<b>Excessive Use </b><b>o</b><b>f Social Media </b><b>i</b><b>s Negatively Affecting Cultural Values </b><b>i</b><b>n Multan</b>

This study investigates the extent to which excessive social media use (ESMU) erodes traditional cultural values among residents of Multan, Pakistan. Drawing on a cross-sectional survey of 210 Respondents, we operationalized cultural values through family interaction (FI) and cultural erosion (CE) scales and modelled their relationships with a composite ESMU index. Descriptive analyses show moderate to high levels of daily engagement with social networking platforms. Reliability analyses indicate strong internal consistency of the 210-Item instrument (Cronbach’s α = 0.86). Correlation and regression results reveal a significant positive association between ESMU and CE (β = 0.49, p < .05), suggesting that heavier users are more likely to report diminished adherence to local cultural norms. These findings add empirical weight to growing regional concerns over the social costs of digital connectivity and underscore the need for evidence informed media literacy interventions.