With increasing proliferation of social media, there is an urgent need to examine how people engage in social media and to assess its role in shaping the consumers’ attitude and behavior. Though a number of researchers focused this research area in the recent years, the studies have mostly been confined to the analyses of social media utilization patterns for their impact on online purchases. Only a handful of studies focused on investigating the impact on ‘down side’ of consumer behavior as reflected through traits of materialism, impulse buying and conspicuous consumption. The present work attempted to bridge this gap. Specifically, the study examined the influence of social media usage intensity on three behavioral traits as well as evaluated the mediating role of electronic Word-Of-Mouth in affecting this linkage. The paper also provided insights with respect to variation in the usage intensity and behavioral traits across the demographic components. The inputs gained from the present research can be used by the marketers in not only leveraging the power of social media and capturing the changing consumer traits in favor of their brand but also in developing the targeted and effective strategies to engage their audience on this new media.