Abstract:
This study examines the need for online social acceptance and belongingness as catalysts
for e-compulsive buying behavior (ECBB) and resulting cognitive dissonance. It further assesses selfesteem as a moderator and examines its impact on the relationship between ECBB and the need for
online social acceptance and belongingness. Data was collected through purposive sampling from 276
women who actively use social networking sites. Partial least squares structural equation modeling
was used to analyze the data. The findings show that the need for online social acceptance and
belongingness has a positive relationship with ECBB. Moreover, the study demonstrates a positive
association between ECBB and cognitive dissonance. However, relationships remain unaffected by
self-esteem, primarily because of cultural and demographic factors. The results are helpful for
policymakers and mental health professionals seeking to actively promote awareness and reduce the
psychological impacts that social networking sites have on women.
