THE DARK SIDE OF SOCIAL NETWORKING SITES

Abstract

SOCIAL NETWORKING SITES (SNSS) HAVE BECOME AN IMPORTANT TOOL FOR INDIVIDUALS TO INTERACT WITH EACH OTHER. HOWEVER, DESPITE THE GREAT SOCIAL VALUE OF SNSS, PROBLEMATIC USE OF IT CAN LEAD TO SOME UNWANTED OR UNANTICIPATED CONSEQUENCES. IN THIS THESIS, WE CONDUCT TWO STUDIES TO INVESTIGATE TWO DARK SIDES OF SNS USAGE: SNS ADDICTION AND DIFFUSION OF DEPRESSION ON SNSS. STUDY ONE ANSWERS THE QUESTION: ?WHY AM I ADDICTED TO SNSS?? BY INVESTIGATING THE ROLE OF SNS CHARACTERISTICS IN THE FORMATION OF SNS ADDICTION. STUDY TWO ANSWERS THE QUESTION: ?WHY DO I FEEL DEPRESSED ON SNSS?? BY INVESTIGATING THE DIFFUSION OF DEPRESSION ON SNSS. BOTH OF THESE TWO STUDIES CONTRIBUTE TO THE ACADEMIA AND THE SOCIETY BY PRODUCING THEORETICAL EXPLANATIONS, VALUABLE RESULTS AND POSSIBLE REMEDIES OF THE NEGATIVE CONSEQUENCES CAUSED BY SNS USAGE.