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The purpose of this paper is to explore the phenomenon of social media addiction among student Millennials. The authors use the consumption continuum as a theoretical framework.

The authors used a “media deprivation” methodology including both qualitative and quantitative measures.

The authors found that social media may exist in some respondents in a “near addiction” phase or the “social media addiction” phase according to the consumption continuum framework. Several themes are discussed.

While the sample is small, this paper is an exploratory study of social media addiction among Millennials and the first to apply the consumption continuum framework to this context (Martin et al., 2013).

This paper explores the idea of social media addiction and begins to examine the role that marketing plays in perpetuating this addiction.

This paper expands the idea beyond Facebook addiction (platform agnostic) and is the first to apply the consumption continuum framework.

This chapter addresses one aspect of the broad issue of the psychological foundations of the dimensions of multidimensional scaling (MDS) solutions. Using empirical data from three independent studies, it is shown that the dimensionality of MDS solutions is negatively related to individual differences in the level of cognitive differentiation and integrative complexity of individuals and positively related to the individual's ability to discriminate within dimensions. MDS dimensionality is also shown to be affected by a variety of task-related variables such as perceived task difficulty, consistency in providing similarity judgments, confidence, familiarity, and importance attached to the stimuli. The chapter concludes by raising the issue of whether MDS can be validly used to describe complex cognitive processes.