The Social Science Journal 51 (2014) 57–69

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Addiction to mobile text messaging applications is nothing to
“lol” aboutଝ
Abdullah J. Sultan ∗
Department of Management and Marketing, Kuwait University, P.O. Box 5486, Safat 13055, Kuwait

a r t i c l e

i n f o

Article history:
Received 3 December 2012
Received in revised form 5 September 2013
Accepted 5 September 2013
Available online 2 October 2013

Keywords:
Text messaging
Social communication
Social phobia and anxiety
Addiction
Extraversion

a b s t r a c t
The recent use of mobile text messaging applications, such as Blackberry Messenger (BBM) and WhatsApp, has increased greatly throughout the world. Unfortunately, this advanced technology is not without problems. In this study, the researcher argues that BBM and WhatsApp may generate noticeable improvements in consumer’s lives but may simultaneously cause serious social and personal problems, including addiction to these applications.
Amazingly, this topic has received little if any attention from consumer behaviorists, who need to understand the psychological factors that affect BBM and WhatsApp consumers. Hence, the current research examines two personality traits—extraversion and social anxiety—that influence consumer attitudes toward these applications. The results of a survey from 552 BBM and WhatsApp consumers in Kuwait indicate that the interaction effect of extraversion and social anxiety is significantly related to consumer attitudes toward BBM and WhatsApp. Furthermore, addiction to these applications plays a mediating role in the examined effect.
© 2013 Western Social Science Association. Published by Elsevier Inc. All rights reserved.

1. Introduction
Social psychologists consistently emphasize the role of good social relationships at home and work (Argyle,
1989, 1996, 2001). The quality and quantity of communications with others appears to be crucial for establishing good relationships that result in both long- and shortterm happiness and well-being (Amichai-Hamburger &
Furnham, 2007). In general, individuals communicate with one another through various media, including face-to-face, telephone, and Internet communication. Recently, new mobile text message technologies have changed interpersonal interactions drastically by enabling more text-based communication rather than face-to-face encounters and by allowing consumers to feel increasingly knowledgeable

ଝ Lol: An abbreviation for “laughing out loud” that is frequently used in text messaging.
∗ Tel.: +965 9993 9671; fax: +965 2483 8273.
E-mail address: asultan@cba.edu.kw

about things related to their friends, family members, social issues, and surrounding news (Harrison & Gilmore, 2012).
In particular, the release of Internet-based mobile text message applications, such as Blackberry Messenger (BBM) and
WhatsApp, has allowed consumers to socialize and stay connected longer using their smart phones without having to pay for a network operator’s short message service
(SMS) charges. In October 17, 2012, Forbes indicated that there were more than 60 million BBM users and 300 million
WhatsApp users worldwide. These numbers are expected to rise given the expectation that more smart phone owners will shift toward Internet-based messaging in upcoming years (Pew Internet & American Life Project, 2012).
Despite an explosion in the popularity of BBM and
WhatsApp in the marketplace, researchers have not yet investigated the usage behaviors associated with them. In fact, most existing studies have focus on the effects, both positive and negative, of other computer-mediated communication (CMC) technologies, such as text messaging
(Byrne & Findlay, 2004; Harrison & Gilmore, 2012; Hosking,
Young, & Regan, 2009; Igrarashi, Motoyoshi, Takai, &

0362-3319/$ – see front matter © 2013 Western Social Science Association. Published by Elsevier Inc. All rights reserved. http://dx.doi.org/10.1016/j.soscij.2013.09.003 58

