The Relationship between Para social Behaviour, Materialism, and Social Media Addiction: A Study on Psychological Dynamics

Abstract

In recent years, the proliferation of social media platforms has reshaped the landscape of media consumption and interpersonal relationships. This shift has given rise to parasocial interactions, wherein individuals form one-sided connections with media personalities. Concurrently, materialism and social media addiction have emerged as prevalent psychological phenomena, influencing individual behaviours and well-being. However, the intricate interplay between these variables remains largely unexplored in the existing literature. Drawing upon an extensive review of literature and empirical research, the current study seeks to elucidate the connections between para social behaviour, materialism, and social media addiction. Employing a mixed- methods approach, quantitative surveys and qualitative interviews were conducted to gather data from a diverse sample of social media users. Statistical analyses will be employed to examine correlations, mediations, and moderations between variables, while qualitative data will provide nuanced insights into individual experiences and perceptions. The anticipated findings of this research endeavour hold promise for deepening our understanding of the psychological mechanisms underlying parasocial interactions and their implications for materialism and social media addiction. Additionally, the insights gleaned from this study may inform the development of interventions and strategies aimed at promoting healthier media consumption habits and mitigating the adverse effects associated with excessive social media use.