Abstract
BACKGROUND: In Indonesia, with a total population of 278.7 million, it was recorded that almost half the population were social media users (49.9%) in 2024. Studies from various sources report that passive and excessive use of social media, especially in the student age category, is a trigger for Social Media Disorder (SMD). However, research examining the socio-cultural factors of SMD is lacking, especially in the Indonesian context. Thus, in this study, we aimed to explore the phenomenon of SMD to reveal the social and cultural aspects among college students. METHODS: We conducted a qualitative case study, and data were obtained using semi-structured online interviews conducted in April-June 2025. A total of 12 informants (Code: I 1-12) aged 18-22 years scored 5-9 using the SMD scale from 12 faculties at the Universitas Indonesia. The data was collected through semi-structured online interviews. The data were analyzed using reflexive thematic analysis. RESULTS: All participants had accounts on WhatsApp, LINE, Instagram, TikTok, X (formerly Twitter), and YouTube. Nine common subthemes were identified across participants: (1) 'Duration of social media use', (2) 'The second accounts of Instagram', (3) 'Each social media has different motivation uses', (4) 'Passive activity on social media', (5) 'Importance of peer groups', (6) 'Lack of openness toward parents', (7) 'Collective efficacy gives courage to speak up', (8) 'Social etiquette is a must', and (9) 'The shifting of cultural value during social media use'. CONCLUSION: Social media use among students was deeply embedded in their academic routines, emotional coping strategies, and social navigation. Ultimately, addressing SMD requires a shift from simplistic models of addiction toward a more nuanced understanding that integrates cultural context, peer dynamics, and emotional well-being.