment decisions.

48
 Table 2

Descriptive Statistics

N Range Minimu Maximu Mean Std.

m m Deviation
Type D personality 380 3.70 1.30 5.00 2.1605 .63758
Social Support 380 3.60 1.40 5.00 2.1721 .59137
Social Media_ 380 3.60 1.40 5.00 2.1224 .56583
Addiction
Body_image 380 4.33 1.50 5.83 2.5303 .79533
Valid N (listwise) 380

Table 3

Reliability analysis

Variables No of items Cronbach Alpha

Type D personality (TDP) 5 .841

Social support (SS) 5 .700

Body image (BI) 6 .836

Social media addiction (SMA) 9 .702

Reliability must be in the range of (0.6-0.9). Results of above table shows that Cronbach
Alpha value of Type D personality (TDP) is .841 (with 5 questions). Cronbach Alpha value
of Social support (SS) is .700 (with 5 questions). Cronbach Alpha value of Body image (BI)
is .836 (with 6 questions) and reliability of Social media addiction (SMA) is .702 (with 7
questions).

Table 4

Correlation Analysis
TDP SS BI SMA
Type D personality (TDP) 1

Social support (SS) .221** 1

.392 392

49
 Body image (BI) .162** .243** 1

Social media addiction (SMA) .165** .439** .399** 1

** Correlation is significant at the

0.01 level (2-tailed).
The correlation matrix offered offers useful insights into the associations among Type D
personality traits, social support, social media addiction, and body image perceptions. The
correlation coefficient measures both the degree and direction of the linear relationship
between two variables, as well as their significance levels (p-values).
There is positive correlation between type D personality and social media addiction with
r=.165**, positive link between social support and social media addiction with r= .439**and
positive association between body image and social media addiction with r= .399**.
Multi Regression Analysis
Multi regression analysis has been performed because we have three independent variables
such as type D personality, social support, body image and one dependent variable such as
social media addiction.
Table 5

Model summary
Std. Error Change Statistics
Mod R Adjusted of the R Square F Sig. F
el R Square R Square Estimate Change Change df1 df2 Change
1 .533a .284 .279 .46684 .284 51.414 3 388 .000
a. Predictors: (Constant), BI, TDP, SS

The above result in model summary indicates that one unit increase in independents variables
(BI, TDP, SS) bring 28% change in dependent variable (social media addiction).

Table 6

Anova

Sum of
Model Squares df Mean Square F Sig.
1 Regression 33.615 3 11.205 51.414 .000b
Residual 84.561 388 .218
Total 118.176 391
a. Dependent Variable: SMA

50
b. Predictors: (Constant), BI, TDP, SP

Table 7

Co –efficient analysis

Standardized
Model Unstandardized Coefficients Coefficients t Sig.
B Std. Error Beta
1 (Constant) 1.319 .169 7.783 .000
TDP .269 .032 .371 7.838 .028
SP .279 .035 .356 7.894 .000
BI .311 .045 .306 6.870 .000
a. Dependent Variable: SMA

Above table shows there is positive and significant link between D personality and social
media addiction (with B=.269, P=.028), social support and social media addiction (with
B=.279, P=0.00) and body image and social media addiction (with B=3.11,P=.000).
All above results shows that research hypotheses H1: There is positive link between
type D personality and social media addiction, H2: There is positive link between social
support and social media addiction and H3: There is positive link between body image and
social media addiction has been proved.

Table 8

Linear Regression Analysis

Type D personality impact on Social Media Addiction

Model Summary

Mod R Adjusted R Square standard error Durbin-

el R Square Watson
1 .907a .823 .823 .26843

a. Predictors: (Constant), Type D personality

51
b. Dependent Variable: Social media addiction

Table 9

Social Support impact on Social Media Addiction

Model R R Square Adjusted R Square standard error

1 .855a .731 .730 .30705

a. Predictors: (Constant), Social support

b. Dependent Variable: Social media addiction

The investigation into how the two variables social media addiction and social support relate,
yields major insights. Regression analysis of the data shows substantial correlation between
social media addiction and perceived social support, that we may understand psychological
and social dynamics more deeply. a model summary, an R value of .855 implies a strong
positive relationship between social media addiction and social support. This means as social
media addiction increases also does perceived levels of social support. The R Square value
(.731) indicates that 73.1% variance in the scores on the questionnaires for this study is
accounted for by these two variables. From this high percentage it can be derived that social
media addiction is an important predictor of social support levels. Similarly, Adjusted R
Square (.730) indicates that when adjusted for the number of predictors included in the
model. The standard error of the estimate is .30705, which is the average deviation of the
observed data from the regression line. The comparatively low number indicates that the
projected values closely align with the actual data points, hence strengthening the model's
accuracy in forecasting social support using social media addiction levels.

