See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/378861700

Social Media and Identity Crisis and Consequent Consumer Behaviour

Article in International Journal of All Research Education & Scientific Methods · March 2024

CITATIONS READS
0 445

2 authors:

Ashif Ansari Deepjyoti Choudhury

Assam University Assam University
1 PUBLICATION 0 CITATIONS 24 PUBLICATIONS 73 CITATIONS

SEE PROFILE SEE PROFILE

All content following this page was uploaded by Deepjyoti Choudhury on 11 March 2024.

The user has requested enhancement of the downloaded file.

 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

Social Media and Identity Crisis and Consequent

Consumer Behaviour
Mr Ashif Ansari1, Dr. Deepjyoti Choudhury2
1
Research Scholar, Department of Business Administration, Assam university
2
Assistant Professor, Department of Business Administration, Assam University

------------------------------------------------------------------****************-----------------------------------------------------------

ABSTRACT

In the digital age, social media has become an integral part of our lives, offering a platform for self-expression and
connection. This paper dives into the connection between consumer decision-making and social media use, with an
emphasis on how social media dynamics affect people's behavior. The study uses a mixed research methodology to
clarify the variables, timing, and mechanisms by which social media affects consumers' decision-making. The study
illuminates how people engage with content on social media platforms before making purchase by drawing on the
body of literature already written about social media dynamics, consumer behaviour, and social media marketing.
This paper also worked critically to prove how social media becomes a tool for addiction that ultimately impacts
social identity building. This paper has also showcased the distinct approaches that can be useful to mitigate the
social media impacts.In order to help businesses navigate the world of social media marketing, this study will offer
strategic insight on how to effectively harness the potential of social media platforms. By grasping the preferences
and behaviors of their target audience through an understanding of consumer behavior in this digital world,
organizations can maximize their effect and optimize their marketing efforts in the competitive digital landscape.

Keywords: Social Media, Identity Formation, Social Identity, Adolescence, information overload, consumer
behavior, impulsive buying

INTRODUCTION

Social media platforms have completely changed the way people communicate by giving people—especially young
people—a place to explore their identities. This independence does not come without difficulties, though, as users struggle
with questions of self-worth, seeking acceptance, and creating online personas(Aguirre, Grewal, Ruyter, & Wetzels,
2015)Thus, young identity crisis has been heightening by social media's omnipresent effect. This study uses a quantitative
research design to explain how social media influences consumer decision-making. Results show that people are using
social media more actively than traditional media outlets to find and filter information. These observations provide
insightful advice for companies stepping into social media marketing, enabling a deeper comprehension of customer
behaviour and the optimisation of marketing tactics in response.

Debatable definitions of social media still exist, especially in light of the way the term is developing within the larger
context of new media. Although there isn't a single, accepted definition, a number of research have emphasised its essential
traits and goals. Social engagement, content distribution, and communication channels are some of the interwoven
components that define social media, according to (Dawn, Robinson, Lynn, & Smith-Lovin, 1999)It functions as an active
information socialisation platform that makes communication easy and allows insightful knowledge to be shared with a
large online audience (Siyao, 2023) highlight social media as a place where people come together to share information,
ideas, and opinions through conversational means, building on the paradigm presented by (Kross, et al., 2013). Crucially,
social media differs from traditional media outlets in that it encourages feedback and active engagement (Matthew,
Thomas, Koenig, Margaret, & Chisolm, 2013)

Fundamentally, social media represents the user-cantered aspect of internet interaction, enabling people to produce, discuss,
modify, and distribute material with previously unheard-of ease. According to (Shah & Asghar, 2023)the democratisation
of material is highlighted by this emphasis on user interaction.Although the exact definition of social media may not always
be clear-cut, its fundamental value is found in its capacity to promote lively communication, content creation, and
engagement among members of virtual communities (Stephen&Galak, 2016). Social media, a disruptive force in the digital

Page | 725
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

environment, is reshaping how people interact with each other and online material, ushering in a new era of user-driven
collaboration and communication.

Identity Crisis
An identity crisis is a term used to describe times when a person's fundamental sense of self is severely unclear or confused.
These turning points elicit introspective questions concerning one's nature, principles, values, and place in the larger
scheme of things. Identity crises can occur at any time in life, although they frequently surface during critical periods such
as adolescence, early adulthood, or major life changes(Arfini, BottaParandera, Gazzaniga, Maggioni, & Tacchino, 2021).
These crises force a person to critically examine their goals, passions, professional path, interpersonal connections, and
overall life purpose. They are caused by a complex interplay of variables that include relationships, societal standards,
cultural heritage, personal experiences, and relational dynamics(Back, et al., 2010).

Identity is the combined sense of who you are, including your values, views, and personal characteristics as well as your
feelings and other intangible aspects. Identity, as opposed to a fixed trait, changes as life changes. Identity creation
underwent a paradigm shift in the twenty-first century with the introduction of social networking platforms. A crucial
question is raised by the contrast between our online and offline selves: are we really the same no matter what form of
interaction we engage in?(Emily, 2018) Digital personas frequently transform into masks, hiding our true selves under the
attraction of social validation.

Aristotle once famously claimed that humans are social animals that depend on interpersonal relationships for survival and
development. Three aspects that make up our sense of who we are are the ideal self, our self-image, and our self-esteem,
according to Carl Rogers(Ana, 2021). This process of self-examination asks questions about our core beliefs, our self-
perception in relation to social roles, and the degree of alignment between our true selves and idealised identities(Doble,
2018).

