Visible But Lonely: An Investigation of the Relationship Between University Students' Social Media Use and Online Loneliness

ABSTRACT Objective The aim of this study is to determine the relationship between university students' social media usage habits and motivations and their virtual loneliness levels. Methods The research, designed as a descriptive and cross‐sectional study, was carried out between 7 May and 4 June 2024 and completed with the help of a total of 2480 university students. Data were collected with a questionnaire form, the “Virtual Environment Loneliness Scale (VELS)” and the “Social Media Use Habits and Motivations Scale (SMUHMS)”. A descriptive statistic, a t ‐test, an ANOVA, and Pearson correlation and regression tests were used to analyse the data. Findings University students reported high levels of social media use and moderate levels of virtual loneliness. A significant positive correlation was found between social media use and virtual loneliness. Female students had higher social media usage, whereas male students experienced greater virtual loneliness. Both social media use and virtual loneliness were higher among students aged 18–24, those whose parents had a bachelor's degree or higher, and those spending six or more hours per day on social media. Additionally, social media use habits and motivations together accounted for 21% of the variance in virtual loneliness. Conclusion To build sustainable and meaningful relationships on social media, there is a need to develop conscious usage strategies. In addition to interventions that support digital awareness and conscious media consumption from childhood to university to reduce virtual loneliness, university students' access to social environments and activities where they can have quality face‐to‐face interaction should be increased.