Entertainment or Earning? The Determinants of Digital and Social Media Usage Among University Students in Peshawar

Abstract

The rapid expansion of digital and social media has transformed how individuals interact, acquire information, and engage in economic activities. This study examines whether university students in Peshawar primarily use digital and social media for entertainment or income generation. Using a structured questionnaire, data was collected from 400 undergraduate students across four universities. The study employs an ordered probit model regression to analyze the factors influencing students' attitudes towards digital earning and freelancing. The results indicate that education level and age significantly impact students' willingness to engage in digital earning, with job security and socio-cultural norms playing crucial roles. While perceived risks, access to technology, and technical support do not show significant effects, the findings highlight the need for awareness and institutional support to promote digital earning as a viable career path. The study contributes to understanding the digital economy's potential and its implications for economic empowerment in developing regions.