Harmony between one's ideal and real self is known as congruence, and it promotes contentment and alignment with life's
path(Chen, Wang, Rasool, & Wang, 2022). On the other hand, discrepancy indicates a rift between these domains, leading
to maladjustment and emotional suffering. It takes reflection, acceptance, and conscious alignment with one's actual nature
to close this gap. In the end, overcoming identity crises fosters a deep sense of self-awareness, fortitude, and the quest for
authenticity across life's winding path(Chowdry, 2018).

LITERATURE REVIEW

In the ever-expanding digital world of today, new media platforms are essential instruments for developing human
relationships and defining personal identities. These platforms encourage social interaction and personal development by
offering an open forum for individual expression and discussion of current problems (American Psychological Association,
2011). But in addition to these advantages, difficulties have also surfaced as people figure out how to define themselves in
the immense sea of digital information.

Facebook and Instagram are two well-known platforms that perfectly capture the omnipresent impact of digital media on
the construction of identity. This paper seeks to investigate the relationship between the rise in digital media usage and the
development of identity crises in some people (Chen & Lee, 2013). Concrete solutions to these problems will be suggested
after a close analysis of these case studies.

New media channels are becoming more and more important in the process of constructing one's identity as they continue
to pervade both the public and private worlds. Social media sites like Facebook and Instagram allow users to interact with
one another, get immediate feedback, and discover other people's visual stories. These features help users become more
self-aware and thoughtful (White & Dahl, 2007).

Self-awareness is developed via active use of social media platforms and is essential to how one views and assesses
themselves(Back, et al., 2010). Users can exchange ideas and have conversations thanks to Facebook's and Instagram's
interactive features, which help people gain a better grasp of their psychological inclinations and personality traits. Sites
like Facebook and Instagram act as catalysts for identity construction and self-discovery as people traverse the complex
world of digital media (Alessandro, 2023)). Through the use of these platforms' distinctive attributes, people can develop a
more sophisticated self-awareness, which in turn aids in the formation of a coherent sense of self. But in addition to all of
its advantages, social media's expansion has also presented serious psychological difficulties. The World Health
Organisation draws attention to the startlingly high rate of mental health disorders among kids and teenagers around the

Page | 726
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

world, with estimates ranging from 10 to 20 percent. Sadly, over 75% of these problems are discovered by the time a
person is 18 years old, with half first appearing at the age of 14(Amichai & Y & Vinitzky, 2010). Social media addiction
has become a significant issue, marked by obsessive and excessive use that interferes with people's capacity to successfully
manage their time(Chancellor & De Choudhury, 2020). Similar to internet addiction, this addiction can have a severe hold
on a person's life and jeopardise their general wellbeing.

Social media has irreversibly changed many facets of daily life, including consumer decision-making processes and
political impact, despite these negative effects on mental health. It has changed the way that consumers and marketers
communicate with one another and opened up new channels for connection and engagement(Davis, 2016). Therefore,
social media is a potent instrument that influences not only individual actions but also larger social dynamics.

In a world where we believe we know intimate details of others' lives based on their social media profiles; our sense of self
is often shaped in response to these portrayals. The process of identity formation has been uniquely impacted by the
introduction of social media. In the age of connective digital technologies, the internet culture and informatics have
significantly provided a rapid generation of information from all sources. That leads to over-exposure as well as input
abundance of data and information (Ellison, Steinfield, & Lampe, 2007). In current time the identity crisis can be witnessed
among adolescents and being too active on different social media platforms have become one of the main reasons behind
this. Looking at the current structure of society, it can be seen that smartphones have been the most integral part of their
lives(Facebook, Statistics, 2021). Due to that, they have easy access to different social media platforms and the tendency to
be on trend or to get so much attention from the people adolescents’ teenagers as well and other people equally increases
the tendency to put excessive information on the internet. This is known as information overload which can be described as
the feeling experienced by the information which is available in different online portals especially when it is conflicting,
negative and sensationalised (Gürel, E, & Tığlı, 2014).

Identity crises in the context of social media have a significant psychological impact on consumer behaviour (Gürel, E, &
Tığlı, 2014). The concerns people have about their own identities are made worse by the continual exposure to well curated
photos and lifestyles on social media sites like Facebook, Instagram, and Twitter. When users contrast their life with the
supposedly flawless representations of others, they frequently struggle with feelings of inadequacy or self-doubt. People
who are experiencing internal turmoil tend to have an obsessive desire for validation and approval, which can result in
conspicuous consumerism or compulsive buying behaviours(Heatherton & Polivy, 1991). People try to fill the gap left by
their broken sense of self by accumulating material goods or adopting the lives of influencers, and they also try to present a
desired image to their online audience.

Social media users frequently feel inadequate or alienated from their own identities as a result of the carefully chosen
photos of apparently perfect lifestyles that are posted there (Global, 2021). People who are dissatisfied tend to turn to
material items or momentary experiences for comfort, which feeds a vicious cycle of consumerism motivated by the need
for approval from others. These feelings of inadequacy are further exacerbated by the pressure to live up to society's
expectations of happiness and success, which drives people to act in ways that are more in line with accepted norms than
with their true selves (Jimmy, 2013). As a result, customer behavior turns into a battlefield where people try to balance their
internal conflicts with the exterior standards that society and social media have placed on them. In an era characterized by
continual connectivity and comparison, it is critical to comprehend the complicated interactions between identity crises and
consumer behaviour in order to navigate the digital terrain and promote holistic well-being (Jimmy, 2013).

Individuals are more likely to post on social media when they are feeling anxious, low, or conflicted. The reception of these
posts can either alleviate or exacerbate emotional states, highlighting the complex interplay between our digital and
emotional lives. Researchers have strategically put forward that the concept of emotion in the digital age works towards
examining how emotion can be understood, experienced as well and researched (Alessandro, 2023).

