Document Type

Undergraduate Thesis

Publication Date



Undergraduate Honours Theses


It has been suggested that an individual’s loneliness is associated with uses of social media as well as with different cultural beliefs (i.e., individualism and collectivism). However, there is little evidence about whether the time spent on social media (e.g., WeChat, Weibo, Facebook, Twitter, Snapchat) and collectivism can predict loneliness in a country that embraces multi-cultures (i.e., Canada). The current study was designed to analyze the relationships between loneliness social media usage (average time spent on social media in a day) as well as the endorsement of collective values. It was expected that the higher endorsement of collective values will offset loneliness and more time spent on social media will facilitate loneliness. Multiple linear regression of data collected from 25 University students in Canada revealed that the score of the endorsement of collective values and average time spent on social media in a day did not predict individuals’ perceived loneliness. Future follow-up studies should emphasize motivations and objective measures of using social media regarding the correlation between collectivism and loneliness and causality of social media usage and collectivism on loneliness in a larger size of sample size.


Thesis Advisor(s): Dr. Mark Cole

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Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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