Media Watch

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Social Media on the Vanity Level of Youngsters in India


Affiliations
1 Amrut Mody School of Management, Ahmedabad University, Vikram Sarabhai Marg, Navrangpura, Ahmedabad-380 009, India
2 Centre for Heritage Management, Ahmedabad, India
     

   Subscribe/Renew Journal


This paper is an attempt to measure the impact of social media on the vanity level of youngsters in India. An experimental research was conducted on a controlled group of 40 participants with an average age of 23 years. Netemeyer 's vanity scale was administered on the participants and their vanity was measured. A month later, the participants in the research were put under controlled conditions for two hours and exposed to social media. They were instructed to log into their social media accounts and instructed to engage into activities like updating their status, uploading new photographs, reading comments and going through the number of likes which had been made on their earlier loaded statuses and photographs. Post two hours, their vanity level was measured. Data was analysed using paired sample t tests as well as confirmatory factor analysis and comparison was made along the factors of Netemeyer 's Vanity Scale pre and post the exposure to social media activity.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Battistelli, L. 1929. La vanita‘; saggio di psicologia e di critica. Bari, G. Laterza & figli.

  • Bearden, O. W., Netemeyer, G. R., and Teel, E. J., (1990). Further Validation of the Consumer Susceptibility to Interpersonal Influence Scale. Advances in Consumer Research. Volume 17

  • Durvasula, S.; Lysonski, S., Watson, J., (2001). Does Vanity Describe Other Cultures? A Cross-Cultural Examination of the Vanity Scale, The Journal of Consumer Affairs, Vol. 35, No. 1

  • Ericksen, M.K., Sirgy M.J., (1992). Employed females’ clothing preference, self-image congruence, and career anchorage. Journal of Applied Social Psychology, 22(5)

  • Erving, G., (1959). The presentation of self in everyday life, Doubleday books, New York.

  • Foxall and Goldsmith R. E,. (1994). Consumer Psychology for Marketing, Routledge.

  • Grau, K. J., (1928) Vanity and the feeling of modesty. A study in social psychology and the psychology of character. Oxford, England: Meiner.

  • Guzzetti, B. J., (2006). Cybergirls: Negotiating social identities on cybersites, E-Learning, 3(2), 158-169.

  • Haugtvedt, C., Petty E. R, Cacioppo, T. J., and Theresa, S. (1988). Personality and Ad Effectiveness: Exploring the Utility of Need For Cognition, Advances in Consumer Research, Volume 15

  • Hum, N. J., Chamberlin, P. E., Hambright, B. L., Portwood, A. C., Schat, A. C., & Bevan, J. L., (2011). A picture is worth a thousand words: A content analysis of Facebook profile photographs. Computers In Human Behavior, 27(5)

  • Kassarjian, H., and Sheffet, M. J., (1981). Personality and Consumer Behavior: An Update, in Harold H. Kassarjian, (ed.), Perspectives in Consumer Behavior, Glenview, Illinois: Scott, Foresman, and Company, 160-80.

  • Manning, P., (1992): Erving Goffman and Modern Sociology. Stanford, CA: Stanford University Press.

  • Markus, H., & Nurius, P., (1986). Possible selves. American Psychologist, 41(9)

  • Marwick, A., & Boyd, D., (2011). To See and Be Seen: Celebrity Practice on Twitter. Convergence: The International Journal of Research into New Media Technologies. 17(2) 139–158

  • Matt Warman (2013; April, 2). Facebook in Timeline court battle: Facebook and a company called Timelines will battle in court for the right to use the word ‘Timeline’. Telegraph from http:// www.telegraph.co.uk/technology/facebook/9965978/Facebook-in-Timeline-court-battle.html.

