Document Type : *
Author
Associate Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
Abstract
Recent advancements in technology have facilitated the use of social media as a means of interpersonal communication. However, it is important to acknowledge that over-reliance on these smart networks can result in many adverse consequences at the individual, societal, and cultural levels. This study was undertaken to examine the influence of culture on social media addiction, specifically focused on the usage of Telegram social media among student populations. The current study employs descriptive and survey methodologies. The data collection approach employed in this field research included the utilization of a standardized questionnaire as the primary data collection tool. The statistical population under consideration consists of the students enrolled at the Semnan campus of Islamic Azad University who actively utilize the messaging application Telegram. A total of 430 questionnaires were provided, of which 400 questionnaires were deemed valid and quantifiable. These 400 questionnaires were further analyzed using the structural equation approach. The findings of this study indicate a significant correlation between Hofstede's cultural aspects (uncertainty avoidance, power distance, masculinity/femininity, individualism, collectivism), perceived trust and utility, and the addiction to Telegram media.
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