The influence of social media addiction on compulsive buying behaviour: A comparative analysis of <scp>LGBT</scp> + and heterosexual consumers

Despite the significant research on impact of social media in people's lives, little is known about extent to which impacts compulsive buying behaviour (CBB). Moreover, previous studies this relationship sampled heterosexual or non-sexually identified populations. This study addresses gap knowledge by examining use and its addiction CBB, together with moderating influence self-efficacy (SEF), through a comparative analysis LGBT+ consumers. The results reveal that consumers are significantly more prone both addictions than heterosexuals, but (SMA) has stronger CBB amongst heterosexuals. SEF non-significant does not moderate SMA either sample. Furthermore, findings suggest non-compulsive could be vulnerable exposure fear missing out.