A sense of commitment to activity on Facebook: Evidence from a web-based paradigm.

The present study was designed to test whether actions on Facebook such as commenting on others' posts can create a sense of commitment to continue performing similar actions in the future. Across four online experiments, we found evidence that regularly commenting on others' Facebook posts generates a sense of commitment to commenting on similar posts in the future, leading people to feel worse about not commenting on a post if they have done so regularly in the past than if they have not done so, and leading them to expect a Facebook friend to be more disappointed if they do not comment when there has been this previous history of commenting. These findings may contribute to illuminating the feelings associated with social media use, including its compulsive aspects and its effects on well-being.