Emerging Adulthood Uses and Gratifications of Social Media During the COVID-19 Pandemic: A Mixed Methods Study Among Filipino College Students

Abstract

This exploratory mixed methods study examines how the emerging adulthood development tasks of autonomy, intimacy, and identity are reflected in the social media (SM) uses and gratifications during the COVID-19 pandemic. This research draws its analysis from qualitative and quantitative data from an online survey of 1003 Filipino college students aged 18–29. Convenient sampling was done via online recruitment on social media sites. Qualitative findings reveal subcategories characterizing how respondents use social media to meet three developmental needs of EA: (1) autonomy, by practicing informational control and performing adulthood-related tasks; (2) intimacy, by maintaining relationships with peers and family; and (3) identity, by engaging in educational experiences and in entertainment and self-expression. Quantitative strand results suggest that sex, household income, Instagram and Tiktok use, and the number of active SM sites are significantly associated with the use of SM for at least one emerging adulthood development task (p < 0.05).

Keywords

COVID-19 emerging adulthood mixed methods pandemics social media uses and gratifications

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