According to Oxford University professor Baroness Greenfield, the emergence of social media platforms has led to a
culture of self-obsession, especially in the younger population. These social media sites—like Facebook and Twitter—have
produced a culture in which people are constantly looking for validation and input on their life, much like young children
begging for their parents' attention(Times, 2011) . Because of their constant need for approval, many users have
meticulously curated their online personas, showing only the times they believe to be "Facebook-worthy." However, as
people try to balance their digital and real identities, this self-filtering can worsen feelings of inadequacy and prolong an
identity crisis(Kalpidou, Costin, & Morris, 2011). Prominent literacy expert Sue Palmer shares similar worries, highlighting
how social media negatively impacts young women's sense of self. Palmer draws attention to the way in which these people
view themselves as commodities to be advertised on websites such as Facebook, and how they are continuously looking for

Page | 727
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

outside validation to prove their value (Times, 2011). Their autonomy is undermined by this unrelenting quest for online
acclaim, which also exacerbates the identity crises that social media is feeding(Lamberton & Stephen, 2016).

The above literature leads to the following research question that need to be deeply investigated from further literature
review.

RQ1: Does prolonged use of social media leads to identity crisis on individuals?
RQ2: Does identity crisis play a psychological role in manipulating consumer behaviour?

Research gap
With a special emphasis on websites like Facebook, Instagram, and other social media, this study thoroughly examines the
effects of social media on society. Concerns have been raised by experts about the rise of a generation that uses these
platforms to satisfy their insatiable need for affirmation, short attention spans, and self-obsession(Chancellor & De
Choudhury, 2020).

Experts in literacy share these worries, focusing especially on the harm to younger users who might see themselves as
commodities to be advertised on websites like Facebook. they contendthat people's sense of autonomy and self-worth might
be undermined by the quest of online validation(Lamberton & Stephen, 2016).

The conversation also explores how social media affects consumer behaviour, concentrating on the growth of internet
shopping and how it affects consumption habits. Individuals' purchase decisions are greatly influenced by social influences
from friends, family, and the media(Marija, et al., 2011). Research suggests that social network representation can have an
impact on choices about responsible consumption and production.

Overuse of social media has been associated with compulsive purchase behaviours, particularly in people with low self-
esteem or fractured identities. Conspicuous consumption is a phenomenon in which people seek status and validation
through material things(Dawn, Robinson, Lynn, & Smith-Lovin, 1999). It is exacerbated by social comparisons and the
search of status symbols on social media sites like Facebook.

There are numerous directions that future study might go in order to comprehend how social media, identity formation, and
consumer behaviour are related. Examining the psychological effects of social comparison and validation-seeking
behaviours online, analysing the influence of social media on consumer preferences, addressing the psychological
ramifications of excessive social media use, and taking into account cultural and socioeconomic factors in influencing
people's consumer behavior is the key research questions (Nielsen, et al., 2019).

Objective of the Study

 To identify from literature how social media creates identity crisis among users.
 To identify how the identity crisis emerging out of social media affects consumer behaviour.

RESEARCH METHODOLOGY

The methodology involved in this study is a narrative literature review, because theoretical discussions of many studies are
being collectively undertaken to establish a meaningful link among them, for the purpose of fulfilling the prime objective of
this paper. This study made an attempt to search and review the most relevant literature from online databases such as
Google Scholar, articles, news reports, book chapters, etc. The articles are then chosen by a methodical screening procedure
that follows preset criteria; first, the inclusion or exclusion of titles and abstracts is determined. After then, a comprehensive
review is conducted on the chosen papers, looking through their whole content to find the most relevant material related to
the goals of the study. Establishing significant connections between the chosen studies, drawing conclusions, seeing trends,
and successfully completing the study objectives are the goals. Strict quality controls are incorporated into the technique to
guarantee the legitimacy and dependability of the literature chosen for examination. The narrative literature review's
conclusions are finally presented, offering a cogent synthesis of the literature and its implications for the study's goals.

Findings from Literature Review

RQ1:Prolonged use of social media leads to identity crisis on individuals:
People in the digital age are sharing more and more of their emotions on social media due to internal conflict, anxiety, and
depressed moods(Orenstein & Lewis, 2022). The way in which these posts are received can have a positive or negative

Page | 728
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

impact on emotional states, indicating the complex interplay between digital involvement and emotional health. Given the
pervasive practices of digitization and datafication, researchers stress the importance of comprehending and researching
emotions in the digital age. Social media sites that facilitate expression and connection, such as Facebook, Instagram,
Snapchat, YouTube, and others, are important for emotional sharing (Chen, Van, W., & Leman).

One of Facebook's most distinctive features is the option for users to make their personal profiles publicly visible. This
allows friends and acquaintances to examine and comment on the profiles, which can impact the user's perception of their
personal life (Pavithra, et al., 2017). These kinds of comments have a significant effect on people's self-esteem. Some
people have constant self-esteem, but others have swings that match daily events and patterns (De Fina, 2016).

Positive feedback can greatly boost self-esteem, while negative feedback frequently damages it (Rachel & Papadima,
2023).But there are worries about how using social networking sites, especially Facebook, may affect mental health. While
these platforms can be consoling and help users feel better about themselves, they can also encourage social comparisons,
cyberbullying, and other unpleasant emotional experiences that can lower users' wellbeing and even cause depression.
Social media continues to be an essential instrument for self-expression and social interaction in spite of these difficulties,
underscoring the necessity of a balanced approach to digital participation and mental health (Elsayed, 2021).

