SOCIAL MEDIA USE AND SOCIALIZATION AMONG UNIVERSITY STUDENTS IN AZAD JAMMU AND KASHMIR

Abstract

There has been a phenomenal increase in the use of the internet worldwide. Social media use, including the use of Facebook, Twitter, YouTube, and Instagram, has become almost the norm among the new generation. Social media seems to have a significant impact on people's educational, social, cultural, and political lives. People are making use of social media for educational purposes and for sharing information, demonstrating that social media is more than just a tool for fun and entertainment. The purpose of this study was to investigate social media use among university students in Azad Jammu and Kashmir, Pakistan. The population of this study consisted of all BS students who were enrolled in the fall of 2020. A proportionate random sampling technique was used to select the appropriate sample for this study. The sample of the study consisted of 300 students from three public universities in Azad Jammu and Kashmir. Data was obtained through a questionnaire survey and analyzed using appropriate statistical techniques. Findings of this study revealed that university students in Azad Jammu and Kashmir use social media just for academic purposes but rarely for entertainment and socialization. This study has important implications for students, teachers, and the management system of universities. This study recommends that the students make better use of other social media applications, e.g., Skype, Twitter, and Facebook, just for academic purposes. The university faculty may also encourage students about the importance of these social media applications for socialization.