52
Table 10
Body Image Impact on Social Media Addiction
Regression

Model R R Square Adjusted R Square standard error

1 .764a .583 .30705 .51418

a. Predictors: (Constant), Body image

a. Dependent Variable: social media addiction

The data analyses the correlation between addiction to social media and body image,
employing regression analysis to investigate the magnitude and importance of this
correlation. The regression model, as indicated by the R value, R Square, and Adjusted R
Square, indicates a significant positive link between social media addiction and body image
evaluations. The model summary reveals a robust positive association between social media
addiction and body image, as indicated by the high R value of .764. This implies that as the
addiction to social media grows, there is a tendency for the views of body image to likewise
increase. However, the exact nature of this link, whether it is beneficial or negative for body
image, needs deeper contextual comprehension.
The R Square value of .583 suggests that around 58.3% of the variation in body image may
be accounted for by social media addiction. This considerable proportion indicates that
addiction to social media is a strong predictor of how individuals perceive their body image.
The Adjusted R Square value of .582 indicates that the model remains strong and reliable in
describing the variance in body image, even after considering the number of predictors. This
suggests that the model is consistent and dependable. The standard error of the estimate
is .51418, which represents the mean distance at which the observed coefficient falls from the
regression line. This value indicates that the predicted values are reasonably close to the
actual data points, strengthening the accuracy of the model in predicting body image based on
social media addiction

53
 CHAPTER 5

DISCUSSION

This chapter contains the discussion on the results achieved from the research survey and
conducting various tests through SPSS analysis. The results and findings of the research are
interpreted keeping under consideration the actual objectives and established goals for this
study. Here, the results attained are discussed in context to the hypothesis created for the
research and the validity of the hypothesis is checked thoroughly.
Any shortcomings of this study have been identified at the end of the chapter and suggestions
are given for further research in future. Finally, the chapter discuses practical implications of
the research findings in real life relating them with actual domains like body image
complexes among youth, social media addiction and treating the psychology of Type D
personality people.
This research has also investigated the impact of social support on social media addiction.
Social support is a critical component of social relationship which comprises of interpersonal
assistance. Social support gives an individual a feeling of being loved and valued, to be a
member of a communication network that will certainly stand for them in the time of crises or
stress. People assume social support as an integral kind of social relationship which they will
not be able to make in the real world. Our research has proved that people who lack real
friendship and other emotional relationships in the real world, often try to find them in the
social networking sites. Simpson, & Manago, et. al., (2018) have emphasized on the fact that
people who seek friendship and other relationships on social media platforms, usually
become addicted to the networking sites.
People who spend most of their time on social media platforms and get addicted actually
disrupt their routine life activities and often disturb their real- life relationships. Social
support is taken as an independent variable that plays a pivotal role in social media addiction.
This research study examines the relationship between social support, type D personality and
body image on social media addiction. One of the primary aim of conducting this research
was to investigate that if there is any correlation between social media addiction and
individual’s body image. It was also mandatory to analyze that how the excessive use of
social media can influence the body image and to further investigate that if this image is
positive or negative nature. It is also a point of interest that if social support to the internet
addicted person can impact their perception about body image. The variables created for this

54
research also revolves around social support, body image, Type D personality and social
media addiction.
First of all, the first hypothesis of the thesis is measured and checked with the help of
questionnaire created for the research survey. The first hypothesis is stated below;
Hypothesis 1:
“There is direct and positive impact of Type D personality on social media addiction”
The questionnaire is composed of questions that directly related to individuals who possess
type D personality. As discussed in the literature of this research, Type D personality people
can be recognized through their high level of social inhibition and nature of seeking
negativity in every aspect of life. These traits are related with different psychological
sicknesses like depression, anxiety and shyness and previous research has depicted that social
media addiction can add more to the deterioration of these people personality. Responses
received against the type D personality nature has shown that youth is excessively moving
towards social media and prefer to live an isolated life where they make no connection with
their family and friends.
This research has shown that majority of the Gen Z social media users get a very negative
impact on their psychological health due to spending excessive time on social networking
sites. The questionnaire responses have also shown that Type D personality students are quite
impatient, intolerant and get aggressive quite easily as compared to other youngsters who are
more social and friendly in nature. Responses to questions regarding their connection with
immediate family members has shown that they don’t feel comfortable in discussing their
personal opinion, experiences and thinking with their family. Rather these people prefer to
share their thoughts with their social media friends who are not in their family or relatives’
group. The impact of social media addiction on type D personality people is initially checked
by running the questionnaire responses on SPSS analysis software. The regression analysis is
conducted to investigate the strength of relationship between social media addiction and type
D personality.
The Bergen social media addiction scale is used to analyze the level of addiction in the
research participants. Questions asked under this scale clearly exhibit the personality traits of
social media addicts like they are usually the lonely people who prefer to make connections
with people online and avoid face-to-face meet ups. These people lack confidence in their
personality and want to stay isolated to hide the flaws in their personality. These are basically
the social media addicts who easily transform into type D personality. They spend a major

