Exploring the Influence of Big Five Personality Traits on Social Media Addiction among Pakistani University Students

Aim of the Study: The current study looks into the causes of social media addiction, with a focus on how university students’ use of social media is influenced by their Big Five Personality characteristics. Though social media addiction is a global issue, similar trend of surge in social media usage among university students is observed in Pakistan as well. Methodology: Using probability sampling, a multistage cluster sampling method was applied to gather data from NUML Islamabad. The population was segmented into clusters, including University, Faculty, Departments, and Degree levels (PhD, MS, and BS). The data was collected through a self-administered. A total of 240 students participated, with ages ranging from 18 to 35. Among the respondents, 43.75% were male (N=105), and 56.25% were female (N=135). Findings: The study reveals that extraversion and neuroticism predict social media activities among them. The students who are more inclined towards extraversion are more interested in entertainment and social interaction. Also, the students are fond of liking and commenting on other social media users’ social media activities. Similarly, those university students who scored high on neuroticism are also more inclined towards social engagement, information sharing and seeking, and interacting with other social media users. Conclusion: Although, the study confirms consistent results with earlier researches, however, the study reveals that extraversion and neuroticism increase likelihood of social media usage addiction whereas conscientiousness among social media users serve as a factor that has a negative impact on social media use addiction.