Understanding the Behavioral Consequences of Upward Social Comparison on Social Networking Sites: The Mediating Role of Emotions

Jaeyoung Park, Beomsoo Kim and Sunhee Park
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Jaeyoung Park: Graduate School of Information, Yonsei University, Seoul 03722, Korea
Beomsoo Kim: Graduate School of Information, Yonsei University, Seoul 03722, Korea
Sunhee Park: Barun ICT Research Center, Yonsei University, Seoul 03722, Korea

Sustainability, 2021, vol. 13, issue 11, 1-14

Abstract: With the increase in upward social comparison occurring on social networking sites (SNSs) globally, SNS researchers have examined the impact of upward social comparison. However, they focused mainly on psychological outcomes (e.g., well-being). To extend the existing studies, this study investigates the behavioral consequences of upward social comparison through the underlying mechanisms of emotions. Drawing on Smith’s typology of social comparison-based emotions, we developed a conceptual model that integrates upward social comparison on Instagram, upward comparison emotions (upward contrastive emotions and upward assimilative emotions), and the behavioral responses (SNS discontinuance, posting of comments). A structural equation modeling analysis revealed that upward social comparison in Instagram usage provoked upward contrastive emotions including anger, depression, and envy, which, in turn, induced Instagram discontinuance and the posting of malicious comments on Instagram. Additionally, upward assimilative emotions including admiration, optimism, and inspiration triggered the posting of favorable comments on Instagram. This study enhances our understanding of SNS social comparison by revealing how upward social comparison on Instagram is related to behavioral consequences.

Keywords: upward social comparison; upward contrastive emotions; upward assimilative emotions; malicious comments; favorable comments; social networking site; SNS discontinuance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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