Why i don't get likes: Investigation of the need threat in social media with the variables of ostracism, need for social approval, extraversion and narcissism

Interactions of individuals in virtual contexts become more diverse as the number of people involved in these environments increases. Social media is one of the main places where people interact and communicate in the virtual environment. The current study aimed to explore whether the fundamental needs of individuals, need for belonging, control, self-esteem and meaningful existence, are threatened after being ostracized on social media. In addition, it was examined whether the variables need for social approval, extraversion and narcissism predict need threat. University student young adults aged 18-25 were included in the study and progressed with a total of 91 participants. An experimental design was used in the present study. In the study, the participants were divided into 3 groups as exclusion, inclusion and control. The number of likes received by these groups with the Ostracism Online tool, which simulates social media interaction, has been changed depending to the conditions they belong to. According to the results of the correlation analysis, it was found that there is a relationship between ostracism and need threat. Furthermore, analysis of variance (ANOVA) analysis has conducted and the need threat score between the conditions differed significantly. The post hoc analysis has showed that the need threat score was significantly higher for the exclusion condition than the inclusion and control groups. Finally, the multiple regression analysis examined the variables predicting the need threat. According to the analysis results, ostracism, extraversion and need for social approval variables predicted need threat. Analysis results were discussed in line with the relevant literature.