The influence of social media addiction on compulsive buying behaviour: a comparative analysis of LGBT + and heterosexual consumers

Despite the significant research on the impact of social media in people's lives, little is known about the extent to which social media impacts on compulsive buying behaviour (CBB). Moreover, previous studies of this relationship sampled heterosexual or non‐sexually identified populations. This study addresses this gap in knowledge by examining the impact of social media use and its addiction on CBB, together with the moderating influence of self‐efficacy (SEF), through a comparative analysis of heterosexual and LGBT+ consumers. The results reveal that LGBT+ consumers are significantly more prone to both addictions than heterosexuals, but that social media addiction (SMA) has a stronger impact on CBB amongst heterosexuals. Moreover, SEF has a non‐significant influence on CBB amongst both heterosexual and LGBT+ consumers and does not significantly moderate the impact of SMA on compulsive buying behaviour in either sample. Furthermore, the findings suggest that both heterosexual and LGBT+ non‐compulsive consumers could be vulnerable to compulsive buying addiction through social media exposure and the fear of missing out.

Social Media and Compulsive Buying: Comparing LGBT+ and Heterosexual Consumers

The study examines the impact of social media addiction (SMA) on compulsive buying behaviour (CBB) among LGBT+ and heterosexual consumers, and the moderating influence of self-efficacy (SEF). Previous research has focussed on heterosexual or non-sexually identified samples. Significant differences are identified in the prevalence and severity of SMA and CBB, and in the impact of SMA on CBB between LGBT+ and heterosexual consumers. SEF has no significant influence on the impact of SMA on CBB in either group.

SMA and CBB are complex behavioural conditions which have a serious negative impact on the lives of those affected. Excessive use of social media can contribute to stress, depression, and other mental health disorders that can initiate a spiral of irrational consumption, which can lead to CBB. However, little is known about the relationship between SMA and CBB, particularly among LGBT+ consumers despite their potential vulnerability to both disorders compared with the general population.

Key Takeaways:

1. LGBT+ consumers are significantly more prone to both social media and compulsive buying addictions, but SMA has a significantly higher impact on CBB among heterosexuals.

2. SEF has no significant influence on CBB among the LGBT+ group and does not moderate the impact of SMA on CBB in either the LGBT+ or heterosexual groups.

3. Non-compulsive LGBT+ and heterosexual consumers could also be vulnerable to compulsive buying addiction through social media exposure.