A.J. Sultan / The Social Science Journal 51 (2014) 57–69

Yoshida, 2008), email and instant messaging (Chen, Yen,
& Huang, 2004; Lancaster & Yen, 2007), and the Internet
(Davis, 1989; Huang, Hung, & Yen, 2007). Far less attention has been devoted to newer CMC technologies (Grellhest &
Punyanunt-Carter, 2012; Skierkowski & Wood, 2012), such as BBM and WhatsApp text message applications.
Today, it is not uncommon to observe couples or friends eating at restaurants where everyone at a table is using
BBM or WhatsApp to text others rather than holding faceto-face conversations. In fact, it is not surprising to observe individuals walking down the street while staring at their smart phone screens to read or send text messages. As the attention of such individuals is focused on the screen, their walking speed slows, disregarding other pedestrians, who may be annoyed. In addition, Harrison and Gilmore (2012) have found that a substantial number of people report texting in seemingly inappropriate situations, such as “while on a date, while socializing in person with others, and to break up with and cheat on a romantic partner” (p. 513).
More concerning, text messaging is being banned in cities in the US and other parts of the world as traffic fatalities rise as a result of “distracted” driving. Given these disturbing findings and previous researchers’ warnings regarding the addictive potential of CMC behaviors (Griffiths, 2000,
2010, 2012; Kuss & Griffiths, 2011; Widyanto & Griffiths,
2006), one may speculate that mobile text messaging technologies, such as BBM and WhatsApp applications, have become an essential aspect of the social lives of many people today and hence warrant investigations by consumer behaviorists. The main objectives of the current research are threefold: (1) to describe BBM and WhatsApp usage behaviors,
(2) to examine personality traits that may have an influence on consumer attitudes toward BBM and WhatsApp, and (3) to identify a potential driver of the excessive use of these applications. The current study is probably the first of this type to be undertaken within the BBM and WhatsApp context and thus offers significant contributions to the CMC literature. Furthermore, it is important to note that few studies have focused on the effects of CMC technology on consumers in the Middle East region (Rouibah
& Hamdy, 2009); hence, this research paves the way for future researchers to expand their knowledge of CMC usage behaviors in this part of the developing world. The next section introduces literature related to the examined concept and establishes the framework for study to test the research hypotheses. 2. Literature overview
2.1. BBM and WhatsApp as new forms of mobile text message applications
In general, text messaging has become a necessary form of communication throughout the world, and its adoption is increasing at a rapid rate (Global Mobile Statistics,
2012). For some individuals, text messaging is the most popular means of communicating with people in their social networks, with its use exceeding the use of faceto-face communications, emails, and voice calls (Lu et al.,
2011; Skierkowski & Wood, 2012). Young adults send an

average of 109.5 text messages per day or approximately
3200 texts each month (Brenner, 2012). Young adults receive an additional 113 text messages and check their cell 60 times in a typical day (Harman & Sato, 2011).
The introduction of smart phones, such as the Blackberry, iPhone, and Samsung Galaxy devices, has further expanded the tasks that can be performed on this newest generation of cell phones. It is expected that smart phone users will increasingly abandon traditional SMS technologies in favor of more convenient Internet-based mobile text messaging technologies (Pew Internet & American Life
Project, 2012), such as BBM and WhatsApp applications.
BBM is an instant messenger application that is included only on Blackberry devices, whereas WhatsApp is a cross-plat form mobile messaging application available on several smart phone devices. Both applications allow users to exchange messages without paying service charges.
Although BBM, WhatsApp, and SMS share the ability to send text messages via mobile devices, the first two have far more convenient functions that SMS does not support, such as sending unlimited photo, video, and audio messages enriched with emoticons without additional service charges. Therefore, these advanced Internet-based mobile text message applications have become a widely accepted phenomenon as a result of their affordability and convenience and the ability to send unlimited messages compared with that available through SMS technology.
The next sections describe the personality characteristics of consumers who are more likely to use BBM or
WhatsApp and determine why these consumers develop excessive usage behaviors.
2.2. The personality characteristics of BBM and
WhatsApp consumers
In the absence of any previous research in this area, the literature relating to CMC, particularly Internet and text messaging, is used as a basis from which to extrapolate the effects of personality traits on consumer attitudes toward
BBM and WhatsApp. In general, researchers have examined various effects of personality traits on consumer behaviors for different forms of CMC technology (e.g., Ellison,
Steinfield, & Lampe, 2007; Joinson, 2003; Kraut et al.,
1998, 2002; Walther, 1996; Valkenburg, Schouten, & Peter,
2005; Valkenburg & Peter, 2007). Of significant importance to the current research is a stream of research that defines the personality characteristics of CMC users along the introversion/extraversion and social anxiety continuums. Introverts are defined as a quiet, reflective people who prefer their own company and do not enjoy large social events that drain their energy, whereas extraverts are friendly people who gain energy from face-to-face interactions at social events (Eysenck & Eysenck, 1975).
John, Naumann, and Soto (2008) claim that introverts tend to be withdrawn from others, are less active, and express fewer positive emotions; by contrast, extraverts adopt an energetic approach toward the outside world and can be generally described as sociable, active, assertive, and predisposed to expressing positive emotions. Some believe that extraverts are more likely to turn to a form of CMC technology to interact with others to fulfill their unmet,

