Social Media Addiction and the Stigma of Disconnection: Self-and Other-Oriented Motivations in Online Prosocial Engagement

Background: This study challenges the common stigma that social media addiction (SMA) reflects social disconnection. Using a dual-motivation framework, we examine how self-oriented and other-oriented motives shape green information sharing (GIS) and the internalization of green consumption values (GCV) within social media communities. Methods: We analyzed cross-sectional survey data from 532 respondents in Taiwan, of whom 16.54% met the threshold for SMA. Analyses were conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Partial Least Squares Multi-Group Analysis (PLS-MGA). The PLS-MGA results revealed no significant differences in the structural paths between social media addicts and non-addicts. Independent sample t-tests were then employed to examine differences in the four main variables between the two groups. Results: The results show that social media addicts scored significantly higher than non-addicts on all four main variables. These findings suggest that social media addicts are more motivated and display stronger prosocial engagement than commonly assumed. Conclusions: The dual-motivation framework applies to both social media addicts and non-addicts. Moreover, self-oriented motives also drive GIS, indicating that visible online prosocial acts can serve self-image goals.