Swipe, Like, Repeat: Towards a Fit-based Theory of Implicit Motives in Social Media Addiction

Abstract

In this paper, we use motive disposition theory to explore the role that implicit motives play in eliciting social media (SM) addiction. In doing so, we propose that individuals' implicit motives—namely affiliation, power, and achievement—interact with the functionalities of an SM platform to elicit SM use. Through a theoretical literature review, we propose five perceived social media functionalities, namely: sharing, relationships, communication, persona, and presence. We posit that as the fit between one’s implicit motives and a platform’s perceived functionalities increases, the motivation to use the platform increases—a pattern that puts individuals at risk of SM addiction by continuously luring their attention to the platform. We also propose that emotion regulation moderates this relationship. Given rising rates of SM addiction, our theory offers new insights into the technical- and human-factors that put individuals at risk of this dark-side SM phenomenon which can reduce life satisfaction and well-being.