Celebrating Scholarship and Creativity Day (2018-)
Document Type
Thesis
Publication Date
5-1-2025
Disciplines
Psychology
Advisor
Dr. Erin Donohue
Abstract
The current study aimed to address gaps in the literature regarding pre-adolescent social media usage by examining whether gender, social media marketing, and social comparison predict U.S. pre-adolescent (ages 8-12) self-esteem and consumer identity. A paper survey was administered to participants (N=43) through on-site and flyer recruitment methods. The survey consisted of questions regarding pre-adolescent social media usage time and preferences, self-esteem, social comparison, and consumer identity. Scales used were adaptations of The Child Rosenberg Self-Esteem scale (CRSES), The Social Media Comparison of Ability Scale (SCO-Ability), and the Consumer-Company Identification Scale. Results showed that pre-adolescents (ages 8-12) are exposed to social media marketing. Pre-adolescents of this age preferred the social media apps YouTube and TikTok. Social comparison was an individual significant predictor of self-esteem. Together, gender, social media marketing, and social comparison predicted 26.8% of the variance in self-esteem (reaching marginal significance). No study variables predicted consumer identity. Together, gender, social media marketing, and social comparison predicted 17.4% of the variance in consumer identity (which was not statistically significant). Findings provide a greater understanding of how social media marketing and social comparison online affect pre-adolescent self-esteem and consumer identity. Findings provide considerable support for parents and adults to understand their pre-adolescent child’s exposure to social media marketing. On an empirical level, these findings have important implications regarding pre-adolescent social media usage and marketing exposure.
Recommended Citation
Kruse, Madison, "The Relationship Between Social Media Marketing and Social Comparison on Pre-adolescent Self-esteem and Consumer Identity" (2025). Celebrating Scholarship and Creativity Day (2018-). 289.
https://digitalcommons.csbsju.edu/ur_cscday/289
