The use of social media: the mediating effect of the number of followers on the relationship between life satisfaction and users’ self-esteem.

Abstract

The utilization of social media has become increasingly prevalent across various generations, serving as a platform for individuals to exhibit personal content that may influence other users. However, there is limited understanding of the impact that the number of followers on social media platforms can have on the relationship between life satisfaction and users’ self-esteem. Objective: The primary aim of this research is to examine the mediating effect of the number of followers on the relationship between life satisfaction and self-esteem among Instagram users. Method: This study included an original sample of 298 participants, as well as two simulated samples of 2980 and 29800 subjects, all of whom were users of the social media platform Instagram and aged between 18 and 40 years. The research utilized three measurement instruments: a sociodemographic questionnaire, the Satisfaction with Life Scale, and the Rosenberg Self-Esteem Scale. Results: The findings revealed that the number of followers serves as a significant mediator in the relationship between life satisfaction and self-esteem across all applied models. Additionally, a positive and significant relationship was observed among all these variables in the three study samples. Conclusion: The number of followers on social media platforms has been shown to impact the self-esteem of users and contribute to a better understanding of the effect of life satisfaction on participants’ self-esteem levels. However, caution is needed regarding the use and content shared, as exposure on social media can have positive and negative impacts on users and influence them. Therefore, the results of this study may contribute to the development of awareness programs about the use of social media, as well as increasing the digital literacy of its users.