A.J. Sultan / The Social Science Journal 51 (2014) 57–69

offline social needs than their introverted counterparts
(McKenna & Bargh, 2002). This belief is further supported by later researchers who report that extraverts, compared with introverts, spend more time calling and sending text messages (Butt and Phillips, 2008; Igrarashi et al.,
2008) and are more likely to be popular in online social interactions (Wilson, Fornasier, & White, 2010). Because
BBM and WhatsApp are more convenient, rapid, and inexpensive Internet-based mobile text message applications, extraverts may prefer to use these applications over other forms of communication, such as email or SMS. Furthermore, because extraverts naturally tend to be more active social individuals compared with introverts, extroverts may find the social support functions of BBM and WhatsApp more appealing.
In addition to extraversion, social anxiety is another strong predictor of which individuals may successfully form relationships over CMC technologies (Bai, Lin, & Chen,
2001; McKenna & Bargh, 2000; Shapira, Goldsmith, Keck,
Khosla, & McElroy, 2000). According to Wittchen, “social anxiety . . .is characterized by persistent, unreasonably strong, frequent overwhelming fears of social performance situations where individuals are fearful of being scrutinized by other people and being subject to negative evaluation”
(2000, p. 7). Social anxiety is also known as social phobia and anxiety disorder (American Psychiatric Association,
1994); thus, those terms are used interchangeably in the current research. In the CMC literature, researchers argue that it is easier for socially anxious individuals to form relationships over CMC media because of the absence of many of the anxiety-inducing factors that exist in face-to-face interactions (McKenna & Bargh, 2000). These individuals may use such media for extended periods, isolating themselves from other forms of social contact and may focus entirely on these media rather than broader life events
(Weinstein and Lejoyeux, 2010). In addition, people with high levels of social anxiety spend more time in indirect communication through text messaging with others
(Bianchi & Phillips, 2005; Butt & Phillips, 2008). The present study contends that the protective environments of BBM and WhatsApp are particularly similar to Internet and text messaging because BBM and WhatsApp rely on the Internet and text messaging for communication. Hence, interactions on BBM and WhatsApp create a context that generates less social anxiety than face-to-face meetings do and are thus significant for people with social inhibitions who tend to be shy and fearful in face-to-face relationships.
To further understand the effects of extraversion and social anxiety on BBM and WhatsApp consumers, it is essential to examine the differences between these two constructs. First, extraversion relates to situations in which a person gains energy from social interactions, whereas social anxiety involves being ruled by shyness and fearfulness in public situations. Generally, introverts need quiet time or time alone to re-energize after too many social outings, whereas extraverts are energized by being around and interacting with other people. Individuals who exhibit high levels of social anxiety fear being the center of attention and are likely to be shy individuals, whereas individuals who exhibit low levels of social anxiety interact fearlessly in their surroundings. Therefore, it is possible for introverts

59

or extraverts to be either shy and exhibit high social anxiety or fearless and exhibit low social anxiety as demonstrated in Illustration 1.
Given the construct differences between extraversion and social anxiety, one may logically argue that introverts and extraverts may react differently to BBM and WhatsApp according to their social anxiety levels. Under high levels of social anxiety, shy extraverts might be more favorably disposed to BBM and WhatsApp compared with shy introverts.
This expectation is warranted because shy extraverts have natural tendencies to be more active and social compared with shy introverts, but because of the anxiety-inducing factors that exist in face-to-face interactions, the tendencies of the former remain unexercised. Consequently, shy extraverts seek a more protective environment, such as
BBM and WhatsApp, to exercise their unmet extraverted tendencies. By contrast, under low levels of social anxiety, fearless extraverts and introverts show no differences in their attitudes toward BBM and WhatsApp simply because these individuals communicate naturally in face-to-face situations and thus do not differ in their need to communicate in a more protective environment. These individuals simply exercise their natural introverted or extraverted tendencies in face-to-face situations. Given these predictions, the differences between extraverts’ and introverts’ attitudes toward BBM and WhatsApp should be more pronounced under high levels of social anxiety compared with low levels of social anxiety, leading to the following hypothesis: H1. The effect of extraversion on consumer attitudes toward BBM and WhatsApp is moderated by social anxiety.
2.3. Addictive behaviors of BBM and WhatsApp consumers Throughout the past two decades, there has been a rapid increase in research focusing on technological addiction
(Griffiths, 1996, 2000, 2010, 2012; Peters & Malesky, 2008;
Phillips, 2006; Young, 2004). Griffiths (1996) defined technological addiction as a behavioral addiction that involves human–machine interaction and that is non-chemical in nature. A number of past researchers have argued that the term “addiction” should be applied only to cases involving the ingestion of a drug (e.g., Rachlin, 1990; Walker, 1989).
However, defining “addiction” has since moved beyond this definition to include a number of behaviors that do not involve intoxicants (Young, 2004). Whether or not these behaviors are actually addictions, researchers have found evidence suggesting that excessive use of technology can be problematic (Griffiths, 1998; Shotton, 1989).
This type of addiction has since been extended to incorporate other forms of CMC technology, such as text message addiction (Hong, Chiu, & Huang, 2012; Rutland, Sheets, &
Young, 2007) and Internet addiction (Campbell, Cumming,
& Hughes, 2006; Davis, 1989; Huang et al., 2007; Lee et al.,
2009).
Although text message addiction has emerged in the last few years, Internet addiction – also referred to as Internet dependence and problematic/pathological Internet use –
(see Chou, Condron, & Bellan, 2006) has been researched

