The Influence of Social Media on Behavioral Decision Making Among Young Adults in Yeka Sub City.
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Date
2025-05
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Addis Ababa, Ethiopia
Abstract
The purpose of this study was to investigate the influence of social media on behavioral decision- making among young adults in Yeka Sub City, focusing on four key factors: Social Media Usage
(SMU), Peer Pressure (PP), Demographic Factors (DF), and Psychological Factors (PSYF). in
order to achieve the purpose of the study explanatory quantitative research design was used
data were collected through questionnaire adapted from behavioral decision making model. A
sample size of 295 respondents was surveyed to gather relevant data. The analysis was
conducted using SPSS Version 25, Data analysis was performed using SPSS Version 25, utilizing
descriptive statistics, correlation analysis, multiple regression, and ANOVA to explore the
relationships among variables. The findings revealed that Social Media Usage (SMU) had a
strong and statistically significant positive correlation with Behavioral Decision Making (BDM)
(r = 0.836, p < 0.01). Additionally, Peer Pressure (PP) showed a moderate but significant
correlation with BDM (r = 0.536, p < 0.01), while Demographic Factors (DF) and
Psychological Factors (PSYF) also demonstrated significant positive relationships (r = 0.567
and r = 0.499, respectively, p < 0.01). The model summary showed that the regression model
explained a substantial portion of the variance in decision-making behavior (R² = 0.703), and
the ANOVA result (F = 171.861, p < 0.000) confirmed that the model was statistically significant. These findings indicate that social media usage is a dominant predictor of behavioral decision- making among young adults, while peer pressure, demographic, and psychological factors also
contribute meaningfully. Based on these findings, it is recommended that educational institutions
and community organizations develop programs to promote responsible social media usage and
address the impacts of peer pressure. Furthermore, tailored interventions should consider
demographic diversity and prioritize psychological well-being to empower young adults in
making informed decisions. This study contributes to the understanding of how social media
influences decision-making behaviors in young adults and offers insights for future interventions
aimed at fostering positive outcomes within this demographic.
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Keywords
Social Media Usage, Behavioral Decision Making, Young Adults