Impact of Social Media Influencer Culture on Self-Esteem of Gen-Z Users: Mediating Role of Social Comparison

Abstract

The current study examined the relationship between social media influencer culture and self-esteem and how social comparison mediates this relationship among generation-z users. To conduct this study cross-sectional correlation research design was used. A survey was conducted on a sample of 426 generation-z participants. To collect the information three tools were used: Parasocial Interaction and Influencer Attributes Scale (Kim & Kim, 2022), the Iowa–Netherlands Comparison Orientation Measure (INCOM) (Gibbson & Buunk 1999) and the Rosenberg Self Esteem Scale (RSES) (Morris Rosenberg, 1965). Data were analyzed using SPSS descriptive statistics, Pearson correlation and mediation analysis was done by using Hayes process macro. Findings of this research shows strong positive correlation between social media influencer culture and social comparison, mediation of social comparison and significant negative correlation between social media influencer culture and self-esteem. Parasocial interactions were positively correlated with social comparison (r =.351) and negatively correlated with self-esteem (r =-.305). Indirect effects of parasocial interactions on Self-esteem through Social comparison were significant, (β=.022). The direct and indirect effects of parasocial interactions on Self-esteem were significant which indicated partial mediation of the model. These results suggest that social comparison significantly mediates the parasocial interactions and self-esteem of generation-z users. This study highlights the importance of psychological processes of social comparison though which young users associate their self-esteem and self-evaluation after parasocial interactions.