Identifying the factors associated with homemakers' engagement on social media

Abstract

Social media has become a powerful tool for interaction in contemporary society. Over the last decade, social media has become important in daily life. Additionally, various social media platforms are available, each with its own unique characteristics. Such platforms include Facebook, WhatsApp, Instagram, and others. This study aims to investigate the associations among household responsibilities, relationships with in-laws, feelings of loneliness and isolation, and peer interactions with women's social media engagement. This study employed a quantitative research design. A cross-sectional study was conducted involving 121 rural homemakers. Descriptive analysis was used for socio-demographic variables. Pearson correlation and multiple linear regression analysis were employed to investigate the relationship between the variables. The study's findings revealed a significant association between the variables. The findings suggest that homemakers feel relaxed, up to date, and supported in their personal growth through social media engagement. These platforms are used to share memories with family and friends, exchange information, and make purchases. In addition, the study takes into account Sustainable Development Goal SDG 3: “Good health and well-being”.