Factors of social media addiction: a case study among UiTM Seremban students / Nur Asilah Zainal Azim, Nurulatiqah Asmira Anuar and Nurulhajar Adila Adzhan Izani

Social media is a platform where people can share their lives publicly with other people, friends or with strangers as well. The use of social media has no limit among users especially students due to most students are mostly own a smartphone as the medium to access social media. This excessive use of social media may lead to an addiction. This research therefore seeks to analyse the factors of social media addiction among students in UiTM Seremban as well as finding out which social media applications is the most famously used. This research aims to find the most influential factor contributing to the addiction of social media. Primary data have been collected and 357 respondents have been selected as a sample from UiTM Seremban faculties that are 112 from FSKM, 188 from FSPPP and 57 from FSR. A pilot survey was firstly conducted to test the questionnaire reliability and 10 respondents were involved. The data were analysed using SPSS with Logistic Regression as the main method of analysis in order to determine the factors of addiction to social media and to determine the factors that have the most impact on addiction to social media. The findings show WhatsApp is the most widely used application among students. Furthermore, all factors involved including skills in social communication, academic performance and level of privacy and security are proven statistically significant, and the most influential factor is social communication skills.