Social Media Use: A Cognitive Dissonance Analysis of Heavy Users and Engagement Dynamics

Abstract Purpose – This research investigates the correlation between the utilization of social networking sites, user engagement, and cognitive dissonance. It explores the mediating influence of e-compulsive buying behavior (ECBB) in the connection between SNS use, user engagement, and cognitive dissonance, while also examining the moderating impact of self-esteem on SNS use, user engagement, and ECBB. Methodology – Utilizing purposive sampling, this study collected cross-sectional data from 232 female participants actively engaged in social networking sites (SNSs) and who had made 4-5 online purchases during the last six months. Data were gathered through an electronically administered questionnaire. Descriptive data analysis was conducted using SPSS version 21, while SmartPLS version 4.0 was employed to test the proposed hypotheses. Findings – The findings indicate a significant association between the utilization of social networking sites (SNSs) and user engagement with cognitive dissonance and ECBB. Additionally, it was observed that self-esteem played a moderating role in the relationship between SNS use, user engagement, ECBB, and cognitive dissonance, revealing a heightened impact of cognitive dissonance at lower levels of self-esteem. Practical Implications – These results carry implications for implementing interventions aimed at mitigating the adverse consequences associated with social networking site (SNSs) use, thereby fostering favorable mental health outcomes within the community. Moreover, this study offers valuable insights for managers seeking to enhance their social media strategies by analyzing the varied impacts of social media content and understanding the dynamics between posts to engage both active and passive users effectively. Originality/Value – This study contributes to the limited body of empirical research by examining the correlation between social networking site (SNSs) use, user engagement, and cognitive dissonance through the lens of ECBB. Additionally, in response to recent calls from various empirical studies in this field, the inclusion of self-esteem as a moderating variable predicting cognitive dissonance enhances the novelty of this research.