Digitalisation’s shadow: how it shapes behavioural patterns through digital addiction

We examine the impact of the COVID-19 pandemic on digital behaviours, with a focus on digital addiction and its persistence in the post-pandemic era. Drawing on an integrated lens of Attachment Theory and Social Identity, we assess digital and social dependency changes over time. The findings reveal significant increases in behaviours such as digital procrastination, virtual attachment, and digital craving and underscore a growing reliance on digital platforms for emotional regulation and social engagement. However, digital and social dependency showed only low to moderate increases, suggesting that while online interactions are valued, they are not viewed as substitutes for face-to-face connections. We attribute these results to Turkey's cultural dimensions and interpret the drivers of the emotional and social reinforcements. We contribute to understanding the pandemic's lasting effects on digital behaviour and offer implications for individuals, policymakers, and organisations seeking to foster healthier digital habits in a connected world.