Church and Thambusamy’s study explore five nonconformance causes of competitive desire among social network users. It is not surprising that the authors used self-regulatory concept of attitudes and desires which come as a result of competitive norms, status and hedonic benefits, and misrepresentation and refusal intentions. With desire to win competition in interpersonal circumstances, social network users give a little or no personal information on social networks. This scenario come about as a result of their pursuit for sensual self-indulgence, in other words, hedonic benefits. This leads to impression formation.
Cognitive psychology has it that human behavior is greatly influenced by environment in which they exist (L. Liu, 2018). Social network provide an hypothetical social environment where users interact through social exchange, entertainment and information. Social factors such as subjective and collective norms, and social identity have influenced roles chosen by social media network users. Rich individuals also play a role in influencing competitive behavior in an intrinsic manner that every user want to be if not act like one, therefore, leads to concealing of their real personal information.
This article relates to Garcia et al. concept of social comparison.Like bonniezhu44 stated, I do also do believe that social comparison give rise to competitive desire which to some extent fuels competitive behavior. Garcia et al said that we tend to compare ourselves with others, especially those who are physically and socially close to us which is very true. social comparison among social network users leads to development coping mechanism of keeping up with their level of competence, i.e Personal identification deception, the refusal to give one’s actual information because of fear of decrease in hedonic benefits.
It is easy to say that social network is to some extent not healthy, especially when putting into consideration the possible outcome of competitive desire and social comparison among users, but, on the other hand, I support social media competition; because of positive impacts we have seen on some individual users and economic return alike. Competitive desires or quest for relevance make users consume a lot of data by staying online, posting videos and photos of themselves, which is actually beneficial to service providers. Moreover, anonymity and fame had a thick line between them not long ago, however, by the aid of social network and online competition, there is a good number individuals who have made a name for themselves. Good examples being Paris Hilton and Kim kardashian. In 1990’s general fame came from one being an actor/actress, an athlete , a politician or a pundit, but not anymore, thanks to rise of smartphones and growing social network platforms.
Competition and Information Deception In Online Networks.
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