55
portion of their time in surfing different social media platforms and forget all their worries
and tensions in the social media world.
After analyzing the personality features of social media addicts, this research has raised
different questions regarding the connection of addicts with type D personality. Multiple
questions revolve around investigating the reasons behind spending so much time on social
networking sites. The research participants have admitted that social media addiction is
leaving a negative impact on their life, studies and relationships and eventually transforming
a type D personality in them. Later, all responses are run through the SPSS software to
perform multiple hypothesis validity check tests.
According to the results, the regression value, square and adjusted values for regression
square depict a very strong connection between the independent variable of type D
personality and dependent variable of social media addiction. This relationship can be seen
through the R value which stands at 0.907 indicating an outstanding correlation between the
two. The R square value ranging to 0.823 gives 82.3% variance in type D which exhibits the
fact that social media addiction and type D personality have close connection with each other.
The regression model well predicts the dependent variable, Type D personality, and that the
association between social media addiction and Type D personality is not attributable to
random chance. The correlation of social media addiction with type D personality formation
is also clearly reflected from the results of t- test which is run during SPSS analysis. Here the
t- value for social media addiction is 41.956 which is a symbol of extremely high level of
addiction while the significance value is only 0.000. This low value exhibits that social media
addiction plays a pivotal role in the development of type D personality traits in the internet
user.
It can be stated that extreme level of social media addiction gives birth to numerous
personality complexes and development of type D personality is one of them. Four different
hypotheses are developed for this research and the purpose is to achieve the aim of the
research. The results of stats analysis have proved that our 1st hypothesis related to social
media addiction and its positive correlation with type D personality is valid. This hypothesis
findings are consistent with some of the studies mentioned in this research. It has become
clear from the research results that excessive stress, depression and anxiety turns an
individual in a type D personality and extreme psychological problems in a personality leads
to social media addiction. It is also confirmed through the research survey responses that type
D personality people are always reluctant to meet and greet with their fellow man, friends and

56
relatives that is why they feel secure in spending their time on social networking sites and
make acquaintances there.
The hypothesis findings have another fact that type D personalities gradually cut down their
real- life relationships and feel hesitant in facing people. This negative aspect of their life
leads them to make their own virtual world where they make their own virtual family which
is separate from their real- life families. These people feel secure and confident in
communicating online instead of offline and get more addicted to social media the only
source of their virtual world relationships.
The second hypothesis of this research is related to the variable of social support and its
relationship with social media addiction. Social support is an element of care and support that
an individual receives from his family, peers and friends. This kind of social support is
required when a person is surrounded by challenges or some tough time. It is human instinct
that he can’t live in isolation, without developing relationship with people around him
because every individual needs a supporting hand. Previous researches have proved that
social support gives a feeling of joy and satisfaction to an individual and absence of this
feeling drags a person to depression and anxiety.
When the university students were given the questionnaire survey, majority of them claimed
that lack of social support makes their life purposeless. More than 1/3rd of the research
participants admitted that they receive very less social support from their family, and friends
in comparison to what they require. This lack of social support give birth to multiple
psychological ailments like depression and mental disorders.
This research literature has quoted literature from some previous researches which
emphasized that people with less or no social support aims to find this support in the virtual
world of social media.
According to the responses collected in the survey, social networking sites provide
youngsters with multiple platforms where they can get the exact social support which they
find in their family and friends. People get addicted to social media while searching for the
right friend, community and support they actually need in their real life. Research has shown
that the virtual nature and anonymity of the Internet provide a new and different way to
establish interpersonal relationships. People can easily find everything they are searching for
long in their real life.
The second hypothesis of this research is stated below;
Hypothesis 2:
Social support and social media addiction have a positive relationship with each other

