Do millennials' personalities and smartphone use result in materialism? The mediating role of addiction

PurposeThis paper aims to use the five-factor model's (FFM: emotional instability, introversion, openness to experience, agreeableness and conscientiousness) personality traits and the need for arousal to explain millennials' habitual and addictive smartphone use and resultant materialistic inclinations. The study also test the mediating role of addictive use in the relationship between habitual use and materialism.Design/methodology/approachParticipants' self-reported data (n = 705) from a sample of millennials were gathered using a cross-sectional survey approach conducted in Malaysia and studied using structural equation modelling with partial least squares (PLS-SEM).FindingsThe results discover that emotional instability, openness to experience, agreeableness and need for arousal have a significant influence on habitual smartphone use. Conversely, introversion and conscientiousness have no significant impact on habitual use. Fascinatingly, millennials' habitual use positively influences their materialism. Furthermore, addictive smartphone use positively affects materialism and mediates the relationship between habitual use and materialism.Originality/valueThe FFM, a prominent personality trait model, has been used in numerous studies to predict usage intention. However, the particular dimension of the FFM personality traits that drive habitual and addictive smartphone use to trigger materialistic tendencies among millennials needs to be exposed in an emerging market context. The results emphasise the need to consider this demographic's personalities when attempting to comprehend how habitual use and materialism occur. This study also provides practitioners with helpful information in creating targeted interventions to encourage healthy smartphone use behaviours and reduce possible adverse effects related to addictive smartphone use and materialistic attitudes.