SOCIAL MEDIA ADDICTION AND WORK-LIFE BALANCE AMONG YOUTH: EMPIRICAL EVIDENCE

The expanding integration of social media into daily routines has intensified concerns regarding behavioural dependence and its implications for youth well-being. This study examines the relationship between social media addiction and work-life balance among young individuals. A descriptive and analytical research design was adopted, and primary data were collected from 100 respondents aged 16-27 years through a structured questionnaire. Statistical techniques included descriptive analysis, the Kruskal-Wallis test, multivariate analysis of variance (MANOVA), and regression analysis. The findings indicate that social media use among youth is routine and time-intensive, characterised by prolonged daily engagement and frequent checking behaviour. Multivariate results suggest that demographic characteristics such as gender, occupation, and years of social media use do not significantly influence internal and external addiction tendencies. However, regression analysis demonstrates that both internal and external addiction factors are significantly associated with reduced work-life balance, with internal psychological factors exerting a comparatively stronger influence. By distinguishing between internal and external dimensions of social media addiction, the study highlights the central role of psychological dependence and self-regulatory strain in shaping role balance among youth. These findings offer insights for promoting healthier digital engagement within educational and organisational contexts.The findings indicate that social media use among youth is routine and time-intensive, characterised by prolonged daily engagement and frequent checking behaviour. Multivariate results suggest that demographic characteristics such as gender, occupation, and years of social media use do not significantly influence internal and external addiction tendencies. However, regression analysis demonstrates that both internal and external addiction factors significantly associated with reduced work-life balance, with internal psychological factors exerting a comparatively stronger influence. By distinguishing between internal and external dimensions of social media addiction, the study highlights the central role of psychological dependence and self-regulatory strain in shaping role balance among youth. These findings offer insights for promoting healthier digital engagement within educational and organisational contexts.