57
To check the validity of our second hypothesis, special questions are asked through the
survey questionnaire because genuine responses to these questions can clarify the linkage
between social support and social media addiction. Different tests have been conducted to
verify the relationship between social support and social media addiction. First of all,
regression analysis is conducted to analyze the substantial correlation between social media
addiction and social support. The tests results have revealed some psychological and social
dynamics and have declared a strong connection between perceived social support and social
media addiction. Here, social support is taken as a dependent variable which has the tendency
to develop social media addiction among those who don’t find this element in their life.
The regression value ranges to 0.855 which is a clear proof of strong presence of perceived
social support which an internet user assumes that he will get it from his virtual world
acquaintances. Various studies have depicted that the actual social support keeps the person
satisfied and motivated who doesn’t need any kind of fake relationship.
However, those who can’t find it in their real life wait for the perceived social support
available at social media platforms. The standardized coefficient (Beta) is 0.855, reflecting
the R value and confirming the strength between social media addiction and social support.
For social media addiction, t-value is 32.060 which is extremely high while significance
value (Sig.) is .000- both indicating that it’s highly significant in predicting social support.
The correlation test has shown a negative relationship between social support and internet
addiction because when the social support from parent and family will decrease, a person’s
attention towards social media world increases because there they can find this support from
their virtual world family.
Keeping under consideration the SPSS test results and literature from research journals, it can
be stated that the second hypothesis of this research is genuine and valid because the
variables social support and social media addiction are closely associated with each other.
The results of paired sample tests have depicted that the impact of lack of social support on
social media addiction is the same in both genders. No changing impacts are found due to the
difference in gender which means that the university students of Rawalpindi who are the
participants of this research cannot be differentiated on the basic of gender when studying the
impact of social support and social media addiction. The validity of second hypothesis is also
same for both male and female. This shows that the psychological needs and desires of both
genders are almost the same and there is very slight difference between them. Both male and
female need social support from their family and friends to satisfy their desire of
belongingness and being cared of.

58
Hypothesis 3
“Social media addiction has a high impact on body image’
Hypothesis 4:
“The two dependent variables of social support and Type D personality are directly linked
with social media addiction”.
As discussed by the research of Simpson, & Manago, et. al., (2017) an individual’s body
image is highly dependent upon whatever is shown on social media platforms. Shang, &Wu,
et., al. (2017) have stated in their research that one of the common worries and stress among
the young adults is their body image which refers to the way they consider themselves. It is
found that rise in the frequency of social media usage, increases the stress of individuals
related to their physical appearance. Today, young adults are very much sensitive about their
physical appearance. Shang, S. S. C., Wu, Y et.al., (2018) have claimed that individuals who
are very active on social media platforms believe that their body image is above every other
thing. They don’t consider their personal intelligence, wisdom, education and family
background important because for them the only thing that matters is their body image.
Today, critics have raised questions against the drastic impact that social media addiction is
causing on every user. Previous researches have also depicted that the total time spend on
social media decides the level of stress a user feel due to his/ her physical appearance and
body image. Social networking sites are filled with photos and videos internet users post on
different platforms. The level of appreciation or criticism they receive on their photos and
videos displaying themselves decide their satisfaction level. Viewer’s appreciation leaves a
positive impact and the person perceives his body image positively. There are millions of
social media users who get desperate when they see impressive pictures of celebrities, friends
and random people on these sites. According to Shang, & Wu (2017) individuals who are not
satisfied with their appearance get more depressed after seeing random clicks on Facebook,
Instagram, Snapchat and others.
Social media platforms convince a user to compare his/ her personality, body appearance,
facial features with those who post their filtered photos on these platforms. Salim, F.,
Rahardjo, & Tanaya, et. al. (2018) have claimed that people who have a negative impression
regarding their body image like to spend more time on social media because they don’t want
to keep in touch with their friends and family due to lack of confidence. Personal body image
develops the urge to either escape from the real world or get more connected to social media
platforms to receive praise and appreciation from their social media family. This research has
initially investigated the self- assumptions of social media users about their body image with

