International Journal of Community Medicine and Public Health

Saju M et al. Int J Community Med Public Health. 2026 Feb;13(2):711-715

http://www.ijcmph.com

pISSN 2394-6032 | eISSN 2394-6040

Original Research Article

DOI: https://dx.doi.org/10.18203/2394-6040.ijcmph20260295

Impact of social media among women in a rural community, South Kerala, India – a community based cross sectional study

Milana Saju1*, Simi Mohan2, Y. Suba Joice3, Rajmohan K.2

1CRRI, Dr. Somervell Memorial CSI Medical College and hospital, Karakonam, Kerala, India

2School of Public Health, Kerala University of Health Sciences (KUHS), Thiruvananthapuram, Kerala, India

3Department of Community Medicine, Dr. Somervell Memorial CSI Medical College, Karakonam, Kerala, India

Received: 30 April 2025

Revised: 15 December 2025

Accepted: 19 January 2026

*Correspondence:

Dr. Milana Saju,

E-mail: milanasajugeorge@gmail.com

Copyright: © the author(s), publisher and licensee Medip Academy. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

ABSTRACT

Background: Social media has emerged as an influential virtual space revolutionizing the digital world across diverse settings. It enables women to bypass traditional, cultural and mobility barriers, it also potential risks such as cyber bullying and addiction. This study explored the impact of social media among rural women.

Methods: A cross sectional study was conducted among 289 women in a rural community in Thiruvananthapuram, Kerala using a pre designed, pretested interviewer administered questionnaire. Data analysis was done using SPSS. Variables were expressed in mean and percentages. Association between socio demographic variables with cyber bullying was analyzed and p value <0.05 was considered statistically significant.

Results: Median age was 31 years, demographic analysis showed 62.3% were graduates, 85.8% were married and 70.2% belonging to low socioeconomic strata. 83.8% of women had a special preference to the social media site Facebook. 55.7% believed that social media has boosted their self-concept but nearly 75% reported deception. 87% felt that children and spouses have been sidelined due to excessive usage consequently decreased productivity. Most women reacted by deleting their accounts. There was a strong association between low socioeconomic and poor educational statuses and chance of having a negative impact.

Conclusions: The digital revolution has enhanced access to information and self-development; however, its negative effects, particularly on family life and risk such as addiction and bullying needs greater attention to promote balanced and safe social media use.

Keywords: Censorship, Cyber bullying, Empowerment, Rural community, Social media, Women

INTRODUCTION

Social media has emerged as an important determinant of social interaction, information dissemination, and health-related behaviors across populations.1,2 The rapid expansion of mobile technology and internet connectivity has facilitated its widespread use in rural communities of India, including south Kerala, where women are increasingly engaging with digital platforms for communication, information seeking, and social participation.3

Among rural women, social media use offers potential public health benefits such as improved access to health information, awareness of government welfare schemes, enhanced social connectedness, and opportunities for informal learning and economic engagement.4,5 These platforms have also played a role in reducing social isolation by enabling continued social interaction beyond immediate household and community settings.6

However, increased engagement with social media may influence psychosocial well-being and family dynamics. Excessive use, prolonged screen time, and exposure to idealized social representations may contribute to emotional distress, altered self-perception, and changes in interpersonal relationships.7,8 In rural settings, where traditional gender norms and family structures remain influential, these effects may have broader public health implications for women’s mental and social well-being.

Despite Kerala’s high literacy and human development indicators, evidence on the public health impact of social media among rural women remains limited. This study aims to assess the impact of social media use among women in a rural community of South Kerala to inform context-specific public health interventions.9

Objectives

The objective of this study was to assess the impact of social media among women in a rural community, focusing on self-concept, interpersonal relationships, empowerment, and the risks associated with its use.

METHODS

This cross-sectional study was conducted among 289 women, based on previous prevalence of cyber-crime among woman being 58% with an allowable error of 10%.10 Data was collected from a Gram Panchayat in south Kerala from August 2022 to October 2022.

