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http://dx.doi.org/10.5392/JKCA.2020.20.09.238

SNS Social Comparison Satisfaction Mechanism : based on User's Independence and Interdependence Propensity  

Kim, Songmi (한국과학기술원 기술경영학부)
Kim, Hana (한국과학기술원 기술경영학부)
Publication Information
The Journal of the Korea Contents Association / v.20, no.9, 2020 , pp. 238-248 More about this Journal
Abstract
This study examines the feelings of positivity and negativity generated through upward social comparison and explores the impact of the results of the emotions on SNS users' posting behavior. In particular, this study aims to systematically identify the influence of upward social comparison on SNS followers and uploaders' SNS usage behavior and the structural principle of social network circulation in which followers become uploaders again. According to the analysis, interaction-oriented followers made negative upward social comparison and positive upward social comparison, while negative upward social comparison reduced the publication of independence tendency. However, positive upward social comparison has been shown to increase both independent and interactive postings. The results of this study are meaningful in that SNS has expanded the results of prior studies, in which social comparison theories were biased toward negative upward comparisons, to positive upward comparisons. In addition, this study suggested a practical strategy for SNS platform operators on how SNS users would not deviate from other platforms.
Keywords
Social Network Service(SNS); Followers; Uploaders; Upward Social Comparison on SNSs; Social Comparison Theory;
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Times Cited By KSCI : 4  (Citation Analysis)
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