Exploring user Predispositions, Usage Patterns, and the Bandwagon Effect on Instagram and Snapchat

Abstract

This study investigated the impact of addictive social media use, age, and academic level on the bandwagon effect among undergraduate students. The study hypothesized that addictive social media use would predict a higher bandwagon effect, while age and academic level would not. Data was collected from 659 undergraduate students using a questionnaire measuring social media addiction, bandwagon effect, age, academic level, and demographic information. Correlation and regression analyses were conducted to test the hypotheses. Results indicated that addictive social media use was a significant predictor of the bandwagon effect, confirming Hypothesis 1. However, neither age nor academic level were found to be significant predictors, rejecting Hypothesis 2. The study concluded that frequent and excessive social media use can lead to a stronger tendency to follow trends and conform to peer pressure. This has implications for understanding the influence of social media on individual behavior and decision-making.