Abstract

This study investigates the relationship between Big Five personality traits and the time spent on social media. A survey was conducted among 910 university students living in the primary urban centers of Pakistan. Results show that neuroticism, extraversion, and conscientiousness have a strong positive relationship with social media use, whereas openness to experience and agreeableness depicted no significant relationship with the use of social media. Further, there was no significant difference between the social media consumption by male and female students.