The Role of Narcissism Facets as Predictors of Facebook Addiction among Millennials

The use of social networking sites (SNS) particularly Facebook has increased exponentially over the past few years. Majority of Facebook users consists of the younger generation which is the Millennials. This generation has been constantly branded as ‘Generation Me’ as they are believed to be more narcissistic, egoistical, entitled and self-centred compared to young adults of previous generations. In relation to that, this paper presents a research framework proposing that various facets of narcissism have an impact on Millennial technology users’ addiction towards Facebook. In particular, it is proposed that three facets of narcissism namely leadership/authority, grandiose exhibitionism and entitlement/exploitativeness contribute to Millennials’ Facebook addiction. This proposed framework is both timely and important because it investigates the link between technological users’ psychobiological characteristics and problematic usage of social media at a time when the Internet has risen to occupy an indispensable role in modern living. Insights gained from the application of the proposed framework can be used to assist the government and relevant authorities in formulating new policies or measures that can help to prevent the prevalence of Facebook addiction.