COMPARISON OF EMOTIONAL RESPONSES WHEN USING SOCIAL MEDIA: MEN V. WOMEN

GROUP 19

HANNAH GUYTON, ELIZABETH HENNEN, HOLLY BARCLAY, ANNA MONTIE

Purpose

The aim of our project is to…

Explore and understand the emotional response triggered by social media for college-aged men and

women at Texas A&M.

BACKGROUND INFORMATION

Literature Review

● Women are more satisfied when using social media for maintaining relationships while men are more satisfied when using social media for entertainment (Chan, 2015).

● People experience higher self-esteem when they focus on their own statuses and profiles (Gonzales, 2011).

● Women are more likely than men to report that Facebook pictures cause negative self body image (Thompson, 2012).

Literature Review Cont’d

● Social Media usage can also be connected to symptoms of depression, stress, and social anxiety (Michikyan, 2016).

● The more time users spend interacting with other users on social media networking sites (e.g., commenting on updates), the closer they feel to other people (Neubaum, 2015).

● Interacting with others also predicted users' positive emotional states after Facebook use (Neubaum, 2015).

● Although mass media paints social media in a negative light, friends and family members contribute to positive attitudes towards social media vs. face-to-face interaction (Westerman, 2016).

QUALITATIVE PORTION

Qualitative Research Questions

RQ 1: What is the role of gender in emotional responses to social

networking sites such as Instagram and Facebook?

RQ 2: How does emotional response change between social media

platforms?

RQ 3: How does frequency of social media usage affect emotional

response?

Qualitative Research Sample

Overall, the interviews consisted of4 Males

4 Females Male ages: 21, 21, 23, 19

Female ages: 20, 21, 20, 21

We conducted 8 Interviews - 2 interviews per group

member

Qualitative Methodology

-Each person in our group conducted 2 interviews.

→ 8 interviews total

-We each interviewed people who were convenient for us to access. We decided to do half male and half female, so there would be an even number of men and women participating in the qualitative part of the study.

-We conducted interviews in places that were easiest for us to get to, since some of our participants couldn’t make it to Evans library which was where we originally planned to conduct them.

Qualitative Interview Guide

Introductory Questions

1. Which social media platforms do you use?

2. About how long have your account(s)?

3. If you have more than one, which social media platform do you prefer

the most?

4. What features do you like most about your social media account(s)?

Qualitative Interview GuideInterview Questions

1. How does using Facebook or Instagram make you feel overall?2. Do certain features make you feel differently than others?

a. If so, which feature(s) make you feel differently?i. How do these feature(s) make you feel?

b. How does viewing someone else’s page make you feel? c. How do you feel when you look at your own page? d. Do you use the explore page on Instagram?

i. If yes, how does that make you feel? e. Please describe how the number of likes you get on a picture you post affects how you feel

3. How do you feel when using Facebook compared to Instagram and vice versa? 4. If you prefer one platform over the other, why? 5. When do you use Facebook or Instagram? 6. How do you feel after you got off Facebook or Instagram compared to when you first got on? 7. How often do you get on Facebook/Instagram?

a. How much time do you spend on Facebook?b. How much time do you spend on Instagram?c. How do you feel if you spend more time than you intended to on social media?

8. How attached are you to social media?a. Could you live without it?

Qualitative Research Results & ThemesRQ 1: What is the role of gender in emotional responses to social

networking sites such as Instagram and Facebook?

Themes:● Both women and men experience positive emotional reactions to social

media● Most people feel connected and entertained after using social media● Compared to men, women report more negative responses after using

social media (depression, jealousy, etc…)● Most people feel better after looking at their own page than others’ pages● Overall, men and women both experience both positive and negative

emotional responses to social media

Qualitative Research Results & ThemesRQ 2: How does emotional response change between social media

platforms?

Themes:● Facebook makes people feel more connected than

Instagram or Twitter● Facebook can also make people feel the most lonely or left

out● Overall, emotional responses are stronger towards Facebook

use than other social media outlets

Qualitative Research Results & ThemesRQ 3: How does the frequency of social media platform usage affect

emotional response?

Themes:● Many users get on social media daily● Emotional response does not appear to have a relationship

with frequency of social media use● Feel like time was wasted time after using social media ● Even people who use social media daily report that they “aren’t

that attached to it”

How Qualitative Research Results Informed our Experiment

• The themes we found from our qualitative research revealed the type of emotional experiences that men and women experience from social media use

• Therefore, this influenced the way we worded our questions in order to reflect common phrases and themes we found in our research• E.x. positive emotion category included connectedness,

amusement, and happiness• Negative emotion category included sadness, loneliness, and

insecurity

QUANTITATIVE PORTION

Hypotheses and Research Questions for Quantitative Research

RQ 1: What is the relationship between gender and positive emotional

responses to social media?

RQ 2: What is the relationship between gender and negative emotional

responses to social media?

RQ 3: What is the relationship between gender and neutral emotional

responses to social media?

