The interplay between neuroticism, extraversion, and social media addiction in young adult Facebook users: Testing the mediating role of online activity using objective data

Studies indicate neuroticism and extraversion as factors explaining individual differences in online activity, and social media addiction. The present study investigates the hypothesis that extraversion and neuroticism may be linked with social media addiction because of their association with higher online posting activity. Further, we test the additional hypothesis that the level of positive social feedback received online (i.e., number of Likes) could play a role in mediating this effect, i.e., a serial mediation effect. Sample consisted of 1094 Facebook users, 72% females, aged 18–35. Social media activity was assessed collecting Facebook passive data consisting of the number of status updates, and Likes received during the last 12 months. Personality and social media addiction were assessed via self-report measures. Results showed neuroticism had a direct positive association with addictive social media use, while extraversion did not. Further, frequency of status updates mediated of the link between each personality trait and addictive social media use. Received Likes mediated the link between extraversion and addictive social media use, while no effect emerged for neuroticism. Finally, we found support for the hypothesis of a serial mediation effect linking personality, number of status updates, received Likes, and social media addiction. For both extroverts and neurotics, receiving positive feedback because of increased activity was linked to an increase in the risk for social media addiction. These results highlight the existence of different patterns of associations linking these personality traits, online activity, and social media addiction.