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Examining social media fatigue and flow experience: a moderated mediation model of addiction and self-esteem

Author

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  • Akhil Prakash
  • Pushpendra Priyadarshi
  • Pankaj Kumar
  • Ajay Singh

Abstract

The dark side of social media (SM) has become an active area of research but, scarce studies exist on the role of unplanned motivational factors and the resulting SM behaviour. To bridge the gap, we explore the link between SM flow, a primary intrinsic motivation for SM use, and fatigue, which is an unwanted outcome. Drawing on the conservation of resources and unplanned behaviour theory, this study seeks to establish addiction as a resource drain and self-esteem as a resource drain buffer in understanding the mechanism of fatigue development from flow experience. We took data from 241 respondents and tested our model for the mediation effect of SM addiction on the relationship between SM flow and fatigue, and the moderation effect of self-esteem on the relationship between flow and addiction. The results indicated that the moderated mediation model is significant. Limitations and implications are discussed.

Suggested Citation

  • Akhil Prakash & Pushpendra Priyadarshi & Pankaj Kumar & Ajay Singh, 2024. "Examining social media fatigue and flow experience: a moderated mediation model of addiction and self-esteem," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 32(2), pages 251-280.
    • Handle: RePEc:ids:ijicbm:v:32:y:2024:i:2:p:251-280
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