The Impact of Social Media on Female Students in Jordan: A Study on the Psychological and Social Factors Driving Them to Deactivate Their Facebook Accounts

Background/purpose. This research explores the psychological, social, and cultural factors driving female students in Jordan to deactivate their Facebook accounts, amid the rapid evolution of digital technologies, societal pressures, and privacy threats. As social media platforms, especially Facebook, play an integral role in daily life, understanding the motivations behind account deactivation becomes important, particularly in a conservative society where privacy concerns and social expectations are significant. Materials/methods. A descriptive-analytical design was used, with a closed electronic questionnaire distributed to 224 female students from various educational levels. The sample allowed for examining how age and education influence the decision to deactivate Facebook accounts. Data were analyzed using SPSS software, and statistical techniques, including mean averages, standard deviations, T-tests, and ANOVA, were applied to explore significant differences. Results. The findings show that privacy concerns, cyberbullying, and social pressure were the primary reasons for deactivation. Statistically significant differences were found between age groups and education levels, with younger students and those with lower education showing higher sensitivity to privacy and social pressures. The study suggests that deactivation is a defensive behavior reflecting a reaction to an insecure digital environment. Conclusion. The study concludes that deactivating Facebook accounts is not simply a technical decision, but a defensive action reflecting psychological and cultural responses to the risks of the digital space. It emphasizes the need for educational interventions to encourage safe and conscious social media use, especially in conservative environments.