Open Access

On the basis of recent findings in the context of the Social Online Self-Regulation Theory it is assumed that intensity of social Facebook use (i.e., a higher intensity and more time spend on Facebook focusing on social activities) serves the purpose of selfregulation. A priming of unfulfilled goals was used to increase participants’ intensity of social Facebook use in order to regulate the negative emotions and the self-discrepancy which should be caused by the priming. High social comparison orientation as well as difficulties in emotion regulation were assumed to moderate that effect. 355 people took part in an online survey. As expected, difficulties in emotion regulation as well as social comparison orientation were positively correlated with intensity of social Facebook use. However, the priming effect was moderated by difficulties in emotion regulation. Our research follows propositions derived from self-regulation theory and is, therefore, integrated into a broader theoretical approach focusing on the goal-setting of the self. Finally, possible applications of this research on the explanation of dysfunctional social Facebook use are outlined.