Prolonged use of Facebook has been associated with decreased wellbeing and depression (Siamak, et al., 2022). Ironically,
despite the fact that people frequently use Facebook to reduce their feelings of loneliness, excessive use can have a negative
impact on life satisfaction (Facebook, statistics, 2012). Furthermore, frequent users frequently believe that others have
happier and more successful lifestyles than they do, which exacerbates depressive and inadequacy sentiments (Tara, 2017).
Beyond psychological anguish, social networking sites also have negative consequences on cyberbullying, which has
increased due to the ease with which rumours may be disseminated and inappropriate content can be uploaded without
permission (V, Ferdous, Azam, Jacquline, & Tham, 2023). Cyberbullying frequently results in anxiety, despair, and low
self-esteem (Pantic, 2014). Although some scholars credit the internet as a whole rather than social networking sites in
particular for these effects research indicates that people with low self-esteem may benefit more from Facebook and build
up more social capital than people with higher self-esteem (Wang, 2011).

According to Oxford University professor Baroness Greenfield, the emergence of social media platforms has led to a
culture of self-obsession, especially in the younger population. These social media sites—like Facebook and Twitter—have
produced a culture in which people are constantly looking for validation and input on their life, much like young children
begging for their parents' attention(Times, 2011) . Because of their constant need for approval, many users have
meticulously curated their online personas, showing only the times they believe to be "Facebook-worthy." However, as
people try to balance their digital and real identities, this self-filtering can worsen feelings of inadequacy and prolong an
identity crisis.Prominent literacy expert Sue Palmer shares similar worries, highlighting how social media negatively
impacts young women's sense of self(Bahrah & Fachira, 2021). Palmer draws attention to the way in which these people
view themselves as commodities to be advertised on websites such as Facebook, and how they are continuously looking for
outside validation to prove their value (Times, 2011). Their autonomy is undermined by this unrelenting quest for online
acclaim, which also exacerbates the identity crises that social media is feeding.

Table: 1: Social media usage creating identity crisis

Table1: Social media usage creating identity crisis

Authors Cause Author Effect Remark
(Chancellor & De Social media posts (Boyd & Ellision, The way in which Social media is
Choudhury, from platforms like 2007), (Matthew, social media posts used for
2020)Alessandro&Hering. Facebook, Thomas, Koenig, are received can conveying
(2023),(Wongkoblap, Instagram, Margaret, & Chisolm, impact on emotions risks
Vadillo, & Curcin, Snapchat, and 2013)(Richard, emotional health, emotional
2017),(Xing-Ming, 2023), YouTube are crucial 2018), (Dawn, leading to identity health, leading
, (Steffen, et al., 2022) for conveying Robinson, Lynn, & crisis scenario. to identity crisis
emotions. Smith-Lovin, situations.
1999)(Murray, 2001)
(Microsoft, Social media usage (Siamak, et al., 2022), Cyber bulling and Thus social
2023)(Muhammad, sometimes leads to (Emily, unpleasant media use may
Naseem, Anwar, Qaiser, cyberbullying, and 2018)(Alessandro, experiences lead to lead to identity
& Iqbal, 2023)(Tara, unpleasant 2023) identity crisis. crisis.

Page | 729
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

2017) experiences and (Richard, 2018)

(Emily, 2018) social comparison
(Microsoft, 2023), (Tara, Social media is an (Chou. & Edge, mental and The adverse
2017) essential medium 2012), (Siyao, emotional hazards effect in mental
(Emily, for self-expression , 2023)(Kehbuma, such as negative wellbeing, use
2018)(Alessandro, 2023) however such social 2016) comments and of social media
(Zhang, Trusov, Stephen, interaction (Matthew, et al., misinformation on will raise
& Jamal, 2017), sometimes leads to 2013) social media may questions about
(Chowdry, 2018) mental and lead to identity any users
emotional hazards. crisis identity.
(Elsayed, 2021), (Tara, The way in which (Times, 2011), These social media Thus social
2017) social media posts (Rachel & Papadima, siteshave produced media post that
(Emily, are received can 2023)(Julie, 2010) a culture in which positively or
2018)(Alessandro, 2023) have a positive or people are negatively
(Richard, 2018)(Dawn, negative impact on constantly looking impacting a
Robinson, Lynn, & emotional states, for validation, person’s
Smith-Lovin, 1999) indicating the which disturbs a emotional state
complex interplay person’s emotional leads to identity
between digital health which leads crisis.
involvement and them to question
emotional health. their identities.
(Elsayed, 2021), (Rohi, Given the persistent practices of digitization and datafication, This clearly
2022), (Ana, 2021) researchers stress the importance of comprehending and keeps us
researching emotions in the digital age. , which leads us to questioning
compare everything about ourselves and simultaneously make about our own
changes in our identity. identity
continuously.
(Amichai & Y & Social networking site use, especially on Facebook, has sparked Making us
Vinitzky, 2010), (Brian, worries about how it may affect mental health which eventually believe that we
Labow, Omar, Yusef, & leads us to question our own identities over digital and social might not be the
Kudsi, 2022)(William, spaces. best version of
2022) ourselves and
must keep on
looking for
validations, this
is a form of
questioning our
identity.

