Social media addiction and stress: insights from US Facebook and TikTok consumers

PurposeSocial media addiction and stress are global phenomena, but little is known about how Facebook (Gen Y) and TikTok (Gen Z) users in the US experience these issues. For marketers, understanding social media stress sources is essential for effective marketing. Grounded in several theories, this study aims to test a model of psychological motivations - the need to belong and fear of missing out (FOMO) - and two moderators - gender and social media self-control - of addiction and stress.Design/methodology/approachThis study used an online survey to collect data from Facebook (n = 320 Gen Y) and TikTok (n = 230 Gen Z) users. Data analysis entailed statistical analysis: structural equation modeling, nonparametric tests and hierarchical multiple regression.FindingsResults show the need to belong increases stress among Facebook and TikTok users and social media addiction among Facebook users. On both platforms, consumers' FOMO increases both addiction and stress. Facebook and TikTok use increases addiction. However, while TikTok does not directly increase stress, Facebook addiction does. Two moderators were found for Facebook users: gender and social media self-control. First, the need to belong-addiction link is stronger for male Facebook users. Second, consumers with a low need to belong and FOMO are less addicted to Facebook with high (vs low) self-control.Originality/valueUnderstanding the detrimental effects of social media on consumers' mental health in the form of social media stress and addiction requires examining specific platforms like Facebook and TikTok. This study addresses three gaps in the literature on social media: (1) psychological factors, (2) the role of gender and self-control as moderators and (3) the association between Facebook and TikTok use and stress among Gen Y and Gen Z consumers.