نبذة مختصرة : Thanh Ngoc Dan Nguyen,1 Hao Yen Tran,2 Giang Hoang Minh Nguyen,2 Yen Kim Nguyen,2 Hoai Thi Mong Dinh2 1Faculty of Business Administration, Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam; 2School of Advanced Study, Ho Chi Minh City Open University, Ho Chi Minh City, VietnamCorrespondence: Thanh Ngoc Dan Nguyen, Ho Chi Minh City Open University, Ho Chi Minh City, 70000, Vietnam, Email thanh.nnd@ou.edu.vnPurpose: This study aimed to analyze the influence of narcissism on self-esteem and social media addiction. In addition, it highlights the consequences of social media addiction through internal factors such as self-esteem and external factors such as life satisfaction. It also examined the regulatory role of personality traits in this context.Participants and Methods: Conducted in Ho Chi Minh City, it surveyed 426 Generation Z individuals aged 13– 26 spending over two hours daily on social media, using convenience sampling. Data analysis and reliability assessment were done with SPSS 29, and SmartPLS 4 evaluated the linear structural model.Results: The study has demonstrated that narcissism among Generation Z significantly influences life satisfaction. The results indicate that narcissism plays a crucial role in determining the self-esteem of Generation Z. Furthermore, individuals exhibit varying levels of narcissism, which are positively related to various online social activities. Therefore, high levels of narcissism are likely to lead to social media addiction. Those who exhibit symptoms of social media addiction tend to have lower self-esteem because they perceive social media as a safe space where they can express themselves. However, each individual possesses unique personality traits, and this study has proven that specific personality traits such as Agreeableness and Openness impact the life satisfaction of Generation Z.Conclusion: The study investigated how narcissism, self-esteem, and social media addiction affect life satisfaction among Generation Z, exploring their complex interplay and mental health implications. It emphasized Gen Z’s widespread social media engagement and addiction risks, impacting mental health and emotional satisfaction. Additionally, it highlighted the influence of personality traits on life satisfaction. The examination scrutinized the intricate relationship between self-esteem and narcissism, stressing its nuances, especially among Generation Z.Keywords: narcissism, social media addiction, self-esteem, life satisfaction, HEXACO traits, Gen Z
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