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Julia Brailovskaia, Elke Rohmann, Hans-Werner Bierhoff, Jürgen Margraf

• The present study investigated the relationship between flow experienced when using Facebook (Facebook flow; i.e., experience of intensive enjoyment and pleasure generated by Facebook use due to which the Facebook activity is continued even at high costs of this behavior) and Facebook Addiction Disorder (FAD). In a sample of 398 Facebook users (age: M (SD) = 33.01 (11.23), range: 18–64), the significant positive association between Facebook flow and FAD was positively moderated by the intensity of Facebook use. Exploratory factor analysis revealed that all six items assessing FAD loaded on the same factor as two items belonging to the subscale telepresence of Facebook flow. Therefore, the close link between Facebook flow and FAD may in particular result from the immersion in an attractive online world created by Facebook, where users escape to forget their everyday obligations and problems. Present results provide first evidence that Facebook flow may be an anteceded of FAD and indicate the mechanisms that may contribute to its development and maintenance. Practical applications for future studies and limitations of present results are discussed.