DIGITAL FOOTPRINTS AND HUMAN BEHAVIOR: A Data-Driven Analysis of Social Media Usage on Sleep, Stress, and Productivity

The aim of this research is to study the effect of Instagram usage on human behavior in terms of sleep quality, perceived stress and productivity. The study uses a large-scale social media behavioral dataset containing demographic, health, and platform engagement variables The study uses a three-stage analytical framework, including Exploratory Data Analysis (EDA), statistical inference (ANOVA, Chi-Square, and Pearson Correlation), and K-Means clustering. Results show significant correlations between behavioral well-being and patterns of Instagram use, especially watching Reels. • Identified four distinct user personas: Passive Scroller, Reels Addict, Balanced Engager, and Digital Minimalist, offering insights into digital consumption and its impact on mental health and productivity.