Published Paper Details:

Social media posting has become an integral part of daily life among college students, influencing self-expression, social interaction, and online identity. While social media platforms provide opportunities for connection and visibility, there are growing concerns regarding the impact of frequent posting behaviour on students' mental health. The present study examines the impact of social media posting behaviour on the mental health of college students in Surat City, focusing on students enrolled in the Commerce and Management streams. Using a structured questionnaire and analysing 123 responses from colleges across Surat City using SPSS, the research examines four key factors influencing social media posting behaviour, including Social Approval, Social Comparison, Fear of Missing Out, and Habit or Addiction. The impact on mental health is assessed through four key indicators: anxiety, stress, depressive mood, and sleep and well-being. In the present study, Exploratory factor analysis identified two principal factors significantly affecting social media posting behaviour, Posting Habit and Comparison and Social Approval Seeking. Correlation and multiple regression techniques revealed statistically significant associations between social media posting behaviour and mental health outcomes. Results of the said study indicate that increased social media posting behaviour is associated with higher levels of psychological distress, including anxiety, stress, depressive mood, and sleep disturbance. The study highlights the need for greater awareness of responsible social media engagement among college students.