This study aims to investigate the association between two important personality traits (extraversion and neuroticism) and social media addiction (SMA) through social media usage (SMU) while considering the important moderating role of life satisfaction. We collected data from 623 university students in Pakistan through an electronic survey. SmartPLS software was utilized to perform partial least squares - structural equation modeling (PLS-SEM) analyses to verify our proposed model. The results revealed a significant direct association between extraversion and social media addiction whereas social media usage partially mediates this relationship. However, the direct relationship between neuroticism and social media addiction was not found significant but was fully mediated by social media usage. In addition, life satisfaction revealed no moderating effect on the relationship between extraversion, neuroticism, and social media addiction. Our results contribute to the prior studies that intensity of using social media for whatever purpose leads to social media addiction; life satisfaction does not play any role in social media addiction. Limitations and directions for future research are discussed.
Keywords: Extraversion; Life satisfaction; Neuroticism; Personality traits; Social media addiction; Social media use.
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