RQ2: Identity crisis plays a psychological role in manipulating consumer behaviour:

Professor Baroness Greenfield, a renowned pharmacologist at Oxford University, has expressed serious worries about the
enormous influence that social media giants like Facebook and Instagram have over today's adolescents (Xing-Ming, 2023).
"I am not who you think I am; I am not who I think I am; I am who I think you think I am," sociologist Charles Horton
Cooley once said. This feeling makes us consider who we are in the midst of all the new clothes and technology(Chen, Van,
W., & Leman). According to Greenfield, many users painstakingly create their online personas in an attempt to resemble
"mini-celebrity" status, much like children begging for attention. They strive very hard to appear cool online, as if they
were famous, especially when they sell things to other children without having a solid knowledge of money(Zhang, Trusov,
Stephen, & Jamal, 2017). Baroness Greenfield thinks it's dangerous to rely on other people's approval, particularly when it
comes to flaunting the newest technology, cosmetics, fashionable clothing, or upscale locations they’ve visited.Though
websites have millions of subscribers.Sue Palmer, a literacy specialist, has similar concerns, particularly for young women
who may feel like merchandise to be flaunted(Dawn, Robinson, Lynn, & Smith-Lovin, 1999). She fears that by attempting
to gain likes from other users on social media, people may lose their sense of autonomy and value. It's a fact that most
individuals purchase products because their friends rave about them on social media(Škoda, Luić, & Brlek, 2020). The
items we purchase now represent more than simply our class and emotions(Almeshal & Almawash, 2023). Our desire to
buy has increased due to the internet and social media. Our online behaviour and the things we purchase are related. To

Page | 730
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

blend in with other groups is a common desire, and social media allows us to present our ideal self to the world(Marija, et
al., 2011).

Social media posts and shares have an impact on the products we purchase. We don't want to see too many of the same
restaurants or outfits in Instagram postings(Wongkoblap, Vadillo, & Curcin, 2017). The way we purchase goods and form
friendships has been altered by social media(Times, 2011). Without uttering a word, items like T-shirts or phone cases
featuring our favourite shows or bands make us feel connected.

Social networking is about more than just shopping; it's also about showcasing our interests and identities(Stephen &
Galak, 2012). We display our happiness, youth, and prosperity through our brands. Certain things even give us the
appearance of caring about significant concerns. We can assist ourselves construct an image of ourselves that we want other
people to view by sharing, posting, and commenting on social media(Rohi, 2022).Social networking has altered our daily
routines. We don't merely visit a restaurant; we also post images of ourselves and our food on social media and let everyone
know where we are. Some even feel compelled to leave our digital imprint wherever they go(Nielsen, et al., 2019). A
certain lifestyle is flaunted on Instagram, and celebrities are compensated to advise us what to buy. Individuals who follow
them frequently believe that in order to blend in or feel good about themselves, they must also purchase the same items
flaunted or recommended by them.

The rise of "Instagram Influencers" has completely changed consumer behaviour, as followers ofthese accounts aim to
imitate their encouraged lives(Lund, Cohen, & Scarles, 2018).It might notseem like a huge issue to spend a few extra bucks
to look nice on social media, but it can. Wefeel as though we need stuff we don't truly need because of social media. Seeing
other peoplebuy things may make us desire to buy them as well. This may result in excessive expenditure,particularly
among impressionable youth(Kross, et al., 2013).Our friends also have an influence on us, not only Instagram celebrities.
When they flaunt themselves on social media, we may feel obligated to follow suit. Thus, although attempting to blend in
on social media may make us feel good, it can also lead to overspending and a lack of reflection on our true
needs(Festinger, 1954). Consumer culture depends on making it difficult to distinguish between necessities, wants, and
must-haves(Emily, 2018).

Table 2: Identity crisis manipulating consumer behavior

Table 2: Identity crisis manipulating consumer behavior

Author Cause Author Effect Remark
(Bail, et al., 2018), Social media (Ranju, 2022), Social media influence Hence it can be stated that
(Siyao, 2023) (Jimmy, influencesidentity (Ming-Yang, leads to persuaded identity crisis influenced
2013) (Matthew, et al., crisis. 2023)(Arif, purchaser behavior. by social media,
2013) 2023), (Fajar, influences purchasing
Fakhrur, Fiqri, decisions.
Mas, & Oetarjo,
2023)
(Lund, Cohen, & Peer Pressure leads (Nielsen, et al., Peer pressure Thus identity crisis
Scarles, 2018), to identity crisis 2019), (Doble, influences consumer influences consumer
(Pavithra, et al., 2018), (Almeshal behavior behavior.
2017)(2017),(Menegaa, & Almawash,
et al., 2022),(Marija, et 2023) (Yunhui,
al., 2011) Lei, & Junqi,
2012)
(Kehbuma, 2016) Desire to be (Arthur, et al., Desire to be accepted Thus identity crisis
(Back, et al., 2010) accepted over social 2022),(Ming- over social media caused by materialistic
(Matthew, et al., 2013) media has deep Yang, leads to excessive desires for seeking
connection with 2023),(Wang, consumption behavior. approval over social
identity crisis. 2011), (Matthew, media mostly leads to
et al., 2013) excessive consumption
behavior.
(Menegaa, et al., Comparing oneself (Kehbuma, 2016), Comparing oneself to Therefore it can be stated
2022), (Almeshal & to others on social (Wang, 2011). others has a deep that identity crisis caused
Almawash, 2023), media leads to connection to by self comparison on
(Pavithra, et al., 2017) identity crisis consumer behavior. social media leads to

Page | 731
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

formation. manipulative consumer

behavior.
(Davis, 2016), (Jimmy, Marketing (Elsayed, 2021), Marketing strategies Hence it can be said that
2013), (Siyao, 2023) strategies of (Chen, Wang, can provoke impulsive identity crisis caused by
companies can at Rasool, & Wang, purchase decision. marketing strategies lead
times question 2022)(Bahrah & to impulsive purchases
individuals identity. Fachira, 2021) behavior.