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A.J. Sultan / The Social Science Journal 51 (2014) 57–69

more heavily because of the long history and use by consumers (Igrarashi et al., 2008). Thus, prior to investigating
BBM and WhatsApp text message addiction, it is important to study addictive behavior on the Internet because both BBM and WhatsApp rely on the Internet for communication.
A growing body of research suggests that Internet addiction involves tolerance, withdrawal symptoms, affective disturbances, and interruption of social relationships, which is a pressing problem that is becoming more common in society as similar forms of communication technology increase daily. Moreover, many researchers note that unregulated interactions with CMC technologies can cause significant offline difficulties for some individuals (Griffiths, 2000, 2003; LaRose, Lin, & Eastin, 2003;
Young & Rogers, 1998). One study suggests that subjects with excessive Internet use patterns may have personality traits that are similar to those of depressed patients (Lee et al., 2009). Furthermore, the Internet has a special facility to assist people who have social difficulties in developing the ability to build and maintain multiple relationships
(Amichai-Hamburger & Furnham, 2007). Campbell et al.
(2006) argued that users with social phobias may use the
Internet as a form of low-risk social approach and as an opportunity to rehearse social behavior and communication skills, which may help them improve interactions in face-to-face environments. In addition, research suggests that individuals may not be addicted to the Internet itself but are rather addicted to the social support functions of the
Internet (Hong et al., 2012). These researchers argue that text messaging belongs to the same interactive technology as the Internet. Furthermore, research suggests that preferences for text messaging mirror those for social interaction via the Internet in several aspects (Reid & Reid, 2007). It is clear from CMC research that social interactions through the Internet and text messaging have the potential to provide short-term comfort, excitement, and/or distraction
(Widyanto & Griffiths, 2006, 2009). Given the similarities between the Internet and text messaging, one may logically argue that users of BBM and WhatsApp, as new forms of Internet-based mobile text message applications, may be drawn to their devices for the social support functions that fulfill their unmet social and personal needs.
In relation to the current research, a number of researchers have shown that technological addictions can be positively associated with extraversion (e.g., AmichaiHamburger, Wainapel, & Fox, 2002; Bianchi & Phillips,
2005; Buckner, Castille, & Sheets, 2012; Butt & Phillips,
2008; Ehrenberg, Juckes, White, & Walsh, 2008; Hong et al.,
2012; Kraut et al., 1998; Wilson et al., 2010), social anxiety (e.g., Hong et al., 2012; Skierkowski & Wood, 2012), and discontent with peer interactions (e.g., Liu & Kuo,
2007). Bianchi and Phillips (2005) claim that extraverts are more susceptible to the problematic use of mobile phones and text message functions because they are more likely to seek social interactions. Ehrenberg et al. (2008) and Hong et al. (2012) also provide empirical support to show that extraverted people spend more time text messaging, and they also show that personality traits associated with antisocial behavior may cause people to develop text message preferences. In a similar vein, a US research team

Social Anxiety

Addiction to
BBM &
WhatsApp

Extraversion

Attitudes toward
BBM &
WhatsApp

Fig. 1. Research framework.

finds evidence for an association between trait anxiety and mobile phone dependence and mobile phone abuse (Merlo
& Stone, 2009).
Taken together, there is fragmentary evidence that extensive text message use can have adverse effects on well-being and life quality. Furthermore, as noted earlier, individuals who are characterized by extraversion and high levels of social anxiety are more prone to excessive text messaging because of the social support functions of these services (which fulfill their unmet social and personal needs). Therefore, this study argues that consumers who develop favorable attitudes toward BBM and WhatsApp may do so because of their addiction to the social support functions of these applications, leading to the following hypothesis (Fig. 1):
H2. The effect of the interaction between extraversion and social anxiety on consumer attitudes toward BBM and
WhatsApp is mediated by consumers’ addiction to BBM and
WhatsApp.
3. Methodology
3.1. Sampling and participants
To capture a diverse sample of BBM and WhatsApp consumers, participants were recruited by asking business students enrolled in undergraduate courses at a large university in Kuwait to send BBM and/or WhatsApp messages with a survey link to all of their BBM and/or WhatsApp contacts and to encourage them to participate in the survey.
Students were given course credit for contacting their BBM and WhatsApp contacts. The online survey was developed using Qualtrics, an online data collection site. Confidentiality was emphasized in the consent form and survey, both of which stated that responses were used for research purposes and that no one would receive information about their responses. After discarding surveys from 145 participants who began the survey but did not submit it, the sampling resulted in a group of 552 participants, a 79.20% response rate. The participants include 185 male students and 367 female students. The mean age of the participants is 24.18 (SD = 7.54). The majority of the participants, 96.90%, are local citizens, and the remaining 3.10% are non-citizens from other Arab states.
3.2. Measures
The survey scales are adapted from previous wellknown studies. If Arabic-translated scales were unavailable in the literature, scales were translated using back translation from English to Arabic and reverse translated into
English. The translated scales were reviewed by two