59
the help of multidimensional body self- relations questions. The questions asked under this
section are related to what participants think about their body image and what role social
media has played in giving them body image awareness. It is found that people love to share
their photos on social media platforms because they want to get appreciation. The abundance
of celebrities and random people photos and videos on these plat forms have made everyone
compare themselves with these people. People like to look same like the celebrities and those
who are not good looking get stressed out and become social media addicted (Salim, &
Rahardjo, et. al., 2018).
There is another group of social media users who feel hesitant in sharing their pictures and
videos on social media platforms because they are dissatisfied with their looks and body
image. All these facts have depicted that excessive usage of social media develops confusions
among people about their own personality and in order to get rid of this body image stress,
urge to use social media should be declined at any cost. The SPSS analysis tests have also
highlighted the connection of body image and social media addiction.
First of all, the regression analysis results that are collected from the question responses
related to body image show a significant positive link between social media addiction and
body image evaluations. The R value is very high i.e., 0.764 which implies that with increase
in social media addiction, the views and negative perception about body image develops in
the user. The R Square value of .583 suggests that around 58.3% of the variation in body
image may be accounted for by social media addiction and this again exhibits the negative
impact of excessive time spent on social media on how people perceive their body image.
According to the test results, unstandardized coefficient (B) for the constant is .252, with a
standard error of .103. This means that if social media addiction were zero, the predicted
body image would be .252.
This constant term is statistically significant, with a t-value of 2.460 and a sig. The value
is .014, indicating that the constant makes a meaningful contribution to the prediction of body
image. The results signify that for each percent increase in social media addiction, there is a
considerable raise in body image perception. Finally, the t- test results have already proved
that when social media value stays at a high range of 22.995 with a significant value showing
the strong linkage of social media addiction and body image. These research results have
verified that the 3rd hypothesis of this research is valid because it stats that;
“Social media addiction has a high impact on body image’

60
The correlation test is performed to check the link of dependent variables on each other and
their positive linkage with the independent variable i.e., social media addiction. The
dependent variables here are social support, type D personality traits and the correlation test
results have found a direct link between all the three variables. The correlation coefficient has
calculated the degree and direction of linear relationship between the two dependent
variables. The Type D personality is strongly positively correlated with both social support (r
= .879, p < .001) and social media addiction (r = .907, p < .001), according to the
correlations.
The results have conveyed the message that social media users who spend maximum of their
time on internet and have excessive type D personality traits tend to avoid social interactions.
Escape from family gatherings and social connections lead them to live isolated which
eventually changes into social media addiction. The relationship between social support and
social media addiction is surprisingly strong (r = .855, p < .001). This suggests that
individuals who perceive greater social support also tend to have higher social media
preferences. The test results have revealed significant positive correlations between Type D
personality (r = .884, p < .001), social support (r = .889, p < .001), and social media addiction
(r = .001) between) 764, p < .001). These findings suggest that individuals who score higher
on measures of Type D personality traits, perceive less social support, and exhibit more social
media addiction which eventually validates the 4th hypothesis of this research which can be
stated as;
“The two dependent variables of social support and Type D personality are directly linked
with social media addiction”.
After investigating the research results and proving them through statistical tests, it is found
that the sample size of this research was very small and it revolved around only the students
of two universities. Moreover, the research participants are youngsters between the age of 18-
25, which shows that actually Gen Z people have taken part in this research. So, if the
research is conducted between people belonging to a bit senior age people i.e., 45 years, the
results can be different because each generation have their own significant features.
Another important aspect of this research is that among the research participants, majority is
of female i.e., 71% while the rest 29% are male which depicts that the responses collected
give an overview of the female gender. So, it can be assumed that if same number of
participants would be taken to become a part of this research, the results outcomes may be
different. Moreover, any research requires to be conducted with a broader spectrum of people
to get more detailed and authentic results.

61
5.1. Research Limitations.

Like all the other research studies, this research has also few limitations that can be resolved
in the future research. First of all, interpretation of results has shown that SPSS analysis has
depicted some weak correlations. So, future research should be exhibit strong correlations for
a more authentic result. The methodology portion has also some limitations like the sample
size allocated for this research was very small i.e., university students belonging to
Rawalpindi/ Islamabad. Although the research participant size was quite enough i.e., 390 but
a research requires sample to be taken from a diverse location so that the difference in their
thoughts can be recorded.
It is also required that participants should be from different cultural background because
cultural difference may give a new diversion to the research outcomes. Besides this, the
research is conducted from the students belonging to age group 18- 25, which is a very
limited population. Future research should add senior aged people to this research so that the
level of social media addiction impact can be analyzed for different age groups. Another
limitation of this research is that the target population is education individuals who are
studying at university level, so the research has gathered results from graduate students. It is
quite interesting to assume that the same research may changes the results if it is conducted
from college drop outs, and uneducated youth also.
Last but not the least, there are some more significant dependent variables like self- esteem
and confidence level of individuals that should also be added to this research.

