EFFECT OF CHANGING DYNAMICS OF SOCIAL MEDIA ON YOUTH: A STUDY OF INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

Abstract

The present study required to examine the role of social media in shaping the changing behavioral dynamics of youth. In modern digital society, social media has evolved from an additional communication tool into an important element of daily life, mostly for young people. These platforms, despite being relatively recent within the global communication landscape, have quickly evolved into multiple channels for involvement between various population groups. Young users, in specific, show increased levels of engagement, utilizing social media for various purposes such as acquiring data, gaining expertise, entertainment, music listening, and the distribution of visual content. This widespread use demonstrates a great goal for connection, engagement, and selfexpression. However, the nature of such connections could result in both good and negative attitudes, impacting how young users see themselves, associate with others, and understand the world around them. This research, conducted at the International Islamic University Islamabad, employed a probability-based stratified sampling technique to gather data from 232 respondents, which were subsequently analyzed using SPSS. The findings revealed that 98.3% of participants actively use platforms such as WhatsApp, Instagram, Skype, Facebook, and Twitter. Moreover, 46.6% of respondents reported that social media notably affects youth behavior, highlighting its considerable influence on the evolving social and emotional experiences of young people.