Participating in online social networks can have a detrimental effect on consumer well-being by lowering self-control among certain users, according to a new study in the Journal of Consumer Research.
“Using online social networks can have a positive effect on self-esteem and well-being. However, these increased feelings of self-worth can have a detrimental effect on behaviour. Because consumers care about the image they present to close friends, social network use enhances self-esteem in users who are focused on close friends while browsing their social network,” authors Keith Wilcox (Columbia University) and Andrew T. Stephen (University of Pittsburgh) wrote.
“This momentary increase in self-esteem leads them to display less self-control after browsing a social network,” they added.