The Influence of Social Media on Youth Identity and Behavior. A Research Study in Media Psychology and Digital Identity

Abstract

The increasing integration of social media into everyday life has significantly influenced how young individuals construct identity and seek social recognition. This study examines the role of social media use in shaping youth identity, with particular emphasis on self-presentation practices, the influence of social media, and perceived social recognition. Using a quantitative research design, data were collected from 86 respondents through a structured questionnaire. Descriptive statistics, factor analysis, correlation analysis, and multiple regression analysis were employed to analyze the data. The findings reveal that social media use is significantly associated with identity-related processes and social recognition. Correlation analysis indicated significant positive relationships among all study variables. Regression results further demonstrated that social media use, self-presentation as a mediating variable, and the influence of social media as a moderating variable significantly predict social recognition. Among these, the influence of social media emerged as the strongest predictor, highlighting the intensified impact of digital platforms on youth social experiences. The study contributes to the existing body of knowledge by empirically validating a framework that integrates mediating and moderating mechanisms in understanding social media’s role in youth identity formation. The findings underscore the importance of recognizing social media as an influential social environment that extends beyond online interaction to shape offline self-perception and social outcomes. These insights have implications for researchers, educators, and policymakers concerned with youth development in digitally mediated contexts.

Keywords: Social Media, Youth Identity, Behavior, Media Psychology, Digital Identity