Psychology of Media Consumption Impacts on Behavior and Attitudes
Abstract
The research is intended to assist in identifying the role that social media plays in shaping a consumers’ decision making, interpersonal communication changes, and their impact on the emotional state. The quantitative method of research has been adopted which is based on utilizing stratified random sampling, this method was applied to obtain a sample of individuals belonging to ages 18 – 36 and above, the collected data was stratified on the basis of social media consumption with contrast to different results. The complied results have produced a concluding phenomenon that has reflected upon the fact that social media consumption had an effective impact in influencing consumer behavior where 62 percent out of the total respondents have been affected by the digital advertisements. The younger respondents were more prone to making purchases under impulse and to fads advertised through social media. The paper also notes that face-to-face communication has been reduced with half of the regular users of media using the digital channel in preference to in-person communication. Overuse of the media was associated with increased social anxiety and less trust in other people. The research further explores media's role in shaping societal norms and mental health, revealing that 49% of respondents experienced anxiety related to prolonged digital engagement. Also, 61% admitted that media shapes their political ideologies, with traditional media continuing to be the source of information by rural subjects, and an urban population preferring digital media.
Although media is accessible and entertaining, it helps to develop emotional exhaustion and addictions. These findings point to the need to institute media literacy initiative and responsible behaviors towards digital consumption in order to mitigate negative psychological effects.
Keywords: Social Media, Streaming Platforms, Online Videos, Media Exposure, Shaped by Media, Channels of Communication.
