Appetitive aggression, i.e., the motivation to obtain rewards through aggressive behaviors, has been suggested as a key driver of cyberbullying. Due to the contextual properties of cyberspace (e.g., anonymity), it is assumed that the negative effects of cyberbullying are masked, leading to a preponderance of its positive outcomes (e.g., thrill). Since cyberbullying occurs predominantly in social media, reward-learning effects may lead to problematic social media use, such as addiction. Anti-cyberbullying inclusive norms might act as a buffering factor to break this chain. However, while inclusive norms are known to reduce cyberbullying in general, their influence on the indirect effect of appetitive aggression via cyberbullying on social media addiction is yet unknown. The present study examined this indirect effect, while taking the moderating role of inclusive norms into account. A total of 1064 adolescents (42.05% male, Mage = 14.07, SD = 2.15) completed questionnaires. Results revealed the indirect effect of appetitive aggression on social media addiction through cyberbullying as expected. Surprisingly, this indirect effect was amplified with increasing anti-cyberbullying inclusive norms. Our findings indicate that appetitive aggression, which manifests in cyberbullying, contributes to the development of social media addiction. The unexpected results and the implications of our findings were discussed.
Keywords: adolescents; appetitive aggression; cyberbullying; inclusive norms; social media addiction.