Social Media Use and Social Endurance: Analysis of Social and Psychological Factors

The concept of social networking originated as a new information channel for internetconnections around the world, enabling communities to connect. College students use multipleinternet and social media channels, including networking sites, Facebook, Instagram, and Twitterthat are used to establish connections and share information about everyday life. Ninety percentof undergraduate students have their own Facebook account and spend more than two hoursdaily using this app for social connections. Other social networking sites are also used in thehighest proportion by youngsters, including graduate and undergraduate students. The presentstudy aimed to explore the social media use affects the social endurance of individuals in society.Moreover, it aimed to qualitatively analyze the social and psychological factors amongindividuals in society using social media networks that influence the level of social endurance.Positivism philosophy and inductive approach through exploratory research design were usedunder qualitative research method to investigate the concept of the influence of social media onsocial endurance. A convenient sampling technique was used to collect in-depth interviews from15 participants who were university students. The in-depth interviews were conducted using astructured interview guide consisting of thirty-one exploratory questions addressing theinfluential phenomenon of social media effects through a structured interview guide. The majorfindings of the study reveal the significant positive influence of social media on socialendurance. However, the influence of social media may vary from individual to individual basedon its usage experiences. Interpersonal communication, social interactions, self-esteem, and levelof confidence are social and psychological factors affecting social enduranceusing social life,lifestyle, social standards, social relations, communication, and social endurance.