COVID-19 Stress and Addictive Social Media Use (SMU): Mediating Role of Active Use and Social Media Flow

The ongoing COVID-19 pandemic is likely to enhance the risk of addictive social media use (SMU) as people spend more time online maintaining connectivity when face-to-face communication is limited. Stress is assumed to be a critical predictor of addictive SMU. However, the mechanisms underlying the association between stress and addictive SMU in crises like the current COVID-19 situation remain unclear. The present study aimed to understand the relationship between COVID-19 stress and addictive SMU by examining the mediating role of active use and social media flow (i.e., an intensive, enjoyable experience generated by SMU that perpetuates media use behaviors). A sample of 512 Chinese college students (M age = 22.12 years, SD = 2.47; 62.5% women) provided self-report data on COVID-19 stress and SMU variables (i.e., time, active use, flow, addictive behavior) via an online survey from March 24 to April 1, 2020. The results showed that COVID-19 stress was positively associated with tendencies toward addictive SMU. Path analyses revealed that this relationship was significantly serially mediated by active use and social media flow, with SMU time being controlled. Our findings suggest that individuals who experience more COVID-19 stress are at increased risk of addictive SMU that may be fostered by active use and flow experience. Specific attention should be paid to these high-risk populations and future interventions to reduce addictive SMU could consider targeting factors of both active use and social media flow.