THE IMPACT OF SOCIAL COMPARISON ON CONSUMER WELL-BEINGLITERATURE REVIEW

Elbayomy, Dalia Ragaa Mohamed; Metwally, Ayman

doi:10.21608/caf.2023.317362

THE IMPACT OF SOCIAL COMPARISON ON CONSUMER WELL-BEINGLITERATURE REVIEW

المؤلفون

¹ - Business Economic Political Science Faculty The British University in Cairo- El Shrouk City

² - Arab Academy for Maritime Science and Technology

10.21608/caf.2023.317362

المستخلص

The general happiness of customers is influenced by several factors; one of which is envy. Such envy could arise from having a basic need for relatedness, as well as a need to assess judgements and skills. This motivation includes a desire to build one's reputation and lessen ambiguity, which is known as social comparison. Comparisons are divided into upward and downward comparisons. With upward comparisons, one person sees the other as superior on a given metric, whereas downward comparisons are the exact reverse. Researchers have investigated whether using social networking sites actually promotes jealousy and upward social comparison. Yet, it has become evident through studies on how social networking sites affect subjective well-being through upward and downward social comparisons. Considering this, the purpose of this study is to review prior research and determine how social comparison may change customer well-being. This was done by focusing on one’s demonstrating some upward and downward social comparisons. It was observed that upward social comparison does have a favorable impact on the customer's well-being whereas downward social comparison has a negative impact. The study provided some recommendations to decision-makers as well as to upcoming scholars in this subject based on the findings of the prior literature.

الكلمات الرئيسية