The study was approved by the institutional review board and institutional ethics committee [IEC No: SMCSIMCH/EC(PHARM)02/07/19]. A consecutive sampling method was used, with participants aged 18-40 years who had access to the internet included in the study. Purposive sampling technique was adopted.

Instruments

Demographic data were collected using a structured questionnaire.11-13 25 self-administered binary scale on self-concept, interpersonal relationships, information sharing, women empowerment, and addiction was developed to assess the impact. The scale had good reliability, with a CVI of 0.80 and a Cronbach’s alpha greater than 0.7.

Statistical analysis

Data were analysed using SPSS version 21.0, with results expressed as frequencies and percentages. Univariate analysis was performed to assess associations between sociodemographic variables and the impact of social media. A p value of <0.05 was considered statistically significant.

RESULTS

Of the 289 women surveyed, 52.2% were aged 31-45 years, 62.3% were graduates, 85.8% were married, and 70.2% belonged to a low socioeconomic status. The most popular social media platform was Facebook (83.8%). Approximately an average of 55.7% of women reported that social media boosted their self-concept.

Table 1: Distribution of study subjects based on sociodemographic variables (n=289).
Table reproduced from source PDF page 2

However, among the participants 24.9% had experienced deception online, while 85% has benefited in enhancing knowledge. About 87% believed that social media usage had led to a decrease in family time and productivity. Only 16.3%of the study participants preferred online friends. More than half the study subjects have witnessed in women empowerment, in terms of increased opportunities (71.3%), career building (72.7%), decision making (55%). Moreover, 10% of women reported experiencing cyber bullying, and 5.6% experienced cyber infidelity and henceforth 71.6% of the subjects prefer censorship. Although it’s alarming to observe 85.4% of women checking their phones as soon as waking up, only 12.1% of the participants remain addicted to technology while 86% realizing how it has decreased their productivity. There was a significant association between low socioeconomic status and the negative impacts of social media.

Table 2: Distribution of study participants based on impact of social media (n=269).
Table reproduced from source PDF page 3
Table 3: Distribution of study participants based on their opinion on need for censorship (n=289).
Table reproduced from source PDF page 4

DISCUSSION

In the present study, a majority of participants (72.38%) agreed that social media use boosted self-concept; however, this finding contrasts with earlier work by Kumari et al where 82% of respondents disagreed with such an effect.15 Improvement in interpersonal relationships was reported by only 21.54% of participants in the current study, which is comparable to the findings of Kumari et al, where 13.33% reported similar benefits, suggesting limited positive influence of social media on interpersonal bonding.15 A substantial proportion of respondents (78.2%) perceived social media as beneficial for obtaining jobs, a finding that aligns partially with the study by Deekshita et al, in which 38% reported similar advantages, indicating variability in employment-related outcomes across populations.16 The prevalence of cyberbullying in the present study was 10.4%, which is lower than that reported by Lee et al (14.6%) and Copper et al (37%), possibly reflecting differences in awareness, reporting practices, or study settings.17 Overall, the findings highlight both convergences and divergences with existing literature, underscoring the complex impact of social media on psychosocial well-being and cyberbullying experiences.

CONCLUSION

While social media offers numerous benefits, including empowerment and self-expression, it also presents challenges such as addiction, decreased productivity, and online harassment. The study suggested that censorship may help mitigate these negative effects, leading to a more balanced and secure online environment for women. Further research and policy interventions are necessary to ensure the responsible use of social media and protect women from its potential harms.

ACKNOWLEDGEMENTS

Authors would like to express their sincere gratitude to Dr. S. Blessed Singh, HOD, Community Medicine, Dr. Somervell Memorial CSI Medical College, for his invaluable support and guidance. And also, their deepest thanks go to the professors, for their insightful feedback and encouragement. They are grateful to all the participants who contributed to this study.

Funding: No funding sources

Conflict of interest: None declared

Ethical approval: The study was approved by the Institutional Ethics Committee [IEC No: SMCSIMCH/EC(PHARM)02/07/19]

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