  • McFarland, M. (2013, December, 26) Social Media Desperately needs and antidote to bragging. Chicago Tribune. Retrieved from http://articles.chicagotribune.com/2013-12-26/opinion/ct-social-media-bragging-oped-1226-20131226_1_social-media-instagram-gary-vaynerchuk

  • McKinsey & Co., (2012). The Social Economy: Unlocking Value and Productivity through Social Technologies. Retrieved from http://www.mckinsey.com/insights/high_tech_telecoms_internet/ the_social_economy

  • Mehdizadeh, S., (2010). Self-Presentation 2.0: Narcissism and Self-Esteem on Facebook. Cyberpsychology, Behavior, and Social Networking. 13(4): 357-364.

  • Morgan, J. A., (1993). The Evolving Self in Consumer Behaviour: Exploring Possible Selves. Advances in Consumer Research 20.

  • Morris, R., (1979). Conceiving the self. Basic books, New York

  • Mooradian A. T., and Olver, M. J., (1994). Neuroticism, Affect and Postpurchase Processes, in NA Advances in Consumer Research. Volume 21

  • Netemeyer, G. R., Burton, S., and Lichtenstein, D., (1995). Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior. Journal of Consumer Research, 21 (March), 46-60.

  • Parker, J. K., & Boyd, D., (2010). Hanging out with friends: MySpace, Facebook, and other networked publics. In J. K. Parker (Ed.) Teaching tech-savvy kids: Bringing digital media into the classroom, Grades 5–12(pp. 15-36). Thousand Oaks, CA: Corwin Press

  • Philip, R., (2012). The Alliance of Virtue and Vanity in Hume’s Moral Theory. Pacific Philosophical Quarterly, 90(4): 595-614.

  • Sirgy, M. J., and Johar, S. J., (1991). Value Expressive Versus Utilitarian Advertising Appeals: When And Why to Use Which Appeal. Journal of Advertising, 20

  • Raon, S. (2011; March, 10). Women who post lots of photos of themselves on Facebook value appearance, need attention, study finds. Los Angeles Times, Retrieved http:// articles.latimes.com/2011/mar/10/news/la-heb-facebook-vanity-20110310.

  • Shivakumar, G (2013, April, 17) India is set to become the youngest country by 2020. The Hindu. Retrieved from http://www.thehindu.com/news/national/india-is-set-to-become-theyoungestcountry-by-2020/article4624347.ece

  • Stefanone, M., Lackaff, D., and Rosen, D. (2011) Contingencies of Self-Worth and Social-Networking-Site Behavior. Cyberpsychology, Behavior, and Social Networking. 14(1-2): 41-49.

  • Titlow, J. (2015, July, 2). #Me: Instagram Narcissism And The Scourge Of The Selfie. Readwrite. Retrieved from http://readwrite.com/2013/01/31/instagram-selfies-narcissism.


Abstract Views: 769

PDF Views: 0




  • Impact of Social Media on the Vanity Level of Youngsters in India

Abstract Views: 769  |  PDF Views: 0

Authors

Ruchi Tewari
Amrut Mody School of Management, Ahmedabad University, Vikram Sarabhai Marg, Navrangpura, Ahmedabad-380 009, India
Santana Pathak
Centre for Heritage Management, Ahmedabad, India

Abstract


This paper is an attempt to measure the impact of social media on the vanity level of youngsters in India. An experimental research was conducted on a controlled group of 40 participants with an average age of 23 years. Netemeyer 's vanity scale was administered on the participants and their vanity was measured. A month later, the participants in the research were put under controlled conditions for two hours and exposed to social media. They were instructed to log into their social media accounts and instructed to engage into activities like updating their status, uploading new photographs, reading comments and going through the number of likes which had been made on their earlier loaded statuses and photographs. Post two hours, their vanity level was measured. Data was analysed using paired sample t tests as well as confirmatory factor analysis and comparison was made along the factors of Netemeyer 's Vanity Scale pre and post the exposure to social media activity.

References





DOI: https://doi.org/10.15655/mw%2F2015%2Fv6i3%2F77893