Compulsive Use of Social Media and Unrestrained Buying Behavior: Delineating the Role of Social Comparison, Fear of Missing Out and Self Esteem

Drawing on Theory of Compensatory Internet Use and Social Comparison Theory, the study explores how compulsive use of social media can lead to impulsive and compulsive buying behaviors among young adults in India. Findings reveal that compulsive social media use positively correlates with both impulsive and compulsive buying behaviors. This relationship is significant mediated by social comparison and FoMO, suggesting that users who frequently engage in social media are more likely to compare themselves to others and experience anxiety over missing out, thereby driving them towards unrestrained buying. Additionally, self-esteem negatively significant moderates these relationships, with individuals possessing high self-esteem less likely to succumb to impulsive and compulsive buying due to social comparison and FoMO. Research contributes significantly to digital marketing field by offering insights into the darker aspects of social media's impact on consumer behaviour. Furthermore, study's conceptual model integrates compensatory internet use theory and social comparison theory, providing a novel framework for future research on digital consumption behaviors.