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<p>This study examined the reinforcing value of social media based on its putative function using a hypothetical social media purchase task (SMPT). Mixed-effects modeling (<i>R</i><sup>2</sup> = .91) evaluated behavioral patterns among 328 university students. We found that function significantly affected consumption at minimal cost (<i>log</i>10 <i>Q</i><sub>0</sub>) but not price sensitivity (<i>log</i>10 <i>α</i>). Social media accessed for escape, information, or automatic positive reinforcement generated greater demand than seeking likes/engagements. Individual <i>Q</i><sub>0</sub> values showed moderate cross-condition correlations (<i>rs</i> = .31–.49), while <i>α</i> values correlated strongly (<i>rs</i> = .81–.95). The Social Media Use Disorder Scale interacted with function to predict <i>Q</i><sub>0</sub>, whereas the Bergen Social Media Addiction Scale predicted <i>α</i> independently of function. These findings reveal how different functional contexts affect demand parameters and suggest attention-seeking motivation may confer vulnerability to problematic use, while individual differences in addiction severity modulate price sensitivity across functional domains.</p>

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A Function-Based Examination of Social Media Demand

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年6月16日

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  • Karl F. Gunnarsson,
  • Mark J. Rzeszutek,
  • Albert Malkin,
  • Promise O. Tewogbola,
  • Sherry Han,
  • Eric A. Jacobs

摘要

This study examined the reinforcing value of social media based on its putative function using a hypothetical social media purchase task (SMPT). Mixed-effects modeling (R2 = .91) evaluated behavioral patterns among 328 university students. We found that function significantly affected consumption at minimal cost (log10 Q0) but not price sensitivity (log10 α). Social media accessed for escape, information, or automatic positive reinforcement generated greater demand than seeking likes/engagements. Individual Q0 values showed moderate cross-condition correlations (rs = .31–.49), while α values correlated strongly (rs = .81–.95). The Social Media Use Disorder Scale interacted with function to predict Q0, whereas the Bergen Social Media Addiction Scale predicted α independently of function. These findings reveal how different functional contexts affect demand parameters and suggest attention-seeking motivation may confer vulnerability to problematic use, while individual differences in addiction severity modulate price sensitivity across functional domains.