A.J. Sultan / The Social Science Journal 51 (2014) 57–69

61

Table 1
Descriptive statistics.
BBM
Usage frequency
1–3 times
4–6 times
7–12 times
More than 12 times
Total
Usage importance
Mean
SD
Usage duration
Less than a year
1–2 years
2–3 years
More than 3 years
Total
Perceived addiction
Yes
No
Don’t know

WhatsApp

Total

11 (4.6%)
51 (21.52%)
53 (22.36%)
109 (46%)
237 (100%)

49 (15.60%)
70 (22.22%)
65 (20.63%)
69 (21.90%)
315 (100%)

60 (10.90%)
121 (21.92%)
118 (21.38%)
178 (32.25%)
552 (100%)

4.35
.75

3.97
.95

4.13
.89

11 (4.6%)
53 (22.40%)
80 (33.80%)
93 (39.2%)
237 (100%)

49 (15.60%)
100 (31.70%)
73 (23.20%)
93 (29.50%)
315 (100%)

60 (10.90%)
153 (27.70%)
153 (27.70%)
186 (33.70%)
552 (100%)

105 (44.30%)
71 (29.96%)
61 (25.74%)
237 (100%)

67 (21.47%)
187 (59.84%)
58 (18.59%)
312 (100%)

172 (31.33%)
258 (46.99%)
119 (21.68%)
549 (100%)

Source: SPSS frequency tables.
Note: Usage frequency = How many times do you use the BBM or WhatsApp application within an hour? Usage importance = How important is BBM or
WhatsApp in your life? Usage duration = How long have you been using the BBM or WhatsApp application? Perceived addiction = Do you perceive yourself to be addicted to the BBM or WhatsApp application?

bilingual experts in the field for content validity. To simplify the task demands on the participants, all Likert-type scale items on the survey require a response on a 5-point scale.
At the beginning of the survey, the participants report demographic information, including gender, age, and nationality. The participants’ social anxiety (˛ = .90) is assessed with 20 items obtained from the social phobia/anxiety scale of Orsillo and Hammond (2001) and translated into Arabic by Al-Banna, Abdel-Khalek, and Mourad (2006), anchored with “Not at All” and
“Extremely.” Additionally, the level of extraversion of the participants (˛ = .72) is assessed with 8 items extracted from the Big Five trait taxonomy (John & Srivastava, 1999).
The participants then indicate the type of mobile text message applications that they use (i.e., BBM or WhatsApp) and the extent to which they feel that BBM or WhatsApp is important to their lives, anchored with “Very Unimportant” and “Very Important.” The participants also report how many times they use BBM or WhatsApp within an hour, including the options of 1–3, 4–6, 7–12, and more than 12 times, and how long they have used BBM or WhatsApp, including the options of less than a year, 1–2 years,
2–3 years, and more than 3 years. The participants then rate their levels of BBM and WhatsApp addiction (˛ = .91) by reconstructing 17 items from the problematic Internet use questionnaire proposed by Demetrovics, Szeredi, and Rozsa (2008). As an example, one Internet addiction item reads as follows: “How often do you fantasize about the Internet or think about what it would be like to be online when you are not on the Internet?” To fit the BBM and WhatsApp context, the item reads as follows: “How often do you fantasize about BBM or WhatsApp or think about what it would be like to be using them when you are not using them?” This question is anchored with “Never” and “Always.” Furthermore, the measure of consumer attitudes toward BBM and WhatsApp (˛ = .82) is assessed using

