EXCESSIVE SOCIAL MEDIA USE AND ADHD SYMPTOMATOLOGY IN EMERGING ADULTS: A NEUROCOGNITIVE STUDY FORM PAKISTAN

Abstract

Introduction: The rapid rise of social media use among emerging adults has raised concerns about its association with attention-deficit/hyperactivity disorder (ADHD) symptoms. From a neurocognitive perspective, social media platforms promote rapid reward processing and frequent attentional shifts, which may disproportionately attract individuals with attentional vulnerabilities. Evidence from South Asian contexts, however, remains limited.

Methods: A cross-sectional study was conducted with 300 undergraduate and postgraduate students at the University of Okara, Pakistan. Participants completed self-report measures assessing excessive social media use, daily time spent on social media, and ADHD symptom severity, including inattention and hyperactivity–impulsivity. Data was analyzed using descriptive statistics, Pearson correlations, and hierarchical multiple regression.

Results: Participants reported high levels of daily social media use. Both excessive use and greater daily exposure were significantly and positively associated with ADHD symptom severity, with stronger relationships observed for inattentive symptoms. Regression analyses indicated that social media use explained a substantial proportion of variance in ADHD symptoms beyond demographic factors.

Discussion: The findings provide cross-cultural evidence linking dysregulated social media engagement with ADHD symptomatology, particularly attentional difficulties, in emerging adults. These results highlight the importance of considering digital behavior in understanding attentional processes and underscore the need for culturally sensitive approaches in ADHD research and intervention.