Social media mirage-the two actual selves of an individual: Conceptualization and scale development

Abstract

Social media is the flawless fantasy land of our dreams - we can choose the friends we want from anywhere, present our ideal online persona, and everything we post on social media is flawless. But is perfection actually possible? On the contrary, social media is the ideal place for someone to become so frustrated that they consider taking their own life. Everyone tries to present the ideal version of themselves, but in real life, everyone forgets who they really are. The concept of ‘social media mirage’ (SMM) is elaborated in this paper, a scale is developed and validated to quantify how this mirage emerges through 35 items drawn from behavioral and psychological dimensions. The methodology in the study includes focus group discussion, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The SMM scale is observed as a seven-factor model consisting of Obsession of Comparison and Recognition (OoCR) (F1), Bragging about a Satisfied Life (F2), Self-Esteem (F3), Anxiety of Being Disliked/Rejected (F4), Dominance over Peers/Friends (F5), Mood Regulator (F6), and Social Affirmation (S7). This research is useful for social media managers and decision-makers who wish to assess the impact of social media on the psychological well-being of consumers.