TY  - JOUR
AB  - Purpose The purpose of this paper is to explore the phenomenon of social media addiction among student Millennials. The authors use the consumption continuum as a theoretical framework.Design/methodology/approach The authors used a “media deprivation” methodology including both qualitative and quantitative measures.Findings The authors found that social media may exist in some respondents in a “near addiction” phase or the “social media addiction” phase according to the consumption continuum framework. Several themes are discussed.Research limitations/implications While the sample is small, this paper is an exploratory study of social media addiction among Millennials and the first to apply the consumption continuum framework to this context (Martin et al., 2013).Practical implications This paper explores the idea of social media addiction and begins to examine the role that marketing plays in perpetuating this addiction.Originality/value This paper expands the idea beyond Facebook addiction (platform agnostic) and is the first to apply the consumption continuum framework.
VL  - 22
IS  - 2
SN  - 1352-2752
DO  - 10.1108/QMR-02-2017-0058
UR  - https://doi.org/10.1108/QMR-02-2017-0058
AU  - Grau Stacy
AU  - Kleiser Susan
AU  - Bright Laura
PY  - 2019
Y1  - 2019/01/01
TI  - Exploring social media addiction among student Millennials
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Publishing Limited
SP  - 200
EP  - 216
Y2  - 2024/04/25
ER  -