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Publication
Pathways to Facebook addiction: A cross-sectional study exploring the relationship between Facebook addiction and activity and the mediating role of self-image congruence & Facebook commitment.
Book Contribution - Book Chapter Conference Contribution
Abstract:Background: The self-image congruence effect, a social psychological phenomenon, suggests that individuals prefer and are more satisfied with products and brands that align with their self-image. Previous research, where actual self-confirmation is a key motive in engaging with the platform, has linked this concept to Facebook commitment. The congruence between a user's self-perception and their digital persona on social media, may intensify this effect, potentially leading to problematic usage . Although consumer behaviour literature often highlights the positive aspects of self-image congruence, its potential contribution to addictive behaviour on social media platforms like Facebook, which allow users to extend their self-image, has not been extensively studied.
Method: Conducted with a sample of 551
UK Facebook users (average age 26.1 years, SD=4.8; 51% females), this cross-sectional survey investigates how self-image congruence and commitment mediate the link between user activities (messaging, posting, liking, commenting) and problematic usage, as measured by the Bergen Facebook Addiction Scale (BFAS), utilizing the PROCESS Procedure in SPSS for statistical analysis
Results: Our findings reveal that both self-image congruence and Facebook commitment serve as significant partial mediators in the relationship between Facebook activities and addiction. The results underscore the importance of identity and emotional connection in understanding problematic social network usage.
Conclusion: The study highlights
the role of user identification with the platform and emotional investment as critical factors
in problematic Facebook usage. These findings provide valuable insights for future research,
particularly in addressing the negative aspects of self-image congruence.
Method: Conducted with a sample of 551
UK Facebook users (average age 26.1 years, SD=4.8; 51% females), this cross-sectional survey investigates how self-image congruence and commitment mediate the link between user activities (messaging, posting, liking, commenting) and problematic usage, as measured by the Bergen Facebook Addiction Scale (BFAS), utilizing the PROCESS Procedure in SPSS for statistical analysis
Results: Our findings reveal that both self-image congruence and Facebook commitment serve as significant partial mediators in the relationship between Facebook activities and addiction. The results underscore the importance of identity and emotional connection in understanding problematic social network usage.
Conclusion: The study highlights
the role of user identification with the platform and emotional investment as critical factors
in problematic Facebook usage. These findings provide valuable insights for future research,
particularly in addressing the negative aspects of self-image congruence.
Book: Journal of behavioral addictions
Edition: July
Volume: 13
Pages: 224-224
Number of pages: 1
Publication year:2024
Keywords:self-image congruence, Facebook addiction, Facebook commitment, social media
Accessibility:Closed