Facebook Addiction

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University of Massachusetts Boston

ScholarWorks at UMass Boston
Honors Thesis Program in the College of Management 12-1-2011 College of Management

Facebook Addiction: Factors Influencing an Individual's Addiction Erica Sherman
University of Massachusetts Boston

Follow this and additional works at: http://scholarworks.umb.edu/management_hontheses Part of the Marketing Commons Recommended Citation Sherman, Erica, "Facebook Addiction: Factors Influencing an Individual's Addiction" (2011). Honors Thesis Program in the College of Management. Paper 5.

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Facebook Addiction
Factors Influencing an Individual’s Addiction
Erica Sherman

Erica Sherman MGT 478- Honors Thesis Advisor: Werner Kunz Director: Professor Jeffrey Keisler December 2011

ABSTRACT Prior research has proved that an individual could be addicted to the Internet in general, but no research has been done specifically to social networking sites such as Facebook. This study investigates how factors such as personality, gender, procrastination, boredom and ones values may affect the amount of time they spend on Facebook, further concluding that they are either overly obsessive or not about the usage thereof. Further, this study tests whether those same factors influence and individuals likelihood of facing Facebook withdrawal or Facebook devotion. Prior research was conducted using scholarly articles that focused on personality types and Internet addiction. A clear framework was designed prior to this study to outline the major factors that would be targeted through the study and compared against Facebook usage. The model is tested using a two-step approach of qualitative and quantitative methods. The qualitative pre-study was first designed as a way to highlight which factors and values were most important to our particular study. Since very little is known and discussed about Facebook Addiction, it was important for us to use the qualitative pre-study to get an overall understanding of what the general public thinks on this subject matter. Based on the results from the qualitative study, we developed a quantitative survey, which includes likert-style statements that test personality type, values, boredom and procrastination. Based on a sample of undergraduate students we can prove or disprove the theory on personality types directly affecting and individuals Facebook usage. Results most strongly depict that neuroticists, females and those who are procrastinating are more likely to be addicted to Facebook.

Introduction Today, more than ever before, people are finding ways to connect with friends, family members, co-workers, classmates, and those they have just met using social networking sites. One of the most commonly used sites with 800 million active users is a site most are familiar with, Facebook. According to the Facebook website, more than half of the active users log onto their accounts daily. Over the past few years, as usage of Facebook has expanded beyond individual use and into the hands of companies to promote products and services, it has been a main concern for many Universities, schools and companies to monitor and limit the use of the site for fear that some cant perform other tasks if they have access to this site. However, although Facebook could be a great tool to use to connect with friends and maintain relationships, there is a line that could be crossed in which a person utilizes the Facebook site too much. Where does one cross the line from simply using the site to devoting all of their time and energy to checking their news feeds and staying updated on every aspect of their...
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