Virtual Booth

Social media addiction is defined as the excessive and obsessive usage of social media platforms, which has a negative impact on an individual’s physical and mental well-being. Due to the rising use of mobile devices and social networking sites, this behaviour has become more common. Therefore, this study aims to identify the factors of social media addiction. Data were collected from the Universiti Teknologi Mara (UiTM) Negeri Sembilan, Seremban Campus students, with 369 survey responses collected and analysed. Exploratory Factor Analysis (EFA) was used to discover the factor of the measurement. Kaiser-Meyer-Olkin (KMO) coefficients were found significant respectively at 0.941 which is very good for sampling adequacy and Bartlett’s test generates a p-value of 0.000 which is less than 0.05. Therefore, the Factor Analysis results showed that have were 29 items grouped under five factors: virtual tolerance, virtual communication, virtual problem, virtual information and commitment escalation. This study provides some insights into Generation Z’s social media addiction by revealing their behaviour and activities on social media. As a result, future studies should include a thorough survey to determine the specific social media platforms preferred by Generation Z, their usage habits, and the possible influence on mental health.