(Corvite, B., & Insufficient (Arif, 2023), Insufficient Financial Therefore identity crisis
Haimson, Financial (Bail, et al., Knowledge can cause caused by insufficient
2022)(Zhang, Trusov, Knowledge is also a 2018), (Kehbuma, unchecked financial knowledge leads
Stephen, & Jamal, part of identity 2016). consumption patterns to misleading
2017) crisis. consumption patterns.

CONCLUSION

The researcher examined a number of aspects of the digital age in this extensive study, paying special attention to the
significant effects of social media on people and society. We've discovered the intricate dynamics of online behaviour, from
the promotion of a culture of self-obsession to the aggravation of mental health conditions and compulsive shopping
inclinations, thanks to the findings of renowned researchers and specialists.

This conversation has brought to light the ubiquitous impact of social media on consumer behaviour as well as personal
identities. We have examined how social media sites like Facebook and Twitter foster a culture of self-obsession through
the eyes of renowned scholars and specialists, which frequently results in identity problems among users, especially the
younger generation. This identity crisis profoundly affects people's opinions of their own value and has an impact on their
purchasing decisions. It is fuelled by the continual need for approval and comparison with others.

Researchers looked at the phenomena of prominent consumerism, which is made easier by social media and involves
people using their online displays of material goods to gain status and acceptance. This trend drives compulsive buying
inclinations and sustains social pressures, which have significant effects on consumer behaviour.

It's clear from considering social media's many effects that it's critical to encourage mindfulness and digital literacy. We can
traverse the digital terrain with more awareness and resilience if we enable people to critically assess their online
interactions and purchase decisions. Ultimately, the key to maximising social media's transformative potential and
minimising its negative effects on people's well-being and societal values is to promote an environment that values
reflection and empathy.

Limitations of the study

Like all research, this study is not without limitations that need to be identified and addressed in future studies. the
discussion's parameters might not adequately encompass the nuances and complexity of each person's unique experiences
with social media and consumer behaviour. Moreover, the rapid evolution of social media platforms and digital
technologies may render some findings to be outdated or incomplete. Further empirical research incorporating diverse
methodologies and participant demographics is necessary to provide a comprehensive understanding of the topic.

BIBLIOGRAPHY

[1]. Aguirre, M. E., Grewal, D., Ruyter, K. D., &Wetzels, M. (2015). Unraveling the personalization paradox: The effect
of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing,
91(1), 34-59.
[2]. Alessandro, H. (2023). Social media and emotion.
[3]. Almeshal, S. A., &Almawash, M. M. (2023). Peer and Parent Influence on Consumer Behavior Buying Peer and
Parent Influence on Consumer Behavior Buying: An Empirical Study among Saudi Female Consumers. British
journal of management and marketing studies.
[4]. American Psychological Association. (2011). American Psychological Association. Retrieved from American
Psychological Association.
[5]. Amichai, H., & Y &Vinitzky, G. (2010). Social network use and personality. COmputers in Human Behaviour, 26,
1289-1295.

Page | 732
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

[6]. Ana, B. (2021). Rethinking digital identity for post-COVID-19 societies: Data privacy and human rights
considerations.
[7]. Arfini, S., BottaParandera, L., Gazzaniga, C., Maggioni, N., &Tacchino, A. (2021). Online identity crisis identity
issues in online communities. Mind and Machines, 31, 193-212.
[8]. Arif, H. (2023). The influence of social media on consumer purchasing decisions. at udassyarif pp.
salafiyahsyafi'iyahsukorejositubondo. Lisan al-hal.
[9]. Arthur, D., Soto-Vásquez, Kyle, Moody, A, A, . . . Shi. (2022). Consumption, identity and surveillance during
COVID-19 as a crisis of pleasure. Consumption Markets & Culture.
[10]. Back, M., Stopfer, J., Vazire, S., Gaddis, S., Schmukle, S., Egloff, B., & Gosling, S. (2010). Facebook profiles
reflect actual personality, not self-idealization. Psychological Science, 23(1), 372-374.
[11]. Bahrah, E. N., &Fachira, I. (2021). The Influence of E-Commerce Marketing on Impulsive Buying Behaviour.
Advanced International Journal of Business, Entrepreneurship and SMEs., 3(9), 349-361.
[12]. Bail, ,. C., Argyle, L. P., Brown, ,. T., Bumpus, ,. J., Chem, ,. H., M., F., . . . A. (2018). Exposure to opposing views
on social media can increase political polarization. Proceedings of the National Academy of science., 9216-9221.
[13]. Baker, D. A., &Algorta, G. P. (2016). The relationship between online social networking and depression: A
systematic review of quantitative studies. Cyberpsychology, Behaviour and Social Networking., 19(11), 638-648.
[14]. Boyd, D. M., &Ellision, N. B. (2007). Social Network Sites: Defination, history, and Scholarship. Journal of
Computer-Mediated Communication, 13, 210-230.
[15]. Braghieri, L., Levy, R. E., &Marakin, A. (2022). Social Media and mental health. Retrieved March 5, 2024, from
American Economic Review: http://hdl.handle.net/10419/260853
[16]. Branden, N. (2001). The psychology of self-esteem. 1(110).
[17]. Brian, I., Labow, Omar, Yusef, &Kudsi. (2022). Identity crisis and social dissociation in control societies.
Filosofiâikulʹtura.
[18]. Chancellor, S., & De Choudhury, M. (2020). Methods in predictive techniques for mental health status on social
media: a critical review. NPJ digital medicine, 3(1).
[19]. Chen, B., Wang, L., Rasool, H., & Wang, J. (2022). Research on the impact of marketing strategy on consumers’
impulsive purchase behavior in livestreaming. e-commerce. Frontiers in psychology, 13(905531.).
[20]. Chen, S., Van, T., W., A., & Leman, P. J. (n.d.). Self-objectification in women predicts approval motivation in
online self-presentation. British Journal of Social Psychology, 61(1), 366-388.
[21]. Chen, W., & Lee, K. (2013). Sharing, liking, commenting and distressed? The pathway between Facebook
interaction and psychological distress. Cyber psychology Behaviour and Social Networking, 16(10), 728-734.
[22]. Chou., H.-T. G., & Edge, ,. N. (2012). "They are happier and having better lives than I am": The impact of usinf
Facebook on perceptions of others lives. Cyberpsychology, Behaviour and Social networking, 15, 177-121.
[23]. Chowdry, A. (2018). Facebook launches ads in marketplace. Retrieved from https://tinyurl.com/y8kf5g4t
[24]. Corvite, ,. S., B., Z., &Haimson, O. L. (2022). Social medias role during identity changes related to major life events.
Proceedings of the ACM on Human-Computer Interaction, (pp. 1-22).
[25]. Corvite, ,. S., B., Z., &Haimson, O. L. (2022). Social medias role during identity changes related to major life events.
Proceedings of the ACM on Human-Computer Interaction, (pp. 1-22). Retrieved 3 5, 2024, from ACM on human-
computer interactions: https://doi.org/10.1145/3555219
[26]. Dalomba, F. ((2022)). Pros and Cons of social media. Retrieved from https://www.lifespan.org:
https://www.lifespan.org/lifespan-living/social-media-good-bad-and-ugly
[27]. Davis, J. L. (2016). Identity theory in a digital age. Retrieved 3 5, 2024, from New direction in identity theory
andresearch: https://perpus.univpancasila.ac.id/repository/EBUPT180356.pdf#page=148
[28]. Dawn, T., Robinson, Lynn, & Smith-Lovin. (1999). Emotion Display as a Strategy for Identity
Negotiation.Motivation and Emotion,.
[29]. De Fina, A. (2016). Storytelling ans audience reactions in social media. Language in Society, 45(4), 473-498.
[30]. Doble, ,. K. (2018). Social Medias influence on adolescent identity. Retrieved 3 5, 2024, from
https://digitalcommons.lesley.edu/cgi/viewcontent.cgi?article=1054&context=community_of_scholars
[31]. Ellison, N., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook ―friends:‖ social capital and college
students. Journal of computer mediated communication, 1143-1168. Retrieved from Journal of computer-mediated
communication.
[32]. Elsayed, w. (2021). The negative effects of social media on the social identity of adolescents from the perspective of
social work. Retrieved from Helion: https://www.sciencedirect.com/science/article/pii/S2405844021004321
[33]. Emily, W. (2018). The social media see-saw: Positive and negative influences on adolescents affective well-being.
New Media & Society.
[34]. Facebook. (2012). statistics. Retrieved from facebook.com
[35]. Facebook. (2021). Retrieved from Statistics: facebook.com

