The Influence of Social Media on Behavioral Decision Making Among Young Adults in Yeka Sub City.
| dc.contributor.advisor | Dawit (PhD) | |
| dc.contributor.author | Abiy Tekle | |
| dc.date.accessioned | 2025-08-04T11:16:52Z | |
| dc.date.available | 2025-08-04T11:16:52Z | |
| dc.date.issued | 2025-05 | |
| dc.description.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. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6023 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa, Ethiopia | |
| dc.subject | Social Media Usage | |
| dc.subject | Behavioral Decision Making | |
| dc.subject | Young Adults | |
| dc.title | The Influence of Social Media on Behavioral Decision Making Among Young Adults in Yeka Sub City. | |
| dc.type | Thesis |