A Function-Based Examination of Social Media Demand

Abstract 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 ( R 2 = .91) evaluated behavioral patterns among 328 university students. We found that function significantly affected consumption at minimal cost ( log 10 Q 0 ) but not price sensitivity ( log 10 α ). Social media accessed for escape, information, or automatic positive reinforcement generated greater demand than seeking likes/engagements. Individual Q 0 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 Q 0 , 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.