SOCIAL MEDIA GRATIFICATIONS & ADDICTION: MODERATING INFLUENCE OF DARK TRIAD PERSONALITIES

The social media usage has remained an increasingly worrying concern that sparks much debate on part of personality regarding social media addiction, the dark triad personality attributes. This paper examines the gratifications sought upon social media based on UGT and social media addiction with an emphasis on the dark triad personalities (Narcissism, Psychopathy as well as Machiavellianism as moderating variables. The dark triad personality traits are nefarious to oneself and others, hence, relevant to investigating social media addiction. Findings substantiate hypothesis that UGT is positively correlated with social media addiction, meaning that higher gratifications from SM lead to increased susceptibility to addiction. Still, as hypothesized, dark triad traits did not moderate effects; neither combined nor individual effects of Narcissism, Psychopathy, and Machiavellianism changed strength of relationship between UGT and social media addiction. These implications mean that although UGT is determinant of addiction, dark triad personality characteristics are not salient as moderators. Hence, those individuals who are driven by UGT are likely going to engage in development of addiction irrespective of the personality features that are known to result in the dark triad.