Russian scientist and physiologist Ivan Petrovich Pavlov demonstrated clearly through his experiments with dogs that initially neutral stimuli acquire physiological significance if they are associated with vital positive or negative reinforcement.
There's no sense to deny technology and how deeply it has integrated into our lives. Social media is a great demonstration ground where we see reactions are manifested in the form of symbolic punishments and rewards, playing the role of threats and reinforcements. We all know how that makes us feel: exalted when someone likes or reposts us, or frustrated when we see some negative comments and dislikes. We experience these two feelings alternately, dosed in a way that makes trapped in a loop cycle.