5.3. Conclusions and Future Recommendations

This research study has investigated the impact of type D personality, body image and social
support on social media addiction among the university students belonging to the age group
18 to 35 years. The research is composed of a cross-sectional survey which was taken using
the instrument of online questionnaire. The university students of Rawalpindi belonging to
both genders are the center of focus of this research because this age group is considered as
the most active users of social media platforms like snapchat and Instagram.
First of all, it was found that the relationship between type D personality, body image and
social support is very intricate as per the findings and they impose a direct impact on social
media addiction.

62
The results have shown a negative relationship between social support and social media
addiction because presence of social support can reduce the chances of getting addicted to
any social networking sites. Similarly, research has shown university students with type D
personality are more prone towards developing a negative body image. However, if they are
provided with adequate social support from their family and friends, this can eliminate the
chances of getting addicted to social media platforms. The research results have also proved
that negative body image enforces an individual to get escape from the real- world and find
refuge in social media platforms, that is why such people often become a victim of social
media addiction. The research results have proved the validity of four hypothesis created for
this research and has emphasized the need for taking precautionary measures that can
eradicate psychological distress and anxiety among university students. These psychological
disorders lead a person towards social media addiction and an urge for future research has
been encouraged to investigate the relationship of other personality traits and factors
impacting social media addiction.
This research is quite significant in its nature because it can reveal the possible ways that can
protect our youth from becoming a victim of social media addiction.
As this research has raised a very important social issue which has affected the lifestyle of
our youth and have inculcated various psychological ailments in them. The results of this
research can be used to improvise the regular routine, and time spent by university students
and youth on different social networks can also be changed. This research has highlighted
some of the psychological distress and attitude changes due to social media addiction. The
results outcomes and findings can help the parents and teachers in giving them the actual
level of social support they desire.
Internet watch hour can be checked by the parents and any changes in personality should be
immediately addressed by the psychologists, parents and teachers. The results can be used to
improvise the family system in the country. Health professionals and psychologists can
benefit from this research by analysing the negative impact of social media addiction on
personality traits. Teachers can motivate their students in spending less time on social media
and spare quality time with family and friends and motivate them towards book reading.
Besides this, everyone should understand the negative impact of social media addiction on
personality and lifestyle and should stay away from excessive use of social media.

63
References:

Abeele, M. M. V., Antheunis, M. L., & Schouten, A. P. (2016). The effect of mobile
messaging during a conversation on impression formation and interaction quality.
Computers in Human Behavior, 62, 562-569.
Adorjan, M., & Ricciardelli, R. (2021). Smartphone and social media addiction:
Exploring the perceptions and experiences of Canadian teenagers. Canadian Review of
Sociology/Revue canadienne de sociologie, 58(1), 45-64.
Al-Menayes, J. J. (2015). Dimensions of social media addiction among university
students in Kuwait. Psychology and Behavioral Sciences, 4(1), 23-28.
Andreassen, C. S., Billieux, J., Griffiths, M. D., Kuss, D. J., Demetrovics, Z., Mazzoni,
E., & Pallesen, S. (2016). The relationship between addictive use of social media and
video games and symptoms of psychiatric disorders: A large-scale cross-sectional study.
Psychology of Addictive Behaviors, 30(2), 252.
Andreassen, C. S., Torsheim, T., Brunborg, G. S., & Pallesen, S. (2012). Development of
a Facebook Addiction Scale. Psychological Reports, 110(2), 501–517.
doi:10.2466/02.09.18.PR0.110.2.501-517
Andrews, G., & Slade, T. (2001). Interpreting scores on the Kessler psychological distress
scale (K10). Australian and New Zealand journal of public health, 25(6), 494-497.
Argyrides, M., & Kkeli, N. (2013). Multidimensional body-self relations questionnaire-
appearance scales: Psychometric properties of the Greek version. Psychological Reports,
113(3), 885-897.
Bakhshi, S., Shamma, D. A., & Gilbert, E. (2014). Faces engage us: Photos with faces
attract more likes and comments on instagram. Proceedings of the SIGCHI conference on
human factors in computing systems,
Bayer, J. B., Ellison, N. B., Schoenebeck, S. Y., & Falk, E. B. (2016). Sharing the small
moments: ephemeral social interaction on Snapchat. Information, communication &
society, 19(7), 956-977.
Cash, T. F. (2000). The Multidimensional Body-Self Relations Questionnaire user’s
manual. Old Dominion University, Norfolk, VA, 23, 235-246.
Chambers, D. (2013). Social media and personal relationships: Online intimacies and
networked friendship. Springer.

