How do I measure up (or down)? Exploring the link between social comparison and online self-presentation on LinkedIn

• Main Authors: Rawat, Bhavya, Fones, Lauren Su En, Soh, Mabel Yu Wei, Chan, Vanessa Xinyi
• Other Authors: Edson C. Tandoc Jr.
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/165311
• Institution: Nanyang Technological University

LinkedIn, a professional social networking site, has become an essential tool in helping students build a strong foundation for their careers through online self-presentation. One factor that motivates self-presentation is social comparison, which can drive individuals to increase the extensiveness of their LinkedIn profiles to keep up with or surpass their peers. Situated in Festinger’s theory of social comparison, this study aims to examine the effects of upward and downward comparisons on online self-presentation on LinkedIn. Employing a mixed-methods approach, this two-wave study used a survey with 107 Business School undergraduates, and a content analysis of their LinkedIn profiles to measure profile extensiveness — a form of online self-presentation. Dimensions of profile extensiveness were defined for the study: completeness, elaboration, network, and activity. Hierarchical linear regression revealed that students who engage in downward comparisons are more likely to increase profile extensiveness, while those who engage in upward comparisons are less likely to do so. Moreover, upward comparison had the strongest relationship with profile elaboration, while downward comparison had the strongest relationship with profile completeness. These results provide a deeper understanding of the factors that influence social media profile curation while highlighting the importance of considering the effects of social comparison.