The steady increase in social media use, combined with a new opportunity for individuals to express and/or redefine their social identity, has created many new platforms and forums. The global pandemic and the further digitization of communication and self-expression amplified the trend. As individuals shape their online identities, they receive feedback from their online networks (likes, comments, shares, etc.). The feedback can reinforce or challenge their identities, leading them to adapt their self-presentation accordingly. This research investigated the under-explored interplay between Social Identity (SI) formation and Social Media (SM) adoption. While the Unified Theory of Acceptance and Use of Technology (UTAUT) model has been practical, it has become crucial to enhance it based on the relationship/intersection of SI expression and SM use and its implications for social media companies, policymakers, individuals, businesses, and society, as a whole. The research employed inductive qualitative analysis on “public-primary posts of personal narratives from X platform and subreddit communities while preserving participant anonymity. Study 2 data corpus was 62,429 posts. There is a bi-directional influence on social identity formation and social media adoption. The limitations of this study include the subjective nature of qualitative research and the fact that the posts were not intended for academic study. Further, there were no follow-ups and member checking; thus, I could not validate the findings with participants. I also note that many people came to the subreddit platform with their problems, and the entries did not include the resolution of their issues. Only an interview would reveal the outcome, which was not carried out in this study. One recommendation is that social media providers install AI chatbots that scour their platforms for people needing help and render support to people who are vulnerable, especially those seeking mental health resources. Finally, this study’s proposition that when people are lonely, they seek support and comfort on social media needs more research. Further, in the advent of mainstream adoption of Artificial Intelligence (AI) in 2023, research will need to be conducted to ensure the safe and viable long-term use of social platforms for good, as opposed to evil. / Business Administration/Interdisciplinary