Understanding problematic internet use in the celebrity worship context: A use and gratifications approach

The proliferation of celebrity worship in online spaces has fueled concerns about associated problematic Internet use (PIU). While research has found that gratifications deriving from Internet use elevate the risk of PIU, it is unclear whether celebrity worship also provides gratifications that contribute to PIU. Building on uses and gratifications theory, we examined the associations between PIU (i.e., loss of control and craving) and gratifications from celebrity worship and online interaction, with habitual use as a mediator. Data were collected from 751 Chinese celebrity fans and analyzed using structural equation modeling. We found that identity acquisition and self-expression are two prominent gratifications from celebrity worship. A dual-pathway model was identified, comprising a direct pathway from celebrity worship to Internet craving and an indirect pathway to PIU through habitual Internet use, mediated by diversion, alongside a pathway to Internet craving mediated by escape. Gratifications specific to celebrity worship, namely uniqueness, identity acquisition, self-achievement, and companionship, showed negative or non-significant associations with PIU. These results shed light on the complex implications of celebrity worship. The escape gratification derived from celebrity worship may exacerbate PIU, while gratifications linked to identity formation and social connections may attenuate the risk of PIU. This study underscores the importance of differentiating forms of gratification to determine their associations with PIU. The findings also challenge the dominant view of celebrity worship as problematic, calling for a better understanding of how gratifications, habits, and celebrity-driven behaviors shape individuals’ Internet usage patterns. • This is the first quantitative study investigating the link between gratifications and problematic Internet use in the context of celebrity worship. • Celebrity worship shows both direct and gratification-mediated effects on PIU. • Different gratifications show distinct associations with PIU • Escapism is linked to PIU, while identity acquisition and companionship are not • Habitual Internet use explains for the indirect effects on loss of control