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

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  • dc.contributor.author Bănică, Dragoș
  • dc.date.accessioned 2024-02-02T18:26:33Z
  • dc.date.available 2024-02-02T18:26:33Z
  • dc.date.issued 2024-02-02
  • dc.description Treball de fi de Màster en Cultura Digital i Mitjans Emergents (DiCEM). Tutora: Dr. Leila Mohammadi
  • dc.description.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.ca
  • dc.format.mimetype application/pdf*
  • dc.identifier.uri http://hdl.handle.net/10230/58942
  • dc.language.iso engca
  • dc.rights Llicencia Creative Commons, "Reconeixement-NoComercial-SenseObraDerivada 4.0 Internacionalca
  • dc.rights.accessRights info:eu-repo/semantics/openAccessca
  • dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/deed.caca
  • dc.subject.keyword Social comparison
  • dc.subject.keyword Influencers
  • dc.subject.keyword Celebrities
  • dc.subject.keyword Social media
  • dc.subject.keyword Instagram
  • dc.subject.keyword Self-esteem
  • dc.subject.keyword Well-being
  • dc.subject.keyword Purchasing behavior
  • dc.title Understanding the impact of social comparison on Instagram users' self-esteem and purchasing behaviorca
  • dc.type info:eu-repo/semantics/masterThesisca