Understanding the impact of social comparison on Instagram users' self-esteem and purchasing behavior

Abstract

As fewer studies have focused on the impact on users' well-being as a result of social comparison and its potential associations with users' purchasing behavior, the current thesis addresses Instagram users' perception towards the phenomenon of social comparison with influencers and celebrities, its effects on well-being, and the correlations between respondents' self-esteem levels when making a buying decision, purchasing behavior, and demographics. To achieve the objectives, quantitative data were collected through an online survey. Part of the data was later statistically analyzed using R Studio to seek possible correlations. No association relations were found between Instagram users' self-esteem level, their purchasing behavior and their demographic particularities. Although, the descriptive analysis revealed that Instagram could trigger, through social comparison, negative feelings in its users, and they are aware of this, but consider that social comparison negatively affects others' general well-being more than their own.