The effect of Social Comparison and what brands can do to tackle the mental decline of Gen-Z through social strategies.
For my Research Methods module for my MA, we were given the opportunity to academically enquire into a topic of our choice. I chose social comparison and its damaging effects that is has on fashion consumers.
Chapter 1 - Introduction
Social Comparison is an unavoidable topic in social media, especially when considering the negative value it can hold on a consumer (Newport Academy, 2019). Evolving how a company will use social media has become more crucial over the past few years, as awareness of the damage of such marketing is now a social issue (Molek, 2021). The display of positive social comparison would enable consumers to access more inspirational content, promoting confidence building, which branches into more realistic and achievable aspirations (Molek, 2021)
Depicted by Emma Allwood (2018), ’Hyper Connected’ users unconsciously feel the need to glue themselves to their feeds for the “exhibitionism and voyeurism” integrated into our everyday lives. Therefore it’s inevitable that we will be exposed to narratives in which we compare ourselves. Everyone self-conceptualises, and it is the story in which the individual wants their followers to see (Heatherton and Wyland, 2003, cited in Fagundes et al., 2020). Projecting a lifestyle and confidence that could be a false interpretation of how they indeed are, but due to self-esteem issues caused by social media, they post the best performance of themselves (Rosenberg et al., 1995, cited in Fagundes et al., 2020)
Generation Z (Gen Z) are the primary victims within this environment. Their depictions of themselves lie within their accounts and heavy engagement (Abi-Jaoude et al., 2020). In 2020 the Canadian Medical Association Journal depicted that there has been an increase in mental health depletion and those seeking treatment, which parallels the rise in usage of social media over the years by adolescents primarily. They are the youth who value individual identity (Mckinsey, 2018).
The focus should be on what brands are doing to tackle social media's consequences in triggering a negative social comparison. Adopting an approach that equates to positive social comparison is strategy brands need to implement (Molek, 2021) Although there are many studies into each of these contextual topics, there is little in what brands can do to change to a positive social comparison. This study has the aim to address the following research objectives:
The effect of Social Comparison and what brands can do to tackle the mental decline of Gen-Z through social strategies.
- To evaluate consumer feelings towards brand narratives and communications
- To analyse how consumers believe social media content needs to change from a marketing standpoint
- To identify the approach that companies will have to take to become positively impactful on their audience
Chapter 2 - Literature Review
2.1.1 Social Comparison
Leon Festinger (1954) described that individuals naturally evaluate and analyse themselves compared to others. Leading to crucial judgements being made upon the individual by self analysation (The American Psychological Association). Festinger believed that this comparison is our natural way of setting ourselves ‘benchmarks’ for the development of our individualities (Cherry, 2020)
2.1.2 Social Comparison in Influencer Marketing
It’s not hard to see why influencers would be chosen as advertising implementations; their lives seem to epitomise a perfect world and can make our self-esteem decline, creating anxiety through self-comparison (Teen Magazine, 2020). Maciejewska (2020) states that brands use influencers because they make you want to buy things you don’t need - these products are rooted in self-image. 47% of influencers admit that what they do negatively impacts their audiences, primarily where mental health occurs (Inzpire.me) According to Chua and Chang, it is not even just influencers who follow this path; they state that the majority of Instagram users select what they perceive to be their best pictures, the ones being the most attractive, and enhance them with filters and digital augmentations, therefore, they are also not showing their true selves. But could you question that this practice is a result of the role of the influencer?
2.2.1 Generation Z
Gen Z is individuals born between 1995 and 2010. These 'digital natives' have grown alongside the advancements in technology their entire lives (McKinsey, 2018). They value individualism and expression; their consumption equates to their identity. Yet, they feel pressure to keep their social appearances aspirational and inspiring to their followers (Allwood, 2018) Hoeful and Frances (2018) state that this generation expects brands to be transparent and aware of social issues. They know they’re an impressionable generation; they want brands to create an honest and relatable narrative so they do not become alienated by unobtainable aspirations.
2.2.1 Mental Health Effects of Gen Z Concerning Social Media
Platforms are gateways to negative influences, reflecting how users perceive themselves (Fagundes et al., 2017). This self-concept theory lies within a person’s confidence in their identity and self-perception (Heatherton and Wyland, 2003) in correlation with social media. Adolescents, those currently finding their identities, have triggered an increase of studies being created into looking at the correlation of social media usage and Generation Z; these conclude that the effects lie within the realms of the ‘absence of mental health’ and ‘the presence of well-being’ (Valkenburg et al., 2021) Marika Tiggeman’s study into similar effects deem that an individual's social feed can show countless images of “near-perfect and seemingly flawless women” which in turn followed research concluding that Instagram usage is related to many concerns where body image and self-objectification are involved. In 2021, Facebook concluded that the platform Instagram was engaged in elevating the high increase in mental health problems in Gen Z girls, mainly placing the blame within brands' marketing, targeting the fashion industry (Mondalek, 2021). These mental health effects can be categorised into three topics: mood, self-perception and relationships (Sharma et al., 2020)
2.3 Gaps in the Literature Review
Overall research so far has determined that there is, in fact, a correlation between the topics in this study; the awareness follows the detrimental effect on youths mentality that the audience themselves towards the problem has been identified. It is evident that to deplete the amount of social media that affects the mental state of the Gen Z group, there has to be a change in how brands implement their digital marketing strategies to protect their consumers.
The questions that arise are:
- What do their consumers genuinely value in their brands?
- What do they perceive to be negatively impacting them online?
- Which brands, in particular, manage to evade any mental detriment and how?
