Antecedents of social media addiction in high and low relational mobility societies: Motivation to expand social network and fear of reputational damage.

Contrary to previous studies on the antecedent factors of social media addiction, we focused on the social environmental factor of relational mobility (i.e., the ease of constructing new interpersonal relationships) and investigated its relationship with social media addiction. People in low relational mobility societies have fewer opportunities to select new relationship partners and consequently feel a stronger need to maintain their reputation. We hypothesized that (1) people in low relational mobility societies are more strongly addicted to social media because they estimate that greater reputational damage will be caused by ignoring messages and (2) people in low relational mobility societies estimate greater reputational damage than actual damage. We conducted two online experiments with 715 and 1,826 participants. Our results demonstrated that (1) there is no relationship between relational mobility and social media addiction and (2) people in both high and low relational mobility societies overestimate reputational damage. Furthermore, we demonstrated that the social media addiction mechanism differs between societies: (3) people in low relational mobility societies estimate greater reputational damage, whereas (4) people in high relational mobility societies are more motivated to expand their social networks; both mechanisms strengthen their social media addiction. Based on these results, we propose interventions for moderating social media addiction in both high and low relational mobility societies.