A new wave of psychological research highlights a compelling connection between narcissism and social networking site addiction, raising concerns about the impact of personality traits on online behavior. As social media platforms continue to play a central role in daily life, this latest study provides critical insight not only for global users but also for Thai society, where smartphone and internet penetration are among the highest in Southeast Asia.
The significance of this finding lies in its ability to explain why certain individuals develop problematic social media habits more readily than others. According to the research, those who exhibit stronger narcissistic personality characteristics are statistically more vulnerable to becoming reliant on platforms such as Facebook, Instagram, and TikTok. The study, published in a peer-reviewed academic journal and summarized by PsyPost, builds on previous knowledge that social media can serve as both a stage for self-promotion and a source of constant validation.
The research is especially relevant for Thailand, where internet users devote more than nine hours per day online on average, according to a 2024 DataReportal survey. Thailand’s pervasive digital culture and the enthusiastic adoption of platforms like Facebook—used by over 48 million Thais—can amplify the risks highlighted by the study. The popularity of social networking sites among youth has sparked national conversations about mental well-being, cyberbullying, and the blurring of online and offline identities.
Key findings from the study reveal that individuals exhibiting grandiose narcissism, characterized by a heightened sense of self-importance and a need for admiration, are prone to excessive social media use. These users are inclined to seek attention, approval, and validation through posts and interactions, creating a reinforcing cycle. When the anticipated feedback is not received, users may experience withdrawal symptoms similar to those associated with other forms of behavioral addiction, such as anxiety and irritability (see: APA Dictionary of Psychology).
Drawing on interviews and analyses, experts in psychology explain that social networking platforms provide an almost limitless audience for self-expression, which can be especially appealing for narcissistic personalities. A lecturer in behavioral psychology at a leading Thai public university notes, “The design of social media—with likes, comments, and followers—rewards narcissistic behavior, making it harder for individuals with these traits to limit their engagement. This can have negative ramifications for both personal mental health and broader social dynamics.”
This phenomenon is not unique to Thailand. Internationally, studies echo the finding that narcissists are more active on social media, with research published in the journal Personality and Individual Differences reinforcing that narcissistic users post more selfies, status updates, and curated content to attract positive feedback (Elsevier). In a Thai context, these behaviors often merge with local online culture, where maintaining “face,” or social reputation, is deeply ingrained. The pursuit of admiration through digital channels dovetails with traditional notions of namjai (generosity and presentation) and bunkhun (status and ties within the community), potentially intensifying the cycle described in the research.
Looking to the future, Thai psychologists warn that unchecked social media addiction, particularly among younger populations, could exacerbate issues such as loneliness, body image concerns, and the development of unhealthy social comparisons. The Ministry of Digital Economy and Society has acknowledged the need for digital literacy initiatives and mental health support services that address the nuances of online addiction beyond mere screen time. According to one advisor at a major Thai university hospital’s mental health center, “Recognizing which personality traits heighten addiction risk helps us build better interventions and public education campaigns tailored to Thai users’ real-world experiences.”
For those seeking practical steps, experts recommend that Thai readers reflect on their motivations for social media use, limit daily usage time through device settings, and cultivate offline social relationships. Families and educational institutions are encouraged to foster media literacy and self-esteem in youths, helping them differentiate between genuine connection and the pursuit of superficial validation. Community organizations can also play a role in promoting awareness of the psychological risks associated with excessive online engagement, ensuring the vibrancy of Thai digital culture without compromising mental well-being.
To deepen public understanding and encourage further research, Thai universities and policy-makers are urged to study the local patterns of social networking site usage, explore the cultural factors at play, and collaborate with international experts. By doing so, Thailand can lead the region in balancing the opportunities and pitfalls presented by the digital age.