THE ROLE OF ARTIFICIAL INTELLIGENCE DRIVEN TAMIL SOCIAL MEDIA IN CREATING NEW ENTREPRENEURSHIP AND CONSUMER ENGAGEMENT

Abstract

The phenomenon of obsessive scrolling on social media presents a multifaceted challenge, shaped by psychological, behavioral, and technological factors. This study investigates the psychological behavior and emotional impacts of obsessive scrolling, focusing on demographic variations, emotional outcomes, and the role of platform design in perpetuating these behaviors. A sample of 200 respondents, predominantly male (68%) and aged 18-24 and 35-44 years (28% each), highlights the most vulnerable groups affected by this behavior. Marital status was not found to significantly influence scrolling patterns. Descriptive statistics reveal both the negative and positive dimensions of social media use. High mean scores for Impact on Mental Health (M = 33.64) and Potential Benefits with Mindful Usage (M = 34.70) underscore the dual-emotional impact of social media—while fostering anxiety and dissatisfaction, mindful usage offers opportunities for emotional well-being. Regression analysis identifies Need for Interventions (B = 0.025, Sig. = .000) and Negative Emotional Outcomes (B = 0.046, Sig. = .014) as critical predictors. The Prevalence of Obsessive Scrolling (B = -0.028, Sig. = .009) demonstrates its detrimental psychological effects. ANOVA results reveal significant group differences in factors such as Need for Interventions (F = 25.407, Sig. = .000), emphasizing the variability in individuals' experiences. The study concludes that excessive scrolling leads to heightened anxiety, poor sleep, and social comparison while reinforcing compulsive behaviors. To mitigate these effects, it advocates for promoting mindful usage, emotional regulation strategies, digital literacy, and platform accountability. These insights are crucial for balancing the benefits of connectivity with the need for psychological well-being.