Social Networking Use Across Gender: Its Association with Social Connectedness and Happiness Amidst the COVID-19 Pandemic

With the increasing popularity of social networking platforms, it serves a greater purpose that is no longer contained simply as a means of social leisure. Social networking sites (SNSs) form and maintain social interactions. Various phenomena revolve around how this usage is associated with certain behaviors, such as keeping social ties online and affecting well-being. It is vital to understand how SNSs may affect users differently during this time, viewing this in the context of the COVID-19 pandemic in the Philippines. Moreover, studies have also suggested that gender plays a role in these behaviors. The present study investigated SNS use and showed evidence of its association with social connectedness and happiness across gender during the COVID-19 pandemic. We empirically examined the association of social networking use with the sense of social connectedness and state of happiness among 420 Generation Z Filipinos (31.4% male) aged 18 to 27. We found that social networking use is not associated with either social connectedness or happiness. Multiple-sample path analysis was performed to investigate further the association between social networking site use, social connectedness, and happiness across gender. SNS use for male participants during stress-related periods predicted decreased social connectedness and happiness levels. General motives for use, or reasons people are likely to use SNSs, also predicted reduced happiness levels among males. Overall, the findings suggest that SNS use by itself may not be sufficient to influence substantial change in social connectedness and happiness and that gender alter the ways of SNS use, given its importance as a crucial channel for communication at the time of the COVID-19 pandemic.