Page | 733
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

[36]. Fajar, Fakhrur, Fiqri, Mas, &Oetarjo. (2023). The Influence of Social Media, Brand Image and Price on Purchase
Decisions on Crypto Asset Exchange Platform Applications. Academia Open.
[37]. Feinstein, B. A., Hershenberg, R., Bhatia, V., Latack, J. A., Meuwly, N., & Davila, J. (2013). Negative social
comparison on Facebook and depressive symptoms: Rumination as a mechanism. Psychology of Popular Media
Culture, 2, 161–170.
[38]. Festinger, L. (1954). A theory of social comparison processes. Human Relations. 7, 117–140. Retrieved from
http://www2.psych.ubc.ca/~schaller/528Readings/Festinger1954.pdf
[39]. Global, I. (2021). What is an online persona? Retrieved from https://www.igi-global.com/dictionary/pitch-this/78799
[40]. Gürel, E. M., E, T., &Tığlı, Ö. (2014). New world created by social media: Transmedia storytelling. Journal of
Media Critiques, 35-65.
[41]. Heatherton, T. F., &Polivy, J. (1991). Development and validation of a scale for measuring self esteem. ournal of
Personality and Social Psychology, 60, 895–910.
[42]. Ivcevic, Z., &Ambady, N. (2012). Personality impressions from identity claims on Facebook. Psychology of Popular
Media Culture(1), 38–45.
[43]. Jimmy, S. (2013). From Loving the Hero to Despising the Villain: Sports Fans, Facebook, and Social Identity
Threats. . Mass Communication and Society.
[44]. Julie, M. (2010). Emotion in crisis: primary and secondary mental health contexts. Journal of Social Work Practice.
[45]. Kalpidou, M., Costin, D., & Morris, J. (2011). The relationship between Facebook and the well-being of
undergraduate college.
[46]. Kehbuma, L. (2016). Cyberculture and Identity
[47]. Kross, E., Verduyn, P., Demiralp, E., Park, J., Lee, D. S., Lin, N., . . . Ybarra, O. (2013). Facebook use predicts
declines in subjective well-being in young adults. 8(8).
[48]. Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobilemarketing
research's evolution from 2000 to 2015 and an agenda for future research. Journal of Marketing, 80(6), 146–172.
[49]. Langmia, K. (2016). Cyberculture and Identity.
[50]. Lund, N. F., Cohen, S. A., &Scarles, C. (2018). The power of social media storytelling in destination branding.
Journal of destination marketing & management, 8, 271-280.
[51]. Marija, Lebedina, Manzoni, Martina, Lotar, Neven, &Ricijaš. (2011). Peer Pressure in Adolescence.
[52]. Matthew, D., Thomas, W., Koenig, Margaret, S., & Chisolm. (2013). Social Media and Physicians’ Online Identity
Crisis. JAMA.
[53]. Matthew, DeCamp, Thomas, W, Koenig, Margaret, . . . Chisolm. (2013). Social Media and Physicians’ Online
Identity Crisis. JAMA
[54]. Matthew, DeCamp, Thomas, W., Koenig, Margaret, S., & Chisolm. (2013). Social Media and Physicians’ Online
Identity Crisis. JAMA.
[55]. McMahon, R., Nazarova, N., & Robinson, L. (2023). Expanding the Boundaries of Digital Inclusion: Perspectives
From Network Peripheries and Non‐Adopters. Social Inclusion, 220-224.
[56]. Menegaa, Paraman, Rosila, Bee, Mohd, & Hussain. (2022). Peer’s pressure effects: secondary school student’s
dropout behaviour and young offenders.
[57]. Microsoft. (2023). the-dangers-of-oversharing. Retrieved from https://support.microsoft.com/en-au/topic/the-
dangers-of-oversharing-79330a32-4ee1-433a-812e-fe4bb3d34511
[58]. Ming-Yang, M. (2023). New Media and Consumers' Behavior: Impacts and Mechanism. Highlights in Business,
Economics and Management
[59]. Muhammad, Naseem, Anwar, Qaiser, & Iqbal. (2023). Social Media Impact on Human Behaviour. Global
sociological review
[60]. Murray, R. (2001). The Crisis of Identity.
[61]. Nielsen, L., Salminen, J., Jansen, B. J., An, J., Kwak, H., & Jung, S. G. (2019). Automatic persona generation for
online content creators: Conceptual rationale and a research agenda. Personas User focused design, 135-160.
[62]. Orenstein, G. A., & Lewis, L. (2022). Eriksons stages of psychosocial development. Retrieved from
https://www.ncbi.nlm.nih.gov/books/NBK556096/
[63]. Pavithra, Ramesh, Vinay, C., Patil, Sandip, & Kundu. (2017). Peer pressure on identity: On requirements for
disambiguating PUFs in noisy environment.
[64]. Rachel, Acheson, Maria, &Papadima. (2023). The search for identity: working therapeutically with adolescents in
crisis. Journal of Child Psychotherapy.
[65]. Ranju, N. (2022). Social Media and Consumerism: A Study of Meerut District. International journal.
[66]. Richard, R. (2018). Identity, alterity and social media. Journal of Dharma,.
[67]. Rohi, R. (2022). The Impact of Digital World on Our Identity. The Creative launcher

