Snapping Towards Happiness: The Role Of Snap Chat Addiction And Self-Esteem As Mediators

Abstract

This study examines the extent of Snapchat usage among young adults in Pakistan, aged 18-35, and how they utilize various features of the app in their daily lives. The study also investigates the mediating role of self-esteem and problematic Snapchat usage in explaining the link between Snapchat use and life satisfaction. Data was collected from young adults in Lahore, a metropolitan city in Pakistan. The study found that Snapchat is more commonly used by males, younger age groups (18-24), those with up to 12 years of education, and urban users in Pakistan. Frequent Snapchat users tend to engage more in chatting with friends, viewing spotlight reels, and maintaining streaks. However, visiting profiles is less common among frequent users. The study also highlights a positive correlation between viewing spotlight reels and saving memories. While social media use may have addictive qualities, the study found that only a small subset of the population is at risk of problematic Snapchat use. Additionally, the study suggests that excessive use of Snapchat does not necessarily improve well-being and may have both positive and negative effects on users' self-worth and happiness. The study also indicates that social status plays a significant role in determining happiness.