Attachment theory as a framework for explaining engagement with Facebook

• We tested whether attachment style predicts Facebook activity.
• Attachment anxiety predicted more feedback seeking and general Facebook activity.
• Attachment avoidance predicted less feedback seeking and general Facebook activity.
• Feedback sensitivity mediated the effect of attachment anxiety on Facebook activity.
• The effects of attachment avoidance were mostly due to (low) extraversion.

Research on the relation between personality and styles of engagement with social media is surprisingly limited and has generated mixed results. The present research applied attachment theory to illuminate individual differences in styles of Facebook engagement. Two studies (N = 583) supported a mediational model explaining various forms of active Facebook use as stemming from attachment anxiety, which predisposes individuals to sensitivity about social feedback, thereby leading them to engage in attention-seeking social media behavior. These results held while controlling for extraversion, neuroticism, and self-esteem. Attachment avoidance predicted restrained Facebook use, primarily due to its association with (low) extraversion. These findings resolve inconsistencies in previous research and demonstrate that attachment theory is a particularly useful framework through which to study the influence of personality on social-media behavior.