Exploring Behavioural Dimensions of Social Media Engagement: An Exploratory Factor Analysis Among College Youth

Abstract

The present study aimed to identify and validate the underlying behavioural dimensions of social media use among college-going youth. Given the increasing integration of social media into everyday life, there is a need for a multidimensional measurement framework that captures different patterns of engagement beyond simple usage frequency. An Exploratory Factor Analysis (EFA) using Principal Components Analysis with Varimax rotation was conducted on 17 Likert-type items measuring social media behaviours among college students. The variable representing daily smartphone usage hours was excluded, as it was treated as an independent variable in further analyses. The Kaiser–Meyer–Olkin (KMO) Measure of Sampling Adequacy and Bartlett’s Test of Sphericity were applied to assess suitability for factor analysis. Factors with eigenvalues greater than 1.00 were extracted, and factor loadings of 0.45 or above were retained. Internal consistency reliability was assessed using Cronbach’s alpha. The KMO value of 0.906 and a statistically significant Bartlett’s Test (p < .001) confirmed the adequacy of the data for factor analysis. Five major multidimensional behavioural factors emerged: (1) Active Self-Presentation – Content Creation, (2) Feedback Monitoring – Validation Seeking, (3) Passive Browsing – Observation, (4) Negative / Unsupportive Engagement, and (5) Social Comparison – Self-Evaluation. Together, these factors explained a substantial proportion of total variance. Reliability coefficients ranged from 0.765 to 0.842, with the overall Social Media Use Scale (SMUS) demonstrating strong internal consistency (α = 0.846). The findings support the multidimensional nature of social media engagement among college youth. The validated Social Media Use Scale provides a reliable instrument for examining behavioural patterns of social media engagement in academic and psychological research. The identified dimensions offer theoretical and practical insights for educators, mental health professionals, and policymakers seeking to understand how different types of social media behaviours influence value orientation, well-being, and psychosocial development among young adults.