Social comparison behaviors of Gen Z on social networking sites

Authors : Fulya Akbuğa

Pages : 70-86

Doi:10.55609/yenimedya.1755992

View : 161 | Download : 602

Publication Date : 2025-12-23

Article Type : Research Paper

Abstract :Social networking sites have become one of the most fundamental communication tools of today’s information society. While the widespread use of these platforms has several positive social implications—such as enabling individuals to come together for social and cultural purposes (Boyd, 2010), offering users opportunities to produce and exchange content (Kaplan & Haenlein, 2010), fostering participatory culture (Jenkins, 2006), and contributing to the development of social capital (Valenzuela, Park, & Kee, 2009)—the literature also frequently discusses the negative effects of intensive social network use on individuals. This study addresses Festinger’s (1954) social comparison theory and its implications in digital environments. Semi-structured in-depth interviews were conducted with ten university students selected through purposive sampling. The participants’ social media usage habits and tendencies toward social comparison were analyzed. The findings indicate that participants exhibit social comparison behaviors on social networking sites, primarily in the context of material possessions, career, and achievement. Comparisons related to perceptions of beauty and social life follow these domains. Members of Generation Z show a greater tendency to engage in upward comparisons with individuals they perceive to be in a better position than themselves.
Keywords : sosyal medya, sosyal karşılaştırma, dijital kültür

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