Social Media's Double-Edged Sword: Study Links Both Active and Passive Use to Rising Loneliness

Contact: Kelly Craine, 254-297-9065
Follow us: @BaylorUMedia on X and LinkedIn

In an age where social media promises to connect us, a new Baylor University study reveals a sobering paradox – the more time we spend interacting online, the lonelier we may feel. Researchers James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor's Hankamer School of Business, and co-authors Philip Young, Ph.D., and Meredith David, Ph.D., analyzed a study that followed nearly 7,000 Dutch adults for nine years to understand how our digital habits shape well-being.

Published in the journal Personality and Social Psychology Bulletin, the Baylor study – The Epidemic of Loneliness: A Nine-Year Longitudinal Study of the Impact of Passive and Active Social Media Use on Loneliness – investigated how social media use impacts loneliness over time. This eye-opening research suggests that the very platforms designed to bring people together contribute to an "epidemic of loneliness."

The findings showed that both passive and active social media use were associated with increased feelings of loneliness over time. While passive social media use – like browsing without interaction – predictably led to heightened loneliness, active use – which involved posting and engaging with others – also was linked to increased feelings of loneliness. These results suggest that the quality of digital interactions may not fulfill the social needs that are met in face-to-face communication.

“This research underscores the complexity of social media’s impact on mental health,” Roberts said. “While social media offers unprecedented access to online communities, it appears that extensive use – whether active or passive – does not alleviate feelings of loneliness and may, in fact, intensify them.”

The study also found a two-way relationship between loneliness and social media use.

"It appears that a continuous feedback loop exists between the two,” Roberts said. “Lonely people turn to social media to address their feelings, but it is possible that such social media use merely fans the flames of loneliness."​

The findings emphasize an urgent need for further research into the effects of digital interaction, underlining the essential role of in-person connections in supporting well-being. This study also adds a valuable perspective to the conversation on how digital habits influence mental health, offering insights to shape future mental health initiatives, policies and guidelines for healthier social media use.

ABOUT THE AUTHORS

JAMES A. ROBERTS, PH.D.

James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of  Business. An internationally recognized expert on consumer behavior and the effects of consumerism and technology on individual happiness, Roberts is among the "World's Top 2%" most-cited scientists in a database compiled by Stanford University. 

Roberts is often called upon by national media outlets for his consumer expertise and latest research on how individual consumer attitudes and behavior impact personal and collective well-being, including the impact of smartphone and social media use on personal well-being. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others. 

He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”

PHIL D. YOUNG, PH.D.

Phil D. Young, Ph.D., serves as the graduate program director for the Master’s in Business Analytics program at Baylor University’s Hankamer School of Business, where he oversees initiatives designed to foster partnerships between the University and the broader business community.

MEREDITH E. DAVID, PH.D.

Meredith E. David, Ph.D., is an associate professor of marketing at Baylor University’s Hankamer School of Business, where her research focuses on marketing strategies with an emphasis on consumer behavior and well-being. Recently, her research has explored how new media technologies, including smartphones, impact personal and workplace relationships. She also has published research related to customized pricing tactics, interpersonal attachment styles and the pursuit of health goals. 

David's research appears in numerous journals, and she’s been frequently interviewed about her research in national and international news outlets, including ABC News, FOX News, Oprah.com, Redbook Magazine, Consumer Reports and Health Magazine and more. She also has worked on several consulting projects for large consumer product goods companies, including Hanesbrands and Idahoan Potatoes.

ABOUT BAYLOR UNIVERSITY

Baylor University is a private Christian University and a nationally ranked Research 1 institution. The University provides a vibrant campus community for more than 20,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 100 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. Learn more about Baylor University at www.baylor.edu. 

ABOUT THE HANKAMER SCHOOL OF BUSINESS

Baylor University’s Hankamer School of Business strives to further God’s kingdom through the realm of business, using God-given gifts and academic talents to do so. Faculty and students conduct purposeful research and participate in experiential learning opportunities, all while operating in a Christ-centered mission. Undergraduate students can choose from 13 major areas of study. Graduate students can earn their MBA on their terms, either through the full-time, online or a Dallas-based executive program. The Business School also offers three Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The School’s top-ranked programs make up approximately 25% of the University’s total enrollment. Visit the Hankamer School of Business website for more information.