The impact of Instagram on happiness - Evaluation of the impact of Instagram on happiness, measured as self-esteem, the closeness of relationships and life satisfaction

Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Information Analysis and Management The impact of the Social Networking Sites (SNSs) on their users continues receiving attention from the scientific community. There are several different SNSs, with different features and motives for use, and their effect varies. Social media have been linked to increased depression and lower self-esteem. At the same time, positive interaction on SNSs is associated to decreased loneliness. Limited studies exist specializing on the impact of Instagram and usually from delimited populations; either age group, gender or location. Additionally, there have been findings of relation between SNSs use and personality traits. This study attempts to contribute with insight of whether Instagram can impact the happiness of its users, taking into consideration the different personality traits/types. To define happiness, the survey used adaptations specifically for the use of Instagram of the Social Comparison Orientation Scale (SCOS), the Life Satisfaction Scale (LSS), the Rosenberg Self-Esteem Scale (RSES) and the Unidimensional Relationship Closeness scale (URCS). For the personality traits an adaptation of the Myers-Briggs personality types was included. N=358 participants, from 21 to over 60 years old, responded to an online anonymous self-report survey, without geographical, or other delimitation, regarding the way Instagram makes them feel. The outcome of the study suggests that Instagram is a platform that enables social comparison, and which may negatively impact self-esteem. However, in contrary to existing literature, these findings were accompanied by simultaneous positive impact of Instagram on life satisfaction. There was indication that Instagram supports its users to increase the closeness of their relationships and overall feelings of satisfaction with their lives. Additionally, it was suggested that individuals higher on extrovert, sensor, thinker and judger personality traits are affected more positively by using Instagram than individuals scoring lower on these traits. These findings suggest that Instagram can indeed impact its users’ happiness, however the impact depends on the individual personality traits.