Positive social comparison mechanism based on social comparison theory: Independency and interdependency on SNS in younger generation in Korea

Abstract People utilize social networking services (SNSs) as a means of self‐expression. Therefore, it is necessary to create a positive environment for users to share such content. In this study, we investigated the social comparisons made by SNS users based on the social comparison theory. Furthermore, we examined the posting tendency according to the social comparisons made by young people on SNS, specifically in terms of luxury products. The study employs the social comparison theory, as well as passive reactions to posts by SNS users, to offer insights into various aspects of SNS usage behavior, ranging from reading and posting to the satisfaction of uploading. We surveyed college students in South Korea to test our hypotheses. The findings reveal that the younger the users engage in positive social comparisons through social media activities, the stronger their tendency to create independent posts. Thus, this study extends the social comparison theory by suggesting the possibility of promoting a positive environment for social comparisons among SNS followers, thereby strengthening the virtuous cycle structure of SNSs, where followers become publishers. In addition, the study findings suggest that SNS operators and marketers will be able to provide practical help in establishing operational strategies aimed at promoting the posts of SNS users and generating positive effects.