SCROLL WITHOUT END: SYSTEMATIC REVIEW OF SOCIAL MEDIA ADDICTION’S IMPACT ON YOUTH MENTAL HEALTH AMID DIGITAL MARKETING PRACTICES

Abstract

ABSTRACT
This systematic review investigates the complex relationship between social media addiction
and youth mental health within the context of digital marketing practices. Drawing from 124
empirical studies published between 2020 and 2025, the review synthesizes evidence across diverse
methodologies and populations aged 13–25. The findings consistently demonstrate a robust
association between problematic social media use and adverse psychological outcomes, including
anxiety, depression, and cognitive impairment. The review identifies key mechanisms such as
exposure to cyberbullying, harmful social comparisons, and algorithm-driven engagement as
contributors to mental distress. Protective factors—such as social support, media literacy, and active
engagement—moderate these effects. Additionally, platform design features like infinite scrolling
and push notifications are shown to intensify addictive behaviors. Cultural, gender, and age-specific
differences further shape the relationship between digital engagement and well-being. The COVID19 pandemic amplified these dynamics, increasing digital dependence and related mental health
challenges. While evidence highlights the need for structural interventions, significant research gaps
remain, especially concerning causality and effective mitigation strategies. This review offers critical
insights to guide policy, education, and platform design in promoting healthier digital environments
for youth.