Proceedings of The 7th International Conference on New Approaches in Education
Year: 2023
DOI:
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Exploring Social Media Usage Patterns in Ghana: A Mixed-Methods Study
Sabina Mensah Aba Ntim, Bridget Ohemaa Frimpong
ABSTRACT:
This study aims to investigate the patterns and effects of social media usage among individuals in the digital age in Ghana. By employing a mixed-methods approach, combining quantitative surveys and qualitative interviews, the study provides a comprehensive understanding of the motivations, behaviours, and impacts of social media engagement. A purposive sampling technique was utilized to recruit participants for this study. The sample comprised individuals aged 18-35 years in all provinces of Ghana from diverse backgrounds, with varying levels of social media usage. A structured questionnaire was designed to collect demographic information, social media usage patterns (frequency, duration, and platforms), motivations for usage (e.g., entertainment, information seeking, social connection), and perceived impacts on well-being (e.g., self-esteem, social comparison, privacy concerns). The survey was administered online, using a reliable survey platform, to ensure data integrity and anonymity. Participants were requested to respond honestly and to the best of their knowledge.
Descriptive statistics, such as frequencies and percentages, were used to summarize demographic characteristics and social media usage patterns. Inferential statistics, such as correlation analysis and regression models, were employed to explore relationships between variables. Semi-structured interviews were conducted to gain in-depth insights into participants’ experiences and perceptions regarding social media usage.
Thematic analysis was employed to identify recurring patterns, themes, and conceptual categories across the interview transcripts. An iterative process of coding, categorizing, and synthesizing data was conducted to derive meaningful interpretations. The results from the quantitative analysis and qualitative thematic analysis were triangulated to provide a comprehensive understanding of social media usage patterns.
By combining quantitative and qualitative methodologies, this study sheds light on the complex dynamics of social media usage, providing valuable insights for individuals, researchers, and policymakers concerned with the effects and implications of social media in contemporary society.
keywords: digital age, Ghana, individuals, qualitative interviews and quantitative surveys