5 items adapted from the online communication attitude
(MOCA) measure developed by Ledbetter (2009). As an example, one MOCA item reads as follows: “If I couldn’t communicate online, I would feel ‘out of the loop’ with my friends”. To fit the BBM and WhatsApp context, the item is changed to read as follows: “If I couldn’t communicate on
BBM or WhatsApp, I would feel ‘out of the loop’ with my friends”, anchored with “Strongly Disagree” and “Strongly
Agree.”
At the end of the survey, the participants are asked to rate the extent to which they have been using BBM or WhatsApp for reasons such as communicating with friends and family members, obtaining the latest news and information, seeking entertainment, escaping from boredom, expressing themselves, meeting new people, and talking only, anchored with “Strongly Disagree” and
“Strongly Agree.” Finally, the participants are asked to indicate whether they perceive themselves as addicted to BBM or WhatsApp by selecting “Yes,” “No,” or “Don’t Know.” See the Appendix for all survey items.
4. Results
4.1. Descriptive statistics
In the sample, 237 participants were BBM users, and
315 were WhatsApp users.1 When asked about their

1
An ad hoc analysis was conducted to test for differences in extraversion and social anxiety traits between BBM and WhatsApp users. The data show there are no significant differences between the two types of users (p > .05). In addition, a three-way interaction was used to test for the effects of application type, extraversion, and social anxiety on consumer attitudes toward BBM and WhatsApp. All effects are found to be non-significant (p > .05), except for the interaction effect of extraversion and social anxiety (p < .01), suggesting that there is no significant effect

A.J. Sultan / The Social Science Journal 51 (2014) 57–69

Table 2
Reasons for using BBM and WhatsApp applications.
Reasons

Mean

SD

Communicating with family and friends
Obtaining the latest news and information
Seeking entertainment
Escaping from boredom
Expressing themselves
Meeting new people
Talking only

4.40
4.10
3.94
3.82
3.74
3.11
3.01

.85
.92
.97
1.04
.97
1.12
.99

Note: Responses are given on a 5-point Likert scale where 1 = “Strongly
Disagree”, 5 = “Strongly Agree”.

hourly usage frequency, 10.90% of the participants indicated 1–3 times, 21.90% indicated 4–6 times, 21.83% indicated 7–12 times, and 32.25% indicated more than
12 times. When asked about the importance of BBM or
WhatsApp in their lives, the participants reported a mean of 4.13 (SD = .89), suggesting a high level of importance.
Moreover, more than 61% of the participants indicated they had used BBM or WhatsApp for more than 2 years.
When the participants were further asked about whether they perceived themselves to be addicted to BBM or
WhatsApp, 31.33% reported “Yes,” 47% reported “No,” and 21.67% reported “Don’t Know.” Detailed descriptions for BBM and WhatsApp usage frequency, importance, usage duration, and perceived addiction are provided in
Table 1.
The participants indicate their reasons for using BBM or WhatsApp are to communicate with family and friends
(M = 4.40, SD = .85), obtain the latest news and information
(M = 4.10, SD = .92), seek entertainment (M = 3.94, SD = .97), escape from boredom (M = 3.92, SD = 1.04), express themselves (M = 3.74, SD = .97), meet new people (M = 3.11,
SD = 1.12), and talk only (M = 3.01, SD = .99), sorted from the most important to the least important (see Table 2).
These gratifications have also been identified by previous researchers for other CMC technologies (Courtois,
Merchant, Marez, & Verleye, 2009; Harrison & Gilmore,
2012; Krishnamurthy & Dou, 2008; Park, Kee, & Valenzuela,
2009; Raacke & Bonds-Raacke, 2008; Shao, 2009).

Attitudes toward BBM & WhatsApp

62

5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

3.84
3.38

3.24

3.18

Extraverts
Introverts

Shy (High Social Anxiety)
Fearless (Low Social Anxiety)
Social Anxiety

Fig. 2. The interaction effect of extraversion and social anxiety on consumer attitudes toward BBM and WhatsApp.

p < .001. However, for participants who exhibit low social anxiety, the difference is non-significant: MExtraverts = 3.24,
MIntroverts = 3.18, t(287) = .55, p = .58; see Fig. 2. These findings support the theoretical arguments underpinning the study. Lastly, the method for identifying mediation proposed by Baron and Kenny (1986) is utilized to test for the mediation effect of addiction to BBM and WhatsApp (hypothesis
2). This method requires checking for three regressions. As illustrated in Table 3, the interaction between extraversion and social anxiety is significant when consumer attitudes toward BBM and WhatsApp are regressed on the factors
(B = .19, p < .01). The same interaction is significant when the addiction to BBM and WhatsApp measure is regressed on the factors (B = .16, p < .01). Furthermore, when the addiction to BBM and WhatsApp measure is entered as a covariate in the first regression equation, the interaction is not significant (B = .104, p = .13), and the addiction main effect is significant (B = .51, p < .001); thus, hypothesis 2 is supported. Table 3
A summary of the moderated mediation analysis.

