The Addictive Cycle of Social Media: Unveiling the Habit Loop

A study conducted by researchers at USC Dornsife College of Letters, Arts and Sciences reveals that social media usage evolves from a conscious choice to an automatic habit, particularly among frequent users. The study found that habitual users continue to post at a consistent rate, regardless of the number of 'likes' or comments they receive. Structural changes to social media platforms may temporarily slow down habitual posting behavior, but frequent users quickly adapt. Motivational interventions are less effective on habitual users, raising questions about the efficacy of regulating harmful or misleading content online.