The Social Comparison Tendency of Social Media Users

Büyükmumcu, Saniyebengisu; Ceyhan, Aydoğan Aykut

doi:10.18039/ajesi.682035

Cited by 3 publications

(1 citation statement)

References 58 publications

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“…Social comparison theory provides a useful framework for explaining the reverse socialization process in consumption issues as the mother and daughter get older. Researchers employ this theory in studies on human relations (Asıcı, 2022;Jung et al, 2022;Verduyn et al, 2020;Buyukmumcu & Ceyhan, 2020;Jang et al, 2016;Lewallen & Morawitz, 2016;Arroyo & Brunner, 2016;Fardouly et al, 2015;Vogel et al, 2014;Lee, 2014;Haferkamp & Kramer, 2011;Lin & Kulik, 2002). According to social comparison theory, people have an urge to evaluate their own opinions and abilities.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Mother-Daughter Connectedness and Social Comparison Motivation on Co-Shopping and Co-Consumption: a Research on Adult Daughters

KILIÇER,

PAÇ ÇELİK

2024

PPAD

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Although extensive research has been carried out on intergenerational effects related to consumption between adolescent daughters and their mothers, few studies have focused on consumption interaction between adult daughters and their mothers. Especially as adult daughters and mothers get older, the mother-daughter relationship evolves into one characterized by increased sharing. It is observed that the role of adult daughters in their mothers' choices is increasing. This study aims to determine whether social comparison motivation affects the relationship between the adult daughter-mother connectedness and their hedonic co-shopping, co-consumption of fashion products, and inclination to change mothers' clothing styles. In other words, the current study examines consumption interactions between adult daughters and their mothers from the perspective of social comparison theory, based on the opinions of adult daughters. Data for this study were collected employing survey methodology with 380 females aged 18-35 who shop with their mothers. The respondents were determined through the judgmental sampling technique. The structural equation modeling (SEM) approach was used to identify the causal relationships between variables. According to adult daughters, their connectedness with their mothers positively affects their mothers' social comparison motivation. Mothers' social comparison motivation positively and significantly influences hedonic co-shopping. It also positively affects the role of adult daughters in changing their mothers' clothing styles and the co-consumption of fashion products. However, the effect of social comparison motivation on these two variables is lower than the effect on hedonic co-shopping. The findings of this study suggest some practical clues for marketing communication messages that brands in the fashion sector will develop.

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Section: Introductionmentioning

confidence: 99%

The Effect of Mother-Daughter Connectedness and Social Comparison Motivation on Co-Shopping and Co-Consumption: a Research on Adult Daughters

KILIÇER,

PAÇ ÇELİK

2024

PPAD

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Perception of Influencers among Young Consumers: An Overview of Marketing Communication Practices in Social Media from a Social Comparison Perspective

Çelik

Bakir

Bazarcı

2022

Türkiye İletişim Araştırmaları Dergisi

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The fact that influencers are being employed more and more as an alternative marketing communication strategy makes it important to determine the social comparison processes about these people and how they are perceived by the target audiences. This research aims to discuss how influencers in social media are perceived by their followers and its reflections on marketing communication practices utilitizing the perspective of social comparison. The study was carried out with a qualitative research design, including 16 university students who actively use social media and follow at least two different influencers. Data was collected by the semi-structured interview technique and analyzed with an inductive analysis approach. As a result of the interviews, the participants’ views on influencers were gathered under the themes of “perceptions of and motivations to follow influencers”, “emotions and social comparisons for influencers” and “brand-influencer collaboration and social comparison”. According to the results of the research, it is seen that the participants have positive inclinations towards influencers they feel close to, positive impressions appear mostly as upward assimilation, and that downward assimilation codes such as sympathy and pity, albeit limited, are encountered. In addition, while upward contrastive emotions such as jealousy and envy are frequently encountered, downward contrastive emotions are also observed when the influencer is seen as inadequate. When viewed from the perspective of influencer-brand cooperation, it has been determined that the influences’ going out of the natural flow by sharing advertising content is received negatively by consumers.

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Sosyal Medya Kullanım Amaçları ve Sanal Ortam Yalnızlığı Arasındaki İlişki: Üniversite Öğrencileri Üzerine Bir Araştırma

Karabacak Çelik

2024

İletişim Kuram Ve Araştırma Dergisi

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Sosyal bir varlık olan insan, kişiler arası ilişkileri geliştirmek için çaba harcamaktadır. İnsan, sosyal ilişkilerini bazen yüz yüze bazen de sanal ortamlarda kurabilmektedir. Ancak sanal ortamların gereğinden fazla ve işlevsel olmayan amaçlarla kullanılması, sosyal ilişkileri geliştirme amacına hizmet etmeyebilir ve bireyler sanal ortamlarda da yalnızlık hissedebilir. Bu araştırmada, bireylerin sosyal medya kullanım amaçları ile sanal yalnızlıkları arasındaki ilişkilerin belirlenmesi amaçlanmıştır. İlişkisel araştırmaya uygun tasarlanan bu araştırma, 611 lisans öğrencisi ile gerçekleştirildi. Çalışmanın veri toplama sürecinde, Sosyal Medya Kullanım Amaçları Ölçeği ile Sanal Ortam Yalnızlık Ölçeği kullanıldı. Bulgular, sanal paylaşım ve sanal sosyalleşme alt boyutları ile boş zamanları değerlendirme, arkadaşlarla iletişim, olayları/gündemi takip etme, eğlenme ve rahatlama, müzik dinleme, insanları daha iyi tanıma, mesaj gönderme ve alma, kişisel sunum ve bilgi paylaşma, fikir alışverişinde bulunma, kişi ve organizasyonlara ulaşma arasında pozitif yönlü anlamlı ilişkiler olduğunu gösterdi. Sanal yalnızlık alt boyutu ile herhangi bir sosyal medya kullanım amacı değişkenleri arasında anlamlı bir ilişki olmadığı belirlendi. Regresyon analizi sonuçları, eğlenme ve rahatlama, insanları daha iyi tanıma, kişi ve organizasyonlara ulaşma amaçlarının sanal sosyalleşme üzerinde anlamlı yordayıcılar olduğu tespit edildi. Bir diğer bulgu, arkadaşlarla iletişim, eğlenme ve rahatlama, insanları daha iyi tanıma ve kişi ve organizasyonlara ulaşma amaçlarının sanal paylaşımın anlamlı yordayıcıları olduğunu gösterdi. Sanal ortam yalnızlığı ile ilişkili olan sosyal medya kullanım amaçlarının belirlendiği bu araştırma sonucunda elde edilen bulgular, olası müdahale çalışmalarına veri sağlamaktadır.

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The Social Comparison Tendency of Social Media Users

Cited by 3 publications

References 58 publications

The Effect of Mother-Daughter Connectedness and Social Comparison Motivation on Co-Shopping and Co-Consumption: a Research on Adult Daughters

The Effect of Mother-Daughter Connectedness and Social Comparison Motivation on Co-Shopping and Co-Consumption: a Research on Adult Daughters

Perception of Influencers among Young Consumers: An Overview of Marketing Communication Practices in Social Media from a Social Comparison Perspective

Sosyal Medya Kullanım Amaçları ve Sanal Ortam Yalnızlığı Arasındaki İlişki: Üniversite Öğrencileri Üzerine Bir Araştırma

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