<![CDATA[Social media has reshaped how university students establish relationships and communicate. This study examines the association between the intensity of social media use and the quality of students’ interpersonal communication. A cross-sectional quantitative survey was conducted among 120 Communication Studies students selected through proportional stratified random sampling. Data were collected using a structured Likert-scale questionnaire and analyzed using multiple linear regression with SPSS version 26. Social media use intensity was measured through frequency of use, duration of use, and the type of content consumed, particularly content related to social interaction, information exchange, and entertainment. The results indicate that frequency of use, duration of use, and content type were positively and significantly associated with interpersonal communication quality. Frequency showed the strongest statistical association (β = 0.38, p < 0.001), followed by duration (β = 0.25, p = 0.006) and content type (β = 0.19, p = 0.019). The overall regression model was statistically significant (F = 18.34, p < 0.001) and explained 41.2% of the variance in interpersonal communication quality (R² = 0.412). These findings suggest that patterns of social media use are significantly associated with interpersonal communication quality among university students. Further longitudinal or experimental research is needed to examine the direction and potential causal mechanisms underlying these relationships.]]>
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