Heavy social networking and online compulsive buying: a moderated mediation model

Abdulqadir Rahomee Ahmed Aljanabi, Shahd Shwan Ali and Nor Azila Mohd Noor

Behaviour and Information Technology, 2026, vol. 45, issue 5, 970-986

Abstract: Despite the considerable volume of research dedicated to compulsive buying phenomena, there remains a paucity of investigations from the perspective of social identity theory, which encompasses different types of social drivers underlying compulsive purchasing behaviours. Thus, the objective of the current study was to explore online compulsive buying (OCB) as an expression of identity within a specific social group, and to evaluate the predictive relationship of heavy social networking (HSN) and individual self-discrepancy (SD) on tendencies toward compulsive buying. Data includes 367 respondents that obtained from online buyers residing in the Kurdistan Region of Iraq using convenience sampling technique. Smart-PLS software version 4 was utilised to analyse the collected data. After controlling for age and gender, the results showed that HSN was significantly associated with OCB. Upward social comparison (USC) partially mediated this association, while parasocial interactions (PI) did not serve as a mediating factor in this relationship. In addition, SD significantly moderated some of the proposed relationships. Limitations and directions for future research are discussed.

Date: 2026
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DOI: 10.1080/0144929X.2025.2541230

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