AN INVESTIGATION ON SOCIAL MEDIA USAGE AND IT’S EFFECT ON USERS MENTAL HEALTH IN BAUCHI METROPOLIS, BAUCHI STATE

This study examined the effects of social media usage on the mental health of young adults in Bauchi Metropolis, Bauchi State, Nigeria. Guided by the Uses and Gratifications Theory (UGT) and the Media Practice Model (MPM), the research sought to determine the level of social media engagement, identify common mental health challenges, assess the relationship between usage patterns and psychological well-being, and propose measures for promoting healthier digital habits. A descriptive survey research design was adopted, with data collected from a representative sample of 384 respondents aged 18–35 years. Findings revealed a high level of engagement, with 74.0% of respondents using social media daily. Anxiety (51.6%), stress (46.4%), and depression (37.0%) were the most common challenges reported, alongside insomnia (29.2%), loneliness (23.9%), and low self-esteem (14.6%). Pearson’s correlation analysis showed a strong positive association between time spent on social media and mental health challenges (r = 0.67, p < 0.01), and a moderately strong association between frequency of use and such challenges (r = 0.61, p < 0.01). Both research hypotheses were supported, confirming that higher frequency and longer duration of social media use are linked to increased psychological distress. The study concludes that while social media fulfils important social and psychological needs, excessive use poses significant mental health risks. It recommends public health campaigns, digital literacy initiatives, and platform-based well-being tools to encourage balanced usage. The findings contribute to the growing body of evidence on the dual impact of social media and provide actionable insights for policymakers, educators, and mental health practitioners. Keywords: Social media usage, mental health, anxiety, depression, Uses and Gratifications Theory, Media Practice Model