DRIVERS AND IMPACT OF SOCIAL MEDIA AS AN INFORMAL SOCIAL SECURITY MECHANISM IN DISTRICT CHARSADDA, PAKISTAN

Abstract

This study examines the role of social media as an informal social security mechanism in District Charsadda, Pakistan, focusing on the drivers that influence individuals’ perceptions of social protection. The research uses a survey of 465 respondents, capturing demographic information such as age and education level, alongside variables representing digital and social drivers, including ease of crowdfunding, social stigma/shame, social media usage, social isolation, and community-based support mechanisms. Descriptive analysis reveals that the majority of participants are aged 21–30 years, while the most common educational attainment is intermediate or bachelor’s degree, indicating a relatively young and educated sample. Frequency and percentage distributions demonstrate that access to social networks and digital tools is widespread, providing the foundation for informal support systems. In terms of analytical strategy, the study employs regression analysis with robust standard errors to examine the relationships between these predictors and informal social security, measured through perceptions of financial, emotional, and social support. Results indicate that ease of crowdfunding has the strongest positive impact, reflecting the growing importance of digital platforms in facilitating rapid financial assistance during emergencies. Community-based initiatives, represented by popular YouTube programs such as Aam Olas, also exhibit a significant positive effect, highlighting the enduring relevance of localized support networks. Additionally, reduced social stigma is positively associated with informal social security, suggesting that anonymity and inclusivity in online spaces encourage individuals to both seek and provide support without fear of judgment. In contrast, social media usage and social isolation, while conceptually relevant, do not show statistically significant direct effects in the model, suggesting that their influence may depend on interaction with other social or community factors. Among demographic controls, education level is positively associated with perceptions of informal social security, indicating that more educated individuals are better able to leverage social networks and digital tools, whereas age does not have a significant effect. Variance Inflation Factor (VIF) tests confirm that multicollinearity among independent variables is negligible, supporting the robustness of the model. Overall, the findings highlight the importance of combining digital platforms with community-based support and social inclusivity to strengthen informal social security systems. The study contributes to the understanding of how modern communication tools can complement traditional social protection mechanisms, providing policy-relevant insights for local governments, NGOs, and community organizations aiming to improve access to support among vulnerable populations.