Impact of Social Media Usage and Self-Image Congruity on Online Buying Behaviour: A quantitative Study

Abstract

Social media has been become a dominant force which is controlling human behaviour and attitude. Social media is changing the lives of people and allowing them to express their personalities through social network. The aim of this study is to examine how use of social media affect self-image and resultantly shape buying behaviour. Main objectives of the study were to explore the process of construction of self among youth, and to examine the impact of social media on self-image and self-esteem. A correlational study design was chosen to find out the association of above given variables. Data was collected through n=262 respondents from university of Sargodha by using simple random technique while structured questionnaire was data collection tool. After applying Chi-square test findings of the studies show that there is direct association between the active social media usage and the self-image congruity of the respondents, high intensity of social media usage by exploring different luxury brands are making people self-image congruence. It is admired that much the people use social media more they have self-conscious which leading them towards online buying. So, active use of social media making people more self-conscious, and self-image congruence leading them towards conspicuous buying behaviour.