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How social media advertising impacts mental health - A Comparative Study of Organic and Sponsored Content on Instagram
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 6.01 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Despite being an immensely powerful source of social influence, the increasing use of social media has
raised questions about the imminent impact on users’ subjective well-being, due to the quantity and
quality of social relationships. Recent research has uncovered that excessive engagement in social
media networks are often linked to detrimental effects on psychological health, such as loneliness,
anxiety and depression. The proposed study contributes to filling a gap regarding the connection of
social media advertising with mental health. Particularly by drawing from influencer authenticity and
credibility attributes, and the effect of social comparison on Instagram users’ psychological well-being.
An online survey was conducted with a total of 99 participants. This study demonstrated that
influencers’ authenticity and credibility attributes positively affect users’ mental health status.
Additionally, it revealed that influencer authenticity affects social comparison, with users comparing
themselves to the influencer more favorably when presented with organic (authentic) content. The
association between influencer authenticity and mental health was also shown to be mediated by
social comparison, which has a negative effect on users' mental well-being. The findings extend
previous research on influencer attributes, linking influencer authenticity with social comparison,
which allows a clearer understanding of how social media advertising affects users’ mental health.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
social media social media marketing influencers social comparison mental health