64
Chua, T. H. H., & Chang, L. (2016a). Follow me and like my beautiful selfies: Singapore
teenage girls’ engagement in self-presentation and peer comparison on social media.
Computers in human behavior, 55, 190-197.
Chua, T. H. H., & Chang, L. (2016b). Follow me and like my beautiful selfies: Singapore
teenage girls’ engagement in self-presentation and peer comparison on social media.
Computers in Human Behavior(55), 190-197.
Cole, E. R., & Yip, T. (2008). Using outgroup comfort to predict Black students' college
experiences. Cultural Diversity and Ethnic Minority Psychology, 14(1), 57.
Fabris, M. A., Marengo, D., Longobardi, C., & Settanni, M. (2020). Investigating the
links between fear of missing out, social media addiction, and emotional symptoms in
adolescence: The role of stress associated with neglect and negative reactions on social
media. Addictive Behaviors, 106, 106364.
Farooq Shah, S., Hussain, K., Aftab, A., & Rizve, R. (2021). Social Media Usage and
Students’ Psychological Well-being: An Empirical Analysis of District Mirpur, AJ&K,
Pakistan. The New Educational Review, 64, 60-72.
Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2),
117-140.
Gioia, F., Griffiths, M. D., & Boursier, V. (2020). Adolescents’ body shame and social
networking sites: The mediating effect of body image control in photos. Sex Roles, 83,
773-785.
Hou, Y., Xiong, D., Jiang, T., Song, L., & Wang, Q. (2019). Social media addiction: Its
impact, mediation, and intervention. Cyberpsychology: Journal of psychosocial research
on cyberspace, 13(1).
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The
public opinion quarterly, 37(4), 509-523.
Krieger, M. (2019). Storytelling on Social Media: The Changing Face of Narrative on
Snapchat and Instagram.
Kircaburun, K. (2016). Self-esteem, daily internet use and social media addiction as
predictors of depression among Turkish adolescents. Journal of Education and Practice,
7(24), 64–72. Retrieved from https://eric.ed.gov/?id=EJ1112856

Kircaburun, K., & Griffiths, M. D. (2018). Instagram addiction and the Big Five of
personality: The mediating role of self-liking. Journal of Behavioral Addictions, 7(1),
158–170. https://doi.org/10.1556/2006.7.2018.15

65
Lopez-Fernandez, O. (2018). Generalised versus specific internet use-related addiction
problems: A mixed methods study on internet, gaming, and social networking behaviours.
International Journal of Environmental Research and Public Health, 15(12), 2913.
Miladi, N. (2016). Social media and social change. Digest of Middle East Studies, 25(1),
36-51.
Monacis, L., De Palo, V., Griffiths, M. D., & Sinatra, M. (2017). Social networking
addiction, attachment style, and validation of the Italian version of the Bergen Social
Media Addiction Scale. Journal of behavioral addictions, 6(2), 178-186.
Newby, J., Pitura, V. A., Penney, A. M., Klein, R. G., Flett, G. L., & Hewitt, P. L. (2017).
Neuroticism and perfectionism as predictors of social anxiety. Personality and Individual
Differences, 106, 263– 267. https://doi.org/10.1016/j.paid.2016.10.057

Nie, J., Li, W., Wang, P., Wang, X., Wang, Y., & Lei, L. (2019). Adolescent type D
personality and social networking sites addiction: A moderated mediation model of
restorative outcomes and affective relationships. Psychiatry Research, 271, 96-104.

Oberst, U., Wegmann, E., Stodt, B., Brand, M., & Chamarro, A. (2017). Negative
consequences from heavy social networking in adolescents: The mediating role of fear of
missing out. Journal of Adolescence, 55, 51–60.
https://doi.org/10.1016/j.adolescence.2016.12.008

Perloff, R. M. (2014). Social media effects on young women’s body image concerns:
Theoretical perspectives and an agenda for research. Sex roles, 71(11-12), 363-377.
Phua, J., Jin, S. V., & Kim, J. J. (2017). Uses and gratifications of social networking sites
for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram,
and Snapchat. Computers in human behavior, 72, 115-122.
Pontes, H. M. (2017). Investigating the differential effects of social networking site
addiction and Internet gaming disorder on psychological health. Journal of behavioral
addictions, 6(4), 601-610.
Primack, B. A., Shensa, A., Sidani, J. E., Whaite, E. O., yi Lin, L., Rosen, D., Colditz, J.
B., Radovic, A., & Miller, E. (2017). Social media use and perceived social isolation
among young adults in the US. American journal of preventive medicine, 53(1), 1-8.

