Noor Latiffah Adam and Shaharuddin Cik Soh 2025. THE COGNITIVE CONSEQUENCES OF DIGITAL ADDICTION: EXPLORING THE PHENOMENON OF “BRAIN ROT” . JOURNAL INFORMATION AND TECHNOLOGY MANAGEMENT (JISTM). 10, 39 (Jun. 2025). DOI:https://doi.org/10.35631/JISTM.1039008.