Social media and compulsive buying: Comparing LGBT+ and heterosexual consumers

What is it about?

The study examines the impact of social media addiction (SMA) on compulsive buying behaviour (CBB) among LGBT+ and heterosexual consumers, and the moderating influence of self-efficacy (SEF). Previous research has focussed on heterosexual or non-sexually identified samples. Significant differences are identified in the prevalence and severity of SMA and CBB, and in the impact of SMA on CBB between LGBT+ and heterosexual consumers. SEF has no significant influence on the impact of SMA on CBB in either group.

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Photo by Rodion Kutsaiev on Unsplash

Photo by Rodion Kutsaiev on Unsplash

Why is it important?

SMA and CBB are complex behavioural conditions which have a serious negative impact on the lives of those affected. Excessive use of social media can contribute to stress, depression, and other mental health disorders that can initiate a spiral of irrational consumption, which can lead to CBB. However, little is known about the relationship between SMA and CBB, particularly among LGBT+ consumers despite their potential vulnerability to both disorders compared with the general population. Key Takeaways: 1. LGBT+ consumers are significantly more prone to both social media and compulsive buying addictions, but SMA has a significantly higher impact on CBB among heterosexuals. 2. SEF has no significant influence on CBB among the LGBT+ group and does not moderate the impact of SMA on CBB in either the LGBT+ or heterosexual groups. 3. Non-compulsive LGBT+ and heterosexual consumers could also be vulnerable to compulsive buying addiction through social media exposure.