Chapter 3 - Research Methodology
3.1 Research Approach
Asenahabi stated, “for research to be carried out successfully; it requires suitable research design” as it is a way in which we can gain knowledge crucial for solving a specific problem or theory (Bhattacharyya, 2006; Thomas et al.2011 cited by Asenhabi, 2019) With the nature of this investigation it is vital that speaking directly with Gen Z is the key to answering the questions we seek. It is also a critical factor that we invoke an emotional and open dialogue with them to understand their needs fully, wants and wishes. A Qualitative research approach is the most suitable for this methodology. Qualitative research is a more “humanistic or idealistic approach”, according to Pathak (2013). Researchers use it to sift through data collected to understand the methodology's beliefs, attitudes, experiences, and behaviours.
3.1.1 Qualitative vs Quantitative Methods
3.1.1.1 Quantitive Research
Compared to the more suitable approach, this method aims to bring a more generalised approach to the knowledge needed to define the research outcomes and not delve into profound conclusions to assess the topic and is detached from an outsider's point of view. Which in turn, means that mainly the data collected will be of a numerical type and will hold little emotional understanding of those within the data (Yilmaz, 2013)
3.1.1.2 Qualitative Research
Works to understand those within the data collected, their realities and the contextualisation they bring with them. A more naturalistic approach takes value from the interactions the method in question gets to create the data collected. It involves a more empathetic and personal involvement; with this study being of a mental health topic, the researcher must be of this nature as it is a sensitive discussion (Yilmaz, 2013) As the data being collected is not numerical and does not abide by fact but opinion and human feeling, qualitative research is the ideal approach.
3.2 Data Collection Technique
As a Qualitative approach is to be made, an interview is the most appropriate way to collect the data needed. According to Stuckey (2013), there are three interview processes: structured, semi-structured, and narrative interviews. These methods have specific questions in which those being interviewed can respond naturally and organically. As a structured interview can be quite limiting for a Qualitative approach due to its set nature, a Semi-Structured interview will remain the most suitable type to gather the information needed for this study (Wilson, 2012). It will involve having a set of questions to keep the conversation on track; however, if other topics are addressed, the researcher can also follow these to understand better what the speaker wants to convey. I also think it would be an insightful idea that during the interview, the participant shares their social feed at the time of the interview and that they speak to them on how it makes them feel, especially if posts aligned with the topic do show up. This will hopefully trigger honest and emotional first-hand data that may be crucial when analysing the data.
In terms of the researcher, the interview will be held with them and the participant in person. Now that Covid-19 restrictions have been lifted, it is possible to do so; however, it will be a socially distanced meet-up to protect the participant. Due to the topic being of a global impact, the interviews will have to be a variety of international participants of the Gen Z audience. Should some participants join from another country, these particular conversations will be made over a video call.
3.3 Choosing the Participants
For the data collected to be appropriate for this study, the participant sample size will be ten, and they will have to be the following:
- Generation Z (Born 1995 - 2010, however, they will be on the older spectrum 1995 - 2002 as these are the segment of the generation who are old enough to see the effects of social media)
- Those who use social media in their everyday lives
- Have had first or second-hand experience with mental health detriments due to social media usage and who are willing to share their experiences
3.4 Techniques for Data Analysis
For this set of data, an Interpretative Phenomenological Analysis (IPA) approach will be taken. IPA is an analysis technique used to dissect the experiences of the speaker that are personal and will evoke a strong opinion and feeling (Warren, 2020). In terms of this research method, IPA is a strong choice as it involves the analysis of something personal that has happened to the participant; in this instance, it will be the usage of social media and its effects on the user's psyche. As it is a more psychological approach, it will assess how the participant makes sense of their experience; in this case, it will allow a deep dive into the emotional attachment an audience has to the content they see. Therefore creating an insight into how we tackle this subject. It is also a suitable technique as the sample size is small, compared to that of a quantitive method, broader conclusions will be made, and generalisations will mostly be made; however, according to Kerryn Warren PHD as long as this data aligns with your research aims and objectives that the findings are still viable and relevant. Once the interviews have undergone IPA, this data will be categorised using Thematic analysis. According to the University of Auckland, Thematic Analysis is used as categories can be tailored towards specific research questions, especially ones with a "contraction of meaning". It is also suitable for data related to people's experiences, views and perceptions. Inductive analysis will be the particular type of thematic analysis used as it categorises data into concepts that haven't yet already been predicted by the research questions or preconceptions (Braun and Clarke, 2006) As the questions proposed for this study are open and seek reason, this would be a perfect way in which the IPA data can be conceptualised to find conclusions.
3.5 Limitations to Consider
There can be a few limitations to an interview process, especially considering the topic at hand. These are mainly natural human errors that may not be avoided. Interviews themselves may make participants feel like they need to elaborate on their views to sound interesting, leading to exaggerated information. They may also not tell the interviewer things that are entirely true or what they believe they want them to hear (Desai, 2021). Another limitation that may occur is with the interviewer, researcher and participant. As the interview will be semi-structured, the interviewer may take the researchers questions and develop them into the conversation; this may lead to the respondent not understanding what is being asked (Sociology Group 2021). This means that sticking to the researcher's questions and making sure they are as straightforward as possible is crucial to preventing any limitations from occurring of this nature. Another limitation may be within the data analysis. Thematic data categorise the data into themes; however, if the data analysed is unconsciously created with the outcome in mind, then the data may not come across as entirely accurate (University of Auckland); therefore, the data needs to be analysed and categorised from the findings, not with the preconceived outcome in mind. Overall, the limitations lie within the human error that may occur during the data collection and analysis.
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