The Effects of Virtual Likes on Self-Esteem

Abstract

Social networking sites offer opportunities for users to express themselves and receive immediate feedback in the form of virtual likes. Adolescents place a great deal of value on the number of likes, regarding them as indicators of peer acceptance and support. Since peer feedback and social comparison are integral to adolescents' self-evaluations, the aim of the current chapter is to determine whether self-esteem is sensitive to the number of likes associated with their own (peer feedback) and others' posts (social comparison). The synthesis of literature indicates that self-esteem is responsive to indicators of one's value to others as well as the value of others, supporting the sociometer and social comparison theories. Indications of liking online serve to enhance self-esteem, whereas rejection deflates it. In addition, seeing others get many likes negatively impacts viewers' self-esteem. The gaps in the literature are discussed and future research is suggested.