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Activity of Society 5.0 on social media vs self-esteem. Empirical study based on Instagram

Gwiaździński Emilian, Olejniczak Aneta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

211--226

Purpose: The purpose of the article is to attempt to identify the relation between social media activity and self-esteem. Design/methodology/approach: To achieve the purpose of the article, the study was carried out in the form of an online survey technique supported by an online questionnaire, created in the Microsoft Forms environment, on a sample of 300 individuals who possessed the characteristics of representatives of society 5.0. Findings: The conducted study indicated that there is a significant negative correlation of low strength between self-esteem measured by the RSES scale and activity on the Instagram app. In addition, we found that self-esteem depends on gender (men have significantly higher levels of self-esteem than women), while activity on the Instagram app depends on gender (women spend significantly more time on the Instagram app than men) and age. Research limitations/implications: The limitations of the survey conducted are the nonrandom sampling of individuals and the size of the study sample, which make it impossible to relate the results to the general population as a whole. In addition, the study was conducted taking into account only one social network, which was Instagram. This type of study makes it impossible to relate the results to the general population of various sites, or even social media. Future research should focus on taking into account the differences in activity between the available social networks, and should also take into account other determinants that may affect it in some direct or indirect way. Practical implications: The study conducted can be useful for brands communicating with users and promoting their products via social media. Companies can pay attention to the differences in the use of Instagram by young users and, based on this knowledge, create and then publish advertising content on the said platform. Social implications: The results of the study can make social media users - both viewers and creators - aware that showing an ideal life on the Instagram platform, can decrease the selfesteem of the recipients of these messages. Having this kind of information, it is worth considering whether online activity significantly alters behavior and lowers well-being, and whether the actions of creators are carried out in a sustainable manner. Originality/value: While most of the studies covering the topic covered focus on the Facebook platform or social media in general, this article focuses on the Instagram platform.