Page | 734
 International Journal of All Research Education and Scientific Methods (IJARESM),
ISSN: 2455-6211, Volume 12, Issue 3, March-2024, Available online at: www.ijaresm.com

[68]. Shah, S. S., & Asghar, Z. (2023). Dynamics of social influence on consumption choices : A social network
representation. Helion, 9(6).
[69]. Siamak, S., Colin, H., Hill, Vo-Thanh, Mustafeed, & Zaman. (2022). How does digital media engagement influence
sustainability-driven political consumerism among Gen Z tourists?. Journal of Sustainable Tourism.
[70]. Siyao, C. (2023). The Influence of Social Media Platforms on Self-Identity In the New Media Environment: The
Case of TikTok and Instagram. SHS web of conferences.
[71]. Škoda, J., Luić, L., & Brlek, E. (2020). Informational aspects of digital literacy. Retrieved from EDULEARN20
Proceedings: 10.21125/edulearn.2020.1064
[72]. Steffen, Steinert, Lavinia, Marin, Sabine, &Roeser. (2022). Feeling and thinking on social media: emotions, affective
scaffolding, and critical thinking. Inquiry: An Interdisciplinary Journal of Philosophy
[73]. Stephen, A. T., &Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a
microlending marketplace. Journal of Marketing Research, 49(5), 624–639.
[74]. Tara, H. (2017). Social Media Can Hold Unpleasant Surprises. Civil Engineering
[75]. Times, T. E. (2011, july 30). TodaysEpaper, tech. Retrieved february 15, 2023, from The Economic Times:
https://economictimes.indiatimes.com/tech/internet/social-networking-sites-leading-to-identity-
crisis/articleshow/9421403.cms?from=mdr
[76]. V, K., Ferdous, Azam, Jacquline, &Tham. (2023). Factors Influencing of Social Media on Consumer Perception and
Purchase Intention Towards Brand Loyalty: A Conceptual Paper. International Journal of Professional Business
Review.
[77]. Wang, C. (2011). Consumer Culture and the Crisis of Identity. Journal of Value Inquiry.
[78]. White, K., & Dahl, D. W. (2007). Are all out-groups created equal? Consumer identity and dissociative influence.
Journal of Consumer Research, 34(4), 525–536.
[79]. William, O. I. (2022). The Quarter-Life Crisis: The Lack of Identity Development Support in Adolescents. Journal of
Student Research.
[80]. Wongkoblap, A., Vadillo, M. A., &Curcin, V. (2017). Researching mental health disorders in the era of social
media: systematic review. Journal of medical Internet research, 19(6), e228.
[81]. Xing-Ming, Z. (2023). Social Media Emotions and IPO Returns.
[82]. Ye, T. (2023). Social Media and Its Impact: Individuals and Society. Journal of Education. Humanities and Social
Sciences, 8, 642-646.
[83]. Yunhui, H., Lei, W., &Junqi, S. (2012). How Attachment Affects the Strength of Peer Influence on Adolescent
Consumer Behavior. Psychology & Marketing.
[84]. Zhang, Y., Trusov, M., Stephen, A. T., & Jamal, Z. (2017). Online shopping and social media: Friends or foes?
Journal of Marketing, 81(6), 24-41.

Page | 735

View publication stats