The impact of social media on daily life is indisputable, with over 2.96 billion monthly active users on Facebook alone. While the platform offers numerous benefits, excessive use can lead to problematic behaviors, raising the question of addiction. A recent study published on January 29, 2025, investigates this phenomenon, exploring the relationship between wanting and liking Facebook functions and their potential link to problematic social media use (PSMU).
The research, conducted by experts at Eötvös Loránd University, focuses on how the various features of Facebook—like notifications for messages, friend requests, and ‘likes’—create different motivational responses among users. By employing the Imaginative Wanting and Liking Questionnaire (IWLQ), the team gathered responses from 1436 participants, asking them to evaluate their expected emotional responses to multiple Facebook notifications.
According to the findings, there is a significant connection between what users desire (wanting) and the emotional satisfaction they gain (liking) from using Facebook. Notably, social-communication features, such as messages, were found to have the highest addictive potential, consistently leading individuals to check their profiles, often resulting in compulsive use.
The study aligns with the Incentive Sensitization Theory (IST), which suggests addiction-related behaviors are driven by persistent desire even when associated pleasure diminishes. This framework helps to underline the dynamics within social media use, appearing similar to substance addiction, where individuals experience intense cravings without equivalent enjoyment.
One of the significant findings was the balance—or often the imbalance—between wanting and liking. "Our findings indicate strong associations between wanting Facebook notifications and problematic use, highlighting social-communication features as the most addictive," the authors state. The strong desire for notifications may not coincide with positive feelings, indicating users might engage with the platform out of compulsion rather than enjoyment.
This imbalance is particularly important, as it suggests users may be addicted to the act of checking social media even when their emotional response is neutral or negative. For example, the analysis revealed high wanting and low liking associated with friend request notifications, highlighting the complexity of users’ motivations for engaging with social media.
Throughout the research, the authors assessed how various notifications like new messages and friend requests relate to wanting and liking, leading to several intriguing conclusions. They observed notable differences among the notifications: message alerts triggered stronger wanting responses than general updates.
The study contributes valuable insights to the conversation around social media and its impact on mental health. While excessive Facebook use can pose risks—including anxiety and diminished life satisfaction—understanding the psychological underpinnings of usage behaviors can help tailor interventions to promote healthier online habits.
Looking forward, the researchers note, "It appears there are dynamics within social media use similar to substance addiction, where the desire does not always align with positive feelings." Further exploration of how different Facebook features contribute to compulsive use is encouraged, and future studies should look at broader aspects of user engagement related to mental health.
Overall, as social media continues to pervade daily life, this research presents compelling evidence of its potential addictive qualities and highlights the importance of mindful usage among users.