4.2. Hypothesis testing

Parameter

To test for the research hypotheses, regression analysis using SPSS is utilized. When consumer attitudes toward BBM and WhatsApp are regressed on extraversion and social anxiety, the interaction between the two factors is significant (B = .19, p < .01); hence, hypothesis
1 is supported. To further understand this interaction, the means of extraverts and introverts are compared in the context of high and low levels of social anxiety. A median split is used to identify participants who are extraverts or introverts and who exhibit high social anxiety – shyness – or low social anxiety – fearlessness. For participants who exhibit high social anxiety, the difference between extraverts and introverts is significant: MExtraverts = 3.84, MIntroverts = 3.38, t(261) = 3.99,

Moderation analysis (1)
3.677
.633
1
Intercept
−.391
.269
1
Social anxiety
−.247
.171
1
Extraversion
.186
.074
1
Social anxiety × Extraversion
Note: Dependent variable: attitudes toward BBM & WhatsApp

.000
.146
.149
.012

Moderation analysis (2)
2.034
.459
1
Intercept
−.073
.195
1
Social anxiety
−.204
.125
1
Extraversion
.160
.054
1
Social anxiety × Extraversion
Note: Dependent variable: addiction to BBM & WhatsApp

.000
.708
.101
.003

of application type on the participants’ responses. Therefore, aggregated data is used for all future analyses.

B

Std. error Df

Sig.

Moderation analysis (3) with addiction to BBM and WhatsApp as a covariate 2.640
.599
1
.000
Intercept
−.354
.249
1
.157
Social anxiety
−.143
.159
1
.370
Extraversion
.510
.055
1
.000
Addiction to BBM & WhatsApp
.104
.069
1
.134
Social anxiety × Extraversion
Note: Dependent variable: attitudes toward BBM & WhatsApp

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63

Fearless (Low Social Anxiety)

Fearless
Introverts

Fearless
Extraverts

Introversion

Extraversion
Shy
Introverts

Shy
Extraverts

Shy (High Social Anxiety)
Illustration 1. Grouping individuals based on their extraversion and social anxiety levels.

5. General discussion and implications
The main objectives of the current research are to explore the usage behaviors of BBM and WhatsApp consumers and to identify potential factors that draw consumers to use these applications so frequently. To address this gap in the literature, this study uses general knowledge about how CMC technologies, specifically the
Internet and text messaging, influence the lives of individuals and then narrowly assesses the personality traits of BBM and WhatsApp consumers. The findings show that
BBM and WhatsApp consumers turn to these applications primarily for socializing with family and friends, acquiring information, and seeking entertainment. Some of these findings support previous researchers’ findings regarding other forms of CMC technology (Courtois et al., 2009;
Harrison & Gilmore, 2012; Krishnamurthy & Dou, 2008;
Park et al., 2009; Raacke & Bonds-Raacke, 2008; Shao,
2009). Startlingly, the data demonstrate that more than
32% of participants report using BBM or WhatsApp more than 12 times per hour, and 53% of the participants perceive themselves to be either BBM or WhatsApp addicts or do not know whether they are addicts.
As predicted in the research, the data provide support for the notion that higher extraversion levels result in more favorable attitudes toward BBM and WhatsApp, but the relationship is moderated by different levels of social anxiety. That is, the difference between extraverts and introverts in their attitudes toward BBM and WhatsApp is more pronounced among consumers who exhibit high social anxiety compared to consumers who exhibit low social anxiety. This is because shy extraverts who tend to want to be social and active have difficulty exercising their extraverted tendencies in anxiety-inducing situations such as face-to-face interactions; they are thus more likely to turn to BBM or WhatsApp to fulfill their unmet social needs compared with shy introverts who have tendencies to be less social and less active. These findings suggest that consumers who depend on these applications more frequently are likely to be extraverts who exhibit high social anxiety – shy extraverts. However, this difference is not pronounced between extraverts and introverts who exhibit

