Do evaluation and self-identification relate to self-reported and actual social media use?

BACKGROUND AND AIMS: Social media use can sometimes become excessive and damaging. To deal with this issue, scholars and practitioners have called for the development of measures that predict social media use. The current studies test the utility of evaluation and self-identification measures for predicting social media use. METHOD: Study 1 examined the relation between evaluation (n = 58) and self-identification (n = 56) measures on the one hand and several self-report measures of social media use on the other hand. Study 2 examined whether the main results of Study 1 could be replicated and whether evaluation (n = 68) and self-identification (n = 48) also relate to actual social media use. We probed evaluation and self-identification using implicit and explicit measures. RESULTS: Explicit evaluation and self-identification measures significantly correlated with several of the self-report measures of social media. Explicit evaluation also significantly correlated with several indices of actual social media use. Implicit measures did not relate to social media use. DISCUSSION AND CONCLUSIONS: The current results suggest that researchers and practitioners could benefit from using explicit evaluation and self-identification measures when predicting social media use, especially an evaluation measure since this measure also seems to relate to actual social media use. Study 2 was one of the first to test the ecological validity of social media use measures. Although implicit measures could provide benefits for predicting social media use, the current studies did not show evidence for their predictive utility.