Effects of Social Media Usage on Gratification Obtained: A Study Based among University of Sindh, Jamashoro Students

This study aims to assess the influence of social media use by undergraduate students at University of Sindh. The examination explores the relationships between students’ gratifications and usage of social media, as well as possible consequences that these have on their psychological health, academic achievement, and social interactions. Data for this research was collected using mixed methods approach from a sample population consisting of undergraduate students from different faculties. Questionnaires, interviews and focus groups constituted the research methods. Social media platforms are mainly utilized by students for self-expression purposes, entertainment purposes, connecting with others socially and looking up information among others. A total of 386 students of university of Sindh, Jamshoro participated in survey in order to analyses the data. In addition to this study expanding our understanding about how social media use is impacting college student’s lives; it also helps us understand how it affects general well-being among them.