Addiction On Mobile Social Networking Site: A Study Among Digital Generation

Abstract

This research investigates mobile social networking site addiction among the Z-generation, focusing on the roles of enjoyment, information value and social influence. Data were collected from 221 respondents using a non-probability purposive sampling method. Statistical analysis was performed using Statistic Package for Social Science (SPSS) version 25 and Partial Least Square Structural Equation Modeling (PLS-SEM). Results indicate that both information value and social influence significantly contribute to mobile social networking site addiction. The importance-performance matrix analysis (IPMA) highlights the significant impact of information value on addiction behaviour. These findings underscore the need for targeted interventions to address mobile social networking site addiction among the Z-generation.