Materialists on Facebook: the self-regulatory role of social comparisons and the objectification of Facebook friends

In this study, we examine chronic materialism as a possible motive for Facebook usage. We test an explanatory mediation model predicting that materialists use Facebook more frequently, because they compare themselves to others, they objectify and instrumentalize others, and they accumulate friends. For this, we conducted two online surveys (N(1) = 242, N(2) = 289) assessing demographic variables, Facebook use, social comparison, materialism, objectification and instrumentalization. Results confirm the predicted mediation model. Our findings suggest that Facebook can be used as a means to an end in a way of self-regulatory processes, like satisfying of materialistic goals. The findings are the first evidence for our Social Online Self-regulation Theory (SOS-T), which contains numerous predictions that can be tested in the future.