66
Prizant-Passal, S., Shechner, T., & Aderka, I. M. (2016). Social anxiety and internet use –
A meta-analysis: What do we know? What are we missing? Computers in Human
Behavior, 62, 221–229. https://doi.org/10.1016/j.chb.2016.04.003

Qureshi, J. A., Bhatti, T., & Khoso, P. A. (2023). EFFECTS OF SOCIAL MEDIA ON
PSYCHOLOGICAL WELLBEING AND ACADEMIC PERFORMANCE AMONG
UNIVERSITY STUDENTS IN SINDH. Pakistan Journal of Educational Research, 6(2).
Raza, S. H., Yousaf, M., Sohail, F., Munawar, R., Ogadimma, E. C., & Siang, J. M. L. D.
(2021). Investigating binge-watching adverse mental health outcomes during Covid-19
pandemic: moderating role of screen time for web series using online streaming.
Psychology research and behavior management, 1615-1629.
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of
intrinsic motivation, social development, and well-being. American psychologist, 55(1),
68.
(Raza, Yousaf, et.al., 2021). Social networking sites, depression, and anxiety: a
systematic review. JMIR mental health, 3(4), e5842.
Satici, B., Kayis, A. R., & Griffiths, M. D. (2023). Exploring the association between
social media addiction and relationship satisfaction: psychological distress as a mediator.
International Journal of Mental Health and Addiction, 21(4), 2037-2051.
Saiphoo, A. N., Dahoah Halevi, L., & Vahedi, Z. (2020). Social networking site use and
self-esteem: A metaanalytic review. Personality and Individual Differences, 153, 109639.
https://doi.org/10.1016/ j.paid.2019.109639

Salim, F., Rahardjo, W., Tanaya, T., & Qurani, R. (2017). Are self-presentation
influenced by friendshipcontingent self-esteem and fear of missing out? Makara Human
Behavior Studies in Asia, 21(2), 70–82. https://doi.org/10.7454/mssh.v21i2.3502

Shane-Simpson, C., Manago, A., Gaggi, N., & Gillespie-Lynch, K. (2018). Why do
college students prefer Facebook, Twitter, or Instagram? Site affordances, tensions
between privacy and selfexpression, and implications for social capital. Computers in
Human Behavior, 86, 276–288. https://doi.org/10.1016/j.chb.2018.04.041

Shang, S. S. C., Wu, Y.-L., & Li, E. Y. (2017). Field effects of social media platforms on
information-sharing continuance: Do reach and richness matter? Information &
Management, 54(2), 241–255. https://doi.org/10.1016/j.im.2016.06.008

67
 Stevenson, C., & Williams, L. (2014). Type D personality, quality of life and physical
symptoms in the general population: A dimensional analysis. Psychology & Health,
29(3),
365–373. https://doi.org/10.1080/08870446.2013.856433

Scharfe, E. (2008). The Childhood Attachment Relationship Scale (CARS): Construction

and validation of a self-report questionnaire for the assessment of the attachment-related
representations in adults. Pityyyv: Psychology Science, 50(4), 426-441. doi:
10.1007/s0029107-011-9519-x.

Tiggemann, M., & Anderberg, I. (2020). Social media is not real: The effect of
‘Instagram vs
reality’images on women’s social comparison and body image. New media & society,
22(12), 2183-2199.
Wegmann, E., Oberst, U., Stodt, B., & Brand, M. (2017). Online-specific fear of missing
out and Internetuse expectancies contribute to symptoms of Internet-communication
disorder. Addictive Behaviors Reports, 5, 33–42.
https://doi.org/10.1016/j.abrep.2017.04.001

Wheatley, D., & Buglass, S. L. (2019). Social network engagement and subjective well‐
being: a life‐course perspective. The British Journal of Sociology, 70(5), 1971-1995
Yang, C., & Lee, Y. (2020). Interactants and activities on Facebook, Instagram, and
Twitter: Associations between social media use and social adjustment to college. Applied
Developmental Science, 24(1), 62–78. https://doi.org/10.1080/10888691.2018.1440233

Yurdagül, C., Kircaburun, K., Emirtekin, E., Wang, P., & Griffiths, M. D. (2019).
Psychopathological consequences related to problematic Instagram use among
adolescents: The mediating role of body image dissatisfaction and moderating role of
gender. International Journal of Mental Health and Addiction, 1–13.
https://doi.org/10.1007/s11469-019-00071-8

68