This study aimed to investigate the effect of materialism on social media addiction and the mediating role of perceived social support and self-esteem among college students. A total of 314 college students were recruited in this study. The results showed that (1) materialism, social media addiction, perceived social support and self-esteem were significantly correlated; (2) perceived social support and self-esteem respectively played a mediating role in the effect of materialism on social media addiction; and (3) perceived social support and selfesteem played a chain mediating role in the effect of materialism on social media addiction.