Keywords
Attachment Theory
Human Behaviour
Self-Esteem
Mental Health
Social Interaction
Psychological Well-Being
How to Cite
Abstract
The rapid proliferation of social media platforms has transformed the way individuals communicate, establish relationships, construct identities, and engage with the social world. While social media offers unprecedented opportunities for connectivity, self-expression, information sharing, and community participation, growing concerns have emerged regarding its influence on psychological well-being, interpersonal relationships, cognitive functioning, and behavioural patterns. Existing research has largely examined these outcomes in isolation, resulting in a fragmented understanding of how social media shapes human behaviour. This paper presents a theoretical analysis of the impact of social media on human behaviour through the lens of Attachment Theory. Drawing upon contemporary literature published between 2020 and 2026, the study synthesizes evidence relating to self-esteem, identity formation, social interaction, mental health, emotional well-being, cognitive processes, and behavioural outcomes associated with social media use. The analysis argues that attachment orientations significantly influence how individuals engage with digital environments, seek validation, interpret social feedback, and regulate emotions online. Secure attachment is generally associated with healthier patterns of social media engagement, whereas insecure attachment styles may increase vulnerability to social comparison, excessive reassurance seeking, emotional distress, and problematic usage behaviours. The paper further discusses the positive and negative implications of social media engagement and highlights the relevance of Attachment Theory in understanding individual differences in online behaviour. The study contributes to the growing body of digital psychology literature by offering an integrated theoretical perspective and identifying directions for future research, practice, and policy aimed at promoting healthier digital engagement.
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