Understanding Social Comparison Dynamics on Social Media: A Qualitative Examination of Individual and Platform Characteristics

As social media platforms continue to expand and attract more users, there is growing interest among scholars and policymakers to understand their impact on individuals. Drawing on self-presentation and social comparison theories, this study explores the complex dynamics of social comparison within the context of social media, aiming to identify key individual and platform characteristics that influence this phenomenon. The methodology uses two waves of qualitative studies with diverse respondent profiles to understand the complexities of social comparison across various demographic groups. Study 1 consists of 39 individual semi-structured interviews and a thematic analysis while study 2 is made of eight case studies. The findings highlight the complex interplay of factors such as gender, age, self-esteem, media literacy, and the type of content consumed in shaping user experiences of social comparison. Additionally, an integrative framework of the antecedents and consequences of social comparison is proposed. By providing a nuanced comprehension of these mechanisms, this research contributes to theoretical advancements and managerial implications of navigating the complexities of online social dynamics.