The impact of self-regulatory states and traits on Facebook use: Priming materialism and social comparisons.

Social Networking Sites like Facebook are an upcoming phenomenon of the modern age. The Social Online Self-regulation Theory (SOS-T) proposes that people use Facebook in order to self-regulate. Using Facebook they regulate their emotions and satisfy a variety of needs and motives. The study's aim was to provide first evidence for the theory by examining the influence of two self-regulatory variables (i.e. materialism and social comparison orientation). Using priming paradigms in two experiments (N1 = 228; N2 = 239), we could show that both variables increase Facebook consumption jointly and independently. Implications for theory building and applied settings are discussed and a forecast of future studies is given.