Analyzing Communication Behavior and Digital Engagement Patterns Among University Students on Social Media Through the Lens of Uses and Gratifications Theory: A Mixed-Methods Approach
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Abstract
The rapid development of digital technology has changed the way people communicate, especially among university students. Social media has become one of the most dominant platforms for building social interactions, exchanging information, and supporting academic activities. Grounded in the Uses and Gratifications Theory, this study aims to explore in depth the communication behavior and digital engagement patterns of university students across multiple social media platforms. Employing a qualitative phenomenological design, data were collected through semi-structured interviews with 25 undergraduate students from various disciplines at three major universities, selected through purposive sampling to ensure diversity in gender, study background, and frequency of social media use. The research seeks to understand student experiences and perceptions regarding the impact of digital communication on both academic and personal life. Thematic analysis was conducted to identify recurring patterns and underlying meanings related to students’ engagement motives and communication styles. The findings indicate that social media not only facilitates flexible communication, but also shapes how students manage relationships and academic collaboration in virtual environments. However, the use of social media also presents challenges, such as reduced face-to-face interaction quality and increased potential for distraction. Theoretically, this research extends the Uses and Gratifications framework by contextualizing it within academic digital engagement, while methodologically contributing to the qualitative exploration of online communication dynamics. The study highlights the importance of understanding digital literacy and responsible media consumption to ensure that students can maximize the benefits of digital communication in the academic environment. The results of this research are expected to provide useful insights for students, educators, and future researchers who are interested in studying digital engagement patterns among the young generation in the era of social media.
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