EVALUATION OF SOCIAL MEDIA ADDICTION WITHIN THE FRAMEWORK OF SOCIAL AND EMOTIONAL LONELINESS: THE CASE OF GENERATION Z'S PROBLEMATIC INSTAGRAM USE

Generation Z represents the generation born in the last five years of the twentieth century and the first ten years of the twenty first century. Unlike other generations, this generation grew up in a period when smartphones, tablets and many technological devices reached individual users, and this has led to them being called digital natives. This study aims to examine the behavioral roots of excessive social media use of Generation Z members and its effect on social and emotional loneliness via the Instagram platform. The study was conducted as quantitative research and was conducted using the relational screening method. The study included 292 participants aged 18-24 who had at least one active Instagram account. The participants studied or continued to study at university or equivalent schools. The Instagram Addiction Scale and the Adult Social and Emotional Loneliness Scale were used in the study. Correlation analysis, regression analysis and ANOVA were used in the statistical analysis of the study. As a result of the study, it was determined that there were strong and significant relationships between Instagram addiction and various psychological factors.