Digital behavior of university students: the paradoxical effects of institutional vs. purposeful social media use on problematic internet use

The integration of technology in higher education presents a paradox: it can enhance learning, but it is also associated with problematic internet use (PIU). This study investigated the differential relationship between academic internet use (IAU), student-defined purpose of social media use (SMU), and PIU. A cross-sectional design was used with a sample of 292 university students in Ecuador, residing in the provinces of Los Ríos, Manabí, Guayas, and El Oro. The analysis was performed using Partial Least Squares Structural Equations (PLS-SEM), with a reflective model of type I relationships. The results evidenced a paradoxical relationship: IAU was positively and significantly associated with higher PIU (β = 0.247, p < 0.001), while SMU showed a protective effect, being negatively associated with PIU (β = -0.263, p < 0.001). Likewise, significant moderating effects of gender were identified, indicating that men and women differentially experience the relationship between technological use and PIU. These findings demonstrate that the intentionality of technology use is more critical than the amount of use itself. It is concluded that universities should promote self-regulation strategies and purposeful use to reduce risks and maximize pedagogical benefits.