Hypothesis: If the emotional responses of college-aged men and women are

surveyed, then a more positive emotional response towards social media will be collected from women than men.

Quantitative Research Design

• We conducted a cross-sectional survey using Google Forms to

assess the emotional responses of college-aged men and women when using social networking sites at a single point in time.

➔ This type of survey allowed us to compare and describe characteristics within a particular community at a single point in time.

Recruiting Participants for Survey

Survey participants were recruited through non-probability

convenience sampling and volunteer sampling.

Characteristics of the Sample

● Gender

● Age

● College classification

● Ethnicity

Quantitative Sampling Procedure

• We used volunteer sampling by emailing the students in our class and

waiting for volunteers to complete the survey.

• Additionally, we used convenience and nonprobability sampling by

sending the survey via email, text, and Facebook to friends and

particular individuals.

How We Collected Data

• We collected data through Google Forms by sending the survey link

to students in our class and other college students we know

• Google Forms automatically calculated the results and frequencies of

answers collected from our participants

Quantitative Research Measures

• Survey Participants:- Convenience and Volunteer Sampling

• Survey Software:- Google Forms

• Number surveyed: - 38 Participants

• Number of Questions: - 32 Questions

Research Measures: Demographic Survey Questions

● Single-answer questions

● Multiple-choice questions (choose all that apply)

● Demographic questions

Research Measures: Survey Cont.

● Likert-scale questions

Research Measures: Survey Cont.

Research Measures: Survey Cont.

Statistical Analysis

● We used chi-square tests when analyzing the results of our multiple choice questions about emotional response when using Facebook and Instagram. In this case, our dependent variable, emotional response, was categorical, and our independent variable, gender, was categorical. Thus, we chose to run chi-square tests.

● We used t-tests to analyze the data from our semantic differential questions. In this case, our dependent variable, emotional response, was continuous and our independent variable, gender, was categorical, thus our choice of t-tests.

Results

• For the most part, our participants experience positive emotions when it comes to viewing social media.

• Participants experience neutral emotions after browsing their newsfeed on Instagram.

Results

• Overall, our participants typically think that men and women react differently to social media.

• Yet, the majority of the participants, both male and female, experience a significant emotional attachment to social media.

Statistical Analysis Results: T-Tests & Chi-Square Tests

We ran two different t-tests for independent groups to analyze the results of our semantic differential questions that were on a 5 point scale. We chose 6 questions that best represented what may answer our RQs – 3 asking about Instagram and 3

about Facebook.

We ran multiple chi-squared tests because we wanted to analyze the results of each multiple choice question we asked that measured emotional response. We

asked 3 questions about emotional response to Facebook and 4 about emotional response to Instagram. We analyzed each question because we felt all were

needed to answer our research questions most effectively.

Independent Samples T-Test t df p Mean Difference SE Difference

FBUsef -1.712 36.00 0.096 -0.557 0.343FBBene -1.712 36.00 0.096 -0.475 0.287FBFun -0.318 36.00 0.752 -0.099 0.289

Note. Student's T-Test.

Group Descriptives Group N Mean SD SE

FBUsef Female 23 2.043 0.878 0.183 Male 15 2.600 1.121 0.289FBBene Female 23 2.391 0.783 0.163 Male 15 2.867 0.915 0.236FBFun Female 23 2.435 1.037 0.216 Male 15 2.533 0.743 0.192

Statistical Analysis Results: T-Tests cont.

Facebook (FB)

Women (M = 2.04, SD = .878) think FB is more useful than useless, than men (M = 2.60, SD = 1.12), t(36.0) = -1.71, p = .096. Women (M = 2.39, SD = .783) think FB is more beneficial than detrimental, than men (M = 2.87, SD = .915), t(36.0) = -1.71, p = .096. Women (M = 2.44, SD = 1.04) and men (M = 2.53, SD = .743) did not differ significantly when asked if FB was more fun than boring, t(36.0) = -0.32, p=.752.

*All of these conclusions are drawn at equal to or greater than the 90% confidence level.

Statistical Analysis Results: T-Tests cont.

Instagram (IG)

Women (M = 2.09, SD = 1.08) think IG is more useful than useless, than men (M = 2.80, SD = 1.15), t(36.0) = -1.94, p=.060.

Women (M = 2.304, SD = 1.105) and men (M = 2.667, SD 0.976) did not differ significantly when asked if IG was more beneficial than detrimental, t(36.0) = -1.03, p = .308.

Women (M = 1.739, SD = 1.010) think IG is more fun than boring, than men (M = 2.400, SD = 1.242), t(36.0) = -1.80, p=.080.

*All of these conclusions are drawn at equal to or greater than the 90% confidence level.

Independent Samples T-Test t df p Mean Difference SE Difference

IGUsef -1.938 36.00 0.060 -0.713 0.372IGBene -1.033 36.00 0.308 -0.362 0.341IGFun -1.800 36.00 0.080 -0.661 0.384

Note. Student's T-Test.

