Self-Esteem and Identification With One’S Social Media Groups: Two Opposite Paths to Online Social Outcomes

Yuanrui Li, University of California Riverside, USA
Thomas Novak, The George Washington University School of Business, USA
Donna Hoffman, The George Washington University School of Business, USA
Most literature investigating the relationship between social media usage and online social outcomes has focused on self-esteem, a personal identity construct. Much less research has examined the collective aspects of self-esteem. In this study, we find that self-esteem and collective self-esteem affect online social outcomes in independent and opposite ways.
[ to cite ]:
Yuanrui Li, Thomas Novak, and Donna Hoffman (2013) ,"Self-Esteem and Identification With One’S Social Media Groups: Two Opposite Paths to Online Social Outcomes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.