Behavioral Dimensions of Social Media Use: A Guna-Based Study of Social Networking Addiction and Nomophobia

The increasing impact of social media on human behavior has caused increasing concern about the negative effects of over-digital participation in the last few years. Two problems have emerged from this tendency: social networking addiction (SNA) and nomophobia (phobia of being without one's mobile phone). The Gunas consist of Sattva characterized by mindfulness, balance, and intentional engagement, Rajas marked by too-active conduct, emotional reactivity, and impulsive behavior, and Tamas defined by inertia, passivity, and unconscious involvement. Based on the Guna framework, the authors developed the Guna-Based Social Media Consumption Questionnaire to assess social media usage patterns. This questionnaire was designed to measure these consumption patterns within this philosophical framework. 106 undergraduate students aged 16–20 years were evaluated using the Guna-Based Social Media Consumption Questionnaire (G-SMCQ), Social Networking Addiction Scale (SNAS), and Nomophobia Questionnaire (NMPQ) under a quantitative correlational design. Statistical analyses, including Pearson's correlation and multiple regression, were applied through SPSS software. Results revealed G-SMCQ had 17 questions with good internal consistency (Cronbach's Alpha score = 0.840) and noteworthy correlations between consumption patterns and digital dependencies: Rajasic consumption showed positive correlations with both SNA (r = 0.452, p = 0.000) and nomophobia (r = 0.280, p = 0.004), Sattvic consumption showed negative correlations with both SNA (r = -0.537, p = 0.000) and Nomophobia (r = -0.300, p = 0.002). Tamasic consumption exhibited no appreciable link with nomophobia but positively correlated with SNA (r = 0.356, p = 0.000). Furthermore, a notable positive connection (r = 0.472, p = 0.000) was found between SNA and nomophobia. These results implied that while Rajasic and Tamasic behaviors may raise sensitivity to social networking addiction and nomophobia, encouraging Sattvic consumption patterns may be a preventive element against digital dependence. Keywords: Social Media Consumption, Triguna Theory, Social Networking Addiction, Nomophobia