What drives addiction on social media sites? The relationships between psychological well-being states, social media addiction, brand addiction and impulse buying on social media

Participation in social media sites may be attractive to millions of users as it offers many social and emotional rewards. However, relying on social media sites for relief from everyday stress, anxiety and loneliness involves risks of an unhealthy dependence. Understanding addiction behaviors on social media-addiction to social media as well as addiction to brands and impulse buying on social media, is important in order to identify ways to protect consumers' well-being. This research is among the first to examine the relationships between social media addiction, brand addiction, impulse buying and psychological well-being states in the context of social media. We conduct an online survey with social media users (18–44 years of age), and we analyze the tested relationships using structural equation modelling. Results reveal that social media addiction and brand addiction/impulse buying on social media are distinct addiction types. Social media addiction is predicted by anxiety/loneliness and emotional suppression (negative well-being states). Brand addiction/impulse buying, meanwhile, is positively predicted by social media addiction as well as a positive psychological route (mindfulness, happiness, self-esteem). Implications for theory and practice are discussed.