SNS에서의 사회비교에 따른 자기인식, 방어기제 그리고 커뮤니케이션 효과

Self-Awareness, Defense Mechanism and Communication Effects Based on Social Comparison in SNS

Purpose This paper analyzes the impact of social comparisons occurring within SNS on user’ self-awareness, defense mechanism, and communication effects based on the social comparison theory. Design/Methodology/Approach We used the data of 400 respondents who has more than one SNS account living in the capital area of Korea. SPSS 24.0 and AMOS 18.0 were used for analysis. Findings As a result of the study, there were two factors of comparisons occurring within SNS: upward comparison and lateral comparison. Both have significant influences on user’ self-consistency. However, these two comparisons differed in the influence on self-satisfaction and self-esteem. Only the lateral comparison affected both self-satisfaction and self-esteem. In the results of hypothesis testing with self-awareness and defense mechanisms, it was partially supported. In particular, self-satisfaction had a negative effect on defense mechanisms. Finally, the result of verifying the effect of defense mechanisms on communication effects, all defense mechanisms affected brand awareness. However, looking at the relationship between defense mechanisms on brand attitude and purchase intention, idealization has been shown to affect both, and identification has affected purchase intention only. Research Implications Unlike prior studies on social comparisons which mainly focused on face-to-face situations, this study was conducted based on non-face-to-face situations. It could help to look at consumers that have changed since COVID-19. In addition, the impact on communication effectiveness has been recognized, so it will be practically applicable to marketing in an online environment.