Holding on to your memories: Factors influencing social media hoarding behaviour

Utilising the Dual Factor theory, this study aims to investigate the factors that enable and inhibit social media hoarding behaviour. Furthermore, we looked into the impact of discarding difficulty as a mediator and how the mediating effects of discarding difficulty are moderated by dispositional greed. Online questionnaires were employed to gather data from a total of 295 participants. We employed structural equation modelling and the PROCESS Macro to validate and examine the hypotheses. The findings indicate that perceived low price has a positive impact, whereas cyber incivility has a negative impact on social media hoarding behaviour. Discarding difficulty mediates the association between perceived low price, perceived convenience, cyber incivility, and social media hoarding. Mediated-moderation analysis shows that dispositional greed also significantly moderates the mediating effects of discarding difficulty. The contributions of this study enhance the existing body of knowledge on digital hoarding and offer practical implications for social media marketers and policymakers to address issues like cyber incivility, which significantly impact social media hoarding.