A new wave of psychology research shows a clear link between narcissism and addiction to social networking sites. As Thai society embraces digital life, these findings offer timely insights for program designers, educators, and families working to safeguard mental well-being.
Experts say the study helps explain why some people become dependent on platforms such as Facebook, Instagram, and TikTok. The research, summarized by a reputable science outlet, builds on the idea that social media functions as a stage for self-promotion and constant validation. In Thailand, where smartphone ownership and internet access are among the highest in Southeast Asia, the implications are especially relevant.
Thailand now ranks among the world leaders in daily online time, with data indicating many users spend more than nine hours online each day. The country’s broad adoption of social networks—used by millions of Thais—fuels conversations about mental health, cyberbullying, and the blending of online and offline identities.
Key findings indicate that individuals with grandiose narcissism—a strong need for admiration and an elevated sense of self-importance—tend to use social media more intensely. They seek attention and approval through posts and interactions, creating a reinforcing cycle. When expected feedback is lacking, some may experience withdrawal symptoms akin to other behavioral addictions, such as anxiety and irritability.
Interviews and analyses suggest social platforms offer nearly unlimited audiences for self-expression, appealing to narcissistic personalities. A behavioral psychology expert at a leading Thai university notes that platform features—likes, comments, and followers—reward narcissistic behavior, making it harder to curb engagement. This can have negative effects on both individual mental health and social dynamics.
International studies echo these patterns. Research in Personality and Individual Differences reports that narcissistic users post more selfies, status updates, and curated content to attract positive feedback. In a Thai setting, online behavior often aligns with local cultural values around face and reputation, and with concepts such as namjai (generosity and presentation) and bunkhun (social ties and status). These cultural dynamics can intensify the cycle described by the research.
Looking ahead, Thai psychologists warn that unchecked online addiction—particularly among youths—could worsen loneliness, body image concerns, and social comparison. The Ministry of Digital Economy and Society has emphasized the need for digital literacy and mental health support that address online addiction beyond simply reducing screen time. A mental health advisor at a major Bangkok hospital emphasizes that recognizing personality risk factors enables better, culturally tailored interventions and public education.
Practical steps for readers include reflecting on personal motives for using social media, setting daily usage limits, and prioritizing offline relationships. Families and schools play a crucial role in media literacy and self-esteem development so youths can distinguish genuine connection from superficial validation. Community groups can help raise awareness of online risks while preserving the positive aspects of Thailand’s vibrant digital culture.
Researchers and policymakers are called to study Thai patterns of social media use, consider local cultural factors, and collaborate with international experts. Through such work, Thailand can balance the opportunities of the digital era with strategies that protect mental well-being.