Group Descriptives Group N Mean SD SE

IGUsef Female 23 2.087 1.083 0.226 Male 15 2.800 1.146 0.296IGBene Female 23 2.304 1.105 0.230 Male 15 2.667 0.976 0.252IGFun Female 23 1.739 1.010 0.211 Male 15 2.400 1.242 0.321

Statistical Analysis Results: Chi-Squared Tests

In the first test, the relationship between variables was significant, X^2 (3, N = 38) = 8.08, p=.04. Based on those results, we conclude that women are more likely to feel positive emotions such as connectedness, amusement, or happiness when browsing their newsfeed on Facebook.

*This conclusion is drawn at the >95% confidence level.

Contingency TablesGender

EmotRespNfFB Female Male TotalN/A 0 1 1Overall, I experience negative emotions such as sadness, loneliness, or insecurity.

0 1 1

Overall, I experience neutral emotions such as indifferent and detached.

13 12 25

Overall, I experience positive emotions such as connectedness, amusement, or happiness.

10 1 11

Total 23 15 38

Chi-Squared Tests

Value df p

Χ² 8.077 3 0.044

N 38

Statistical Analysis Results: Chi-Squared Tests cont.● In the second test, the relationship between variables was not significant, X^2 (2, N = 38) = 1.03, p=.60.

→ Women and men do not vary significantly when asked how they feel when viewing other people’s FB profiles.

● In the third, the relationship between variables was not significant, X^2 (3, N = 38) = 2.93, p=.40.

→ Women and men do not vary significantly when asked how they feel when viewing their own FB profile.

● In the fourth, the relationship between variables was not significant, X^2 (3, N = 38) = 2.04, p=.56.

→ Women and men do not vary significantly when asked how they feel when viewing their newsfeed on IG.

● In the fifth, the relationship between variables was not significant, X^2 (3, N = 38) = 0.84, p=.84.

→ Women and men do not vary significantly when asked how they feel when viewing other people’s IG profiles.

● In the sixth, the relationship between variables was not significant, X^2 (2, N = 38) = 0.21, p=.90.

→ Women and men do not vary significantly when asked how they feel when viewing their own IG profile.

● In the seventh, the relationship between variables was not significant, X^2 (3, N = 38) = 2.97, p=.40.

→ Women and men do not vary significantly when asked how they feel when viewing the explore page on IG.

Conclusions

• Based on our results, men and women emotionally react similarly to social media in the following ways:

• Overall, females reacted positively to Instagram (60.8%), while the majority of males also reacted positively to Instagram (53.3%).

• Overall, females react with a feeling of neutrality when it comes to Facebook (60.8%), while males reacted with an overall feeling of neutrality as well (86.6%).

• While proportionately the reaction emotions are similar, there is definitely a higher presence of positivity in females when reacting to social media than males.• It should also be noted that overall, there was definitely more of a positive

emotional reaction to Instagram than to Facebook

Conclusions Cont. ● Based on our findings, males and females think that there is a

difference in the way they react to social media emotionally.○ While there is in fact a slight difference in the way these two

genders react emotionally, the real difference is in the medium of social media through which the person is utilizing.

Limitations

• Relatively small sample size • Homogenous sample that consisted of primarily liberal arts majors.

• Major choice may have affected the results from surveys as many liberal arts majors (such as Communication) are “pro” social networking

• Due to the nature of convenience and volunteer sampling, our sample could have improved by using random or probability sampling in order to get a more realistic sample of the population

References

Chan, T., Cheung, C., Shi, N., & Lee, M. (2015). Gender differences in satisfaction with Facebook users. Industrial Management & Data Systems, 115(1), 182-206.

Gonzales, A. L., & Hancock, J. T. (2011). Mirror, Mirror on my Facebook Wall: Effects of Exposure to Facebook on Self-Esteem. Cyberpsychology, Behavior & Social Networking, 14(1/2), 79-83. doi:10.1089/cyber.2009.0411

Michikyan, M., & Suárez-Orozco, C. (2016). Adolescent media and social media use: Implications for development. Journal Of Adolescent Research, 31(4), 411-414.

Neubaum, G., & Krämer, N. C. (2015). My Friends Right Next to Me: A Laboratory Investigation on Predictors and Consequences of Experiencing Social Closeness on Social Networking Sites. Cyberpsychology, Behavior And Social Networking, 18(8), 443-449. doi:10.1089/cyber.2014.0613

THOMPSON, S. H., & LOUGHEED, E. (2012). FRAZZLED BY FACEBOOK? AN EXPLORATORY STUDY OF GENDER DIFFERENCES IN SOCIAL NETWORK COMMUNICATION AMONG UNDERGRADUATE MEN AND WOMEN. College Student Journal, 46(1), 88-98.

Westerman, D. ( 1 ), E.S. ( 1 ) Daniel, and N.D. (2016). Learned risks and experienced rewards: Exploring the potential sources of students' attitudes toward social media and face-to-face communication. Internet And Higher Education, 3152-57. doi:10.1016/j.iheduc.2016.06.004