THE EFFECT OF SOCIAL COMPARISON ON ONLINE DECEPTION BEHAVIOR AMONG EMERGING ADULTHOOD INSTAGRAM USERS

Abstract

The increasing use of social media causes many problems such as social comparisons and also deceptive behavior on social media. This study aims to determine whether Social Comparison (SC) has an effect on Online Deception Behavior (ODB) in emerging adults. The respondents for this study were 567 emerging adult Instagram users who have more than one Instagram account with an age range of 18-25 years. The respondents lived in The Greater Jakarta area. The scale used to measure SC is the Iowa- Netherlands Comparison Orientation Measure (INCOM) which was developed by Buunk and Gibbons and has been adapted into Bahasa by Moningka and Permatasari (2020). The reliability of this scale is .700 using Cronbach’s alpha. The item rests correlation ranges from .300 - .747. This study also uses Moningka and Selviana's (2021) scale, Deception Behavior in social media to measure ODB among Instagram users. The reliability of this scale is .786 using Cronbach’s alpha. The item rests correlation ranges from .408 - .579. Data were analyzed using logistic regression. It was found that social comparison has a significant effect on online deception behavior (p<.01) with performance metrics specificity .867. The result indicates that the contribution of SC to explain ODB is 88%. This study can be the basis for intervention among social media users.