Social media rumination means that social media users are inclined to worry about their posts, relevant situational elements, and ramifications of the posts on a regular basis, and it is one of the main reasons why people's use of social media is linked to unfavorable mental health and interpersonal results. Rumination is antagonistic to mindfulness, which entails paying attention on purpose and without judgment, and mindfulness appears to be useful in reducing rumination. However, in the context of social media, the nature of the relationship between rumination and mindfulness has gained less attention. The current research study indicates that trait mindfulness, upward social comparison (USC), and self-esteem are implicated in social media rumination (SMR). However, no research study has synthesized the findings into one model. Therefore, the current research study aims to explore the relationship between trait mindfulness and SMR, the mediating effect of USC, and the moderating effect of self-esteem. The model was tested using AMOS and the PROCESS macro in SPSS with bootstrapping. According to the findings, SC appears to have a moderated mediator effect on the relationship between trait mindfulness and SMR. Specifically, individuals with high mindfulness trait do not necessarily have less USC. Self-esteem moderated the above mediation. The beneficial effect of trait mindfulness on social media rumination is explained in depth in this study.

Recently, the number of active users of social media platforms is declining, posing a challenge to the sustainability of interest in social media and related industries. Therefore, it is of great significance to examine the environmental and psychological factors that influence the continuous use of social media. Until recently, little research has examined this topic from the perspective of the relationship between previous cyberbullying victimization experiences (PCVE) and the continuous use of social media (CUOSM), not to mention the psychological mechanisms that lead to this relationship. In addition, there are paradoxes in existing studies: one side believes that PCVE causes users to become addicted to using social media, while the other side argues that PCVE drives users to escape from using social media. In order to respond to this controversy and clarify the relationship between PCVE and CUOSM, this study introduces two psychological variables, namely “social media rumination (SMR)” and “distress”, in order to construct a chain mediation model. Researchers surveyed 692 people who had experienced social media cyberbullying, and analyzed the data through SPSS and Mplus. The findings were as follows: 1. There is an inverted U-shaped curve relationship between PCVE and CUOSM. Specifically, the relationship initially exhibits a positive correlation (the period named fight), which then becomes negative (the period named flight). 2. When PCVE and CUOSM are positively correlated, SMR is the main factor that contributes to an increase in CUOSM. 3. When PCVE and CUOSM are negatively correlated, distress is the major factor that causes a decline in CUOSM. This study provides an explanation for the controversy in previous research, expands the scope of social media research, and provides a practical reference for social media platforms to enhance their existing users’ continuous use.

Current research on consumer behavior of green advertising mostly focuses on advertising attitude or consumer behavior, while few studies have extended the topic to explore the consumers’ behavior after green consumption. The “Licensing effect”, which is a paradoxical side effect of green advertising, has been verified to exist in the consumption context in many countries. This paradoxical effect between cognition and behavior refers to the circumstance that consumers show non-green behavior after green consumption, which is contrary to the original intention of green advertising. However, at present, few scholars have verified and deeply explored that effect in the context of China. This study explores the “licensing effect” of green advertising through two factors: environmental protection cognition and advertising appeal. Through a 2 × 3 experiment, we find that: 1. The licensing effect is applicable in the Chinese consumption context; 2. The licensing effect only exists in individuals with low environmental protection cognition; 3. The appeal mode of green advertising turns out to be an effective moderator, and rational appeal can effectively prevent the licensing effect. This research expands the research scope of green advertising and provides a new vision for the study of consumer behavior in green advertising. In addition, the moderation role of advertising appeal verified by our study has guiding significance for green advertising practice.

IntroductionIn recent years, there have been numerous online privacy violation incidents caused by the leakage of personal information of social media users, yet there seems to be a tendency for users to burn out when it comes to privacy protection, which leads to more privacy invasions and forms a vicious circle. Few studies have examined the impact of social media users' privacy invasion experiences on their privacy protection intention. Protection motivation theory has often been applied to privacy protection research. However, it has been suggested that the theory could be improved by introducing individual emotional factors, and empirical research in this area is lacking.MethodsTo fill these gaps, the current study constructs a moderated chain mediation model based on protection motivation theory and regulatory focus theory, and introduces privacy fatigue as an emotional variable.Results and discussionAn analysis of a sample of 4800 from China finds that: (1) Social media users' previous privacy invasion experiences can increase their privacy protection intention. This process is mediated by response costs and privacy fatigue. (2) Privacy fatigue plays a masking effect, i.e., increased privacy invasion experiences and response costs will raise individuals' privacy fatigue, and the feeling of privacy fatigue significantly reduces individuals' willingness to protect their privacy. (3) Promotion-focus individuals are less likely to experience privacy fatigue than those with prevention-focus. In summary, this trend of “lie flat” on social media users' privacy protection is caused by the key factor of “privacy fatigue”, and the psychological trait of regulatory focus can be used to interfere with the development of privacy fatigue. This study extends the scope of research on privacy protection and regulatory focus theory, refines the theory of protection motivation, and expands the empirical study of privacy fatigue; the findings also inform the practical governance of social network privacy.