low social anxiety – fearless extraverts and introverts – because consumers who exhibit low social anxiety generally do not have problems exercising their extraverted or introverted tendencies in face-to-face interactions and do not need a more protected environment, such as that found in BBM and WhatsApp. Finally, the data provide empirical evidence that the interaction effect of extraversion and social anxiety on attitudes toward BBM and WhatsApp is mediated by consumers’ addiction to BBM and WhatsApp.
This finding indicates that consumers who use these applications frequently are doing so because they are addicted to these applications.
In general, the research does not suggest that these advanced communication applications are inherently harmful. In fact, they have been proven to be quite useful on certain occasions. Indeed, BBM and WhatsApp have more advantages than simply being a relatively inexpensive means of sending information to others. These applications provide a faster and easier method of communicating than phone calls or SMS. Such applications also have the potential to bring people closer to one another regardless of distance. However, the use of these applications may be pointless in some cases in which individuals initiate conversations simply for the sake of texting only, especially when those individuals are in near proximity to one another. There is a great difference between interacting with people face-to-face and interacting through BBM and
WhatsApp text messaging. It is generally accepted that socializing through CMC media does not meet the standards for what is termed “healthy” socialization and does not address underlying feelings of social disconnection
(e.g., Anderson, Fagan, Woodnutt, & Chamorro-Premuzic,
2012; Kujath, 2011; Ellison et al., 2007), even if it may offer a tempting coping device for the lonely (Sheldon, Abad, &
Hinsch, 2011). Therefore, BBM or WhatsApp should be used with a healthy amount of self-control to avoid addictive usage behaviors that could ultimately result in the degradation of face-to-face communication skills.
Drawing on the strength model of self-control
(Baumeister & Heatherton, 1996), strengthening selfcontrol via exercises could increase individual self-control resources and decrease addictive behaviors that could

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result from frequent BBM and WhatsApp uses. Just like a physical exercise can strengthen a muscle over time, these self-control exercises can enhance users’ self-control resources over time (cf., Oaten & Cheng, 2006, 2007;
Sultan, Joireman, & Sprott, 2012). Therefore, the current researcher suggests that users could exercise their selfcontrol by initially specifying a few times during a day to check their BBM or WhatsApp messages. They can further limit their usage time by specifying only a couple of days during the week to use these applications. After a few weeks, these users should be in control well enough to expand the periods of BBM and WhatsApp inaccessibility and to check their messages once per week.
In addition to controlling the usage behaviors through self-control exercises, the researcher recommends that
BBM and WhatsApp users attempt to make it a habit to visit with their friends and family members during social occasions, to engage in face-to-face interactions rather than sending BBM or WhatsApp text messages. Such acts may help emphasize the importance of face-to-face communication and are useful for developing stronger relationships among individuals. Furthermore, the researcher suggests that BBM and WhatsApp consumers should turn off their smart phones in situations that require conscious attendance, such as while driving, while gathering with friends and family members, and while enjoying a romantic date with a partner.
From a practitioner’s perspective, the findings of the current research have important implications. First, understanding the effect of personality traits on BBM and
WhatsApp consumers allows marketers to design marketing campaigns that fit the social and personal needs of consumers. Second, consumer ethicists can develop a better understanding of factors that have effects on consumer affairs, which would in turn increase consumer awareness of the negative consequences of BBM and WhatsApp.
Third, consumers can learn to make smarter consumption choices by controlling their BBM and WhatsApp usage and attempting to optimize the advantages of these applications. Finally, public policy makers can help society by making stringent rules and laws that control the usage of
BBM and WhatsApp during certain situations, such as driving – which is particularly significant, as it has been shown that text messaging increases the risk of crashing 23-fold compared with driving without distraction (NHTSA, 2009).
To reduce the number of car accidents, the manufacturers of such applications should consider including a safety feature that can disable the usage of these applications while

driving. Such a feature would be possible in practical terms because the majority of smart phones are connected to the
Internet and are equipped with a global position system
(GPS) that determines whether a person is on the move.
6. Limitations and future research
The current study has certain limitations that should be considered when interpreting its findings and that could be addressed in future research. First, the findings are specific to the Middle East region. Although there is no reason to believe the findings cannot be replicated in other regions, it is worth testing whether these findings are generalizable to other cultures. Second, future researchers should test for cultural invariance, as it is possible that different cultures have different scale dimensions that are specific to their regions, which might not have been captured in this research that relied on back translations to develop
Arabic scales. Such research requires data from different regions of the world. Third, this study used Qualitrics, an online data collection site, to collect the research data, and different checks were used to ensure that each data point is unique; however, it is possible that some participants completed more than one survey. To control for this common flaw of online surveys, future researchers should employ a more controlled data collection technique, such as controlled labs. Finally, as far as can be determined, this research is the first of this type to focus on BBM and WhatsApp usage behaviors and thus provides insight into critical aspects of BBM and WhatsApp social and personal problems. It is important to note that although the Middle East region has recently increased its connectivity via different forms of CMC technology, little is understood about the usage behaviors of CMC technology and the motivation behind their acceptance in this part of the developing world (Rouibah & Hamdy, 2009). This region places great emphasis on social relationships based on oral communication and face-to-face interactions. Therefore, these cultural norms may be impaired by BBM and WhatsApp addictive usage behaviors; more research must to be conducted to understand the potential effects, both positive and negative, of these behaviors on consumer social life, specifically in high-context cultures.
Acknowledgement
This work was supported and funded by Kuwait University Research Grant No. IM01/12.

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Appendix.

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