Social media platforms include social networking sites such as Facebook, Instagram, LinkedIn and Snapchat (Kane, 2017). In addition to offering tremendous opportunities for communication, social media also serves as a channel for social change (Yannopoulou et al., 2019) and product promotion (Sreejesh et al., 2020). Though these online modes of communication have transformed the way individuals interact, yet, they have also raised various concerns (Lim et al., 2012). The extensive usage of different social media platforms to satisfy various social needs in the online environment has exposed users to several issues, such as social media fatigue, sleep problems, compulsive use, online regret and fear of missing out (Dhir et al., 2019). These negative outcomes are collectively referred to as the 'dark side' of social media (Baccarella et al., 2018;