The Impact of Similarity and Self-Esteem on Facebook Behaviors, Perceptions, and Attitudes

From their inception, electronic social networks (ESNs) have held the potential to either (1) expose individuals to a greater diversity of beliefs and interests by removing geographical barriers to communication; or (2) act as “feedback loops” by facilitating relationships and communication among like-minded individuals. In this survey study, the author will examine changes in communication behaviors and perceptions on Facebook from 2013 to 2017. The findings conclude that individuals with lower self-esteem have become less willing to share their views on Facebook, perceive a higher number of negative experiences, and spend less time communicating and more time passively consuming content. The same behavioral changes are found when individuals believe that fewer of their online “friends” have similar beliefs, and when individuals are more prone to “unfriending” others. General comfort in sharing views online is associated with a higher willingness to share views and communicate on Facebook, but also more negative experiences.