The Facebook Effect

As I sat completing my economics homework on game theory, I decided to take a break. The break resulted in me going on to Facebook to see what my friends were up to. Casual mentions of a VIP party,  decadent adventures in the Swiss Alps or the more tangible purchases of red convertibles accosted my senses. I logged off feeling miserable, and tried to get back to find the equilibrium. Yet that day, my equilibrium had been shaken. That was the day my thesis was born.

After many discussions, literature reviews and studies, since 2010-2011, we finally managed to get on to the big finding : Facebook reduced peoples well-being. This occurred as people viewed their “friends” self-enhancing updates, felt envious of course, and never being able to match up to collective display of ostentatiousness, kept falling short, and finally felt that their life pretty much sucked.

We did a bunch of experiments on Facebook to understand what exactly happens, and my advisor Dr. Dilney Goncalves at IE Business School, Madrid and I were finally able to come up with this neat explanation.

When you log into Facebook you might see some of this on your Home Page

Screen Shot 2013-10-01 at 1.46.07 AM

Now viewing this engages one in social comparison. Where in you compare yourself with others. On realizing that you are nowhere near achieving all of that,  you go green with envy (not literally, unless you are the girl in the picture below) 


That wrath of envy in turn makes you hate your life


The catch is that the more friends you have on Facebook the more likely you are to see stuff like this

Screen Shot 2013-10-01 at 1.46.07 AM

Since every time you refresh your Home Page or come back to Facebook someone or the other is going to talk about all the cool stuff they did. Moreover, people tend to share more self-enhancing stuff than self detracting stuff on Facebook (Manago, Graham, Greenfield, & Salimkhan, 2008), so it is likely you will see more of the above rather than stuff like this


Having said that, all the coolness can make you feel envious and make you feel that your life is actually not that cool, no matter what you may tell others. And voila! You have the Facebook Effect. Whereby the more friends you have, the more self-enhancing posts you see and the resultant envy reduces your life satisfaction and well-being. Now this is interesting since most researchers agree that having a large friend network can yield various benefits (Cohen, 1988; Pavot, Diener and Fujita, 1990; Nelson, 1988) however we find that in the case of Facebook, it might just be the opposite!

So a) when you have too many friends (more than 150 which is the average) then do know you might feel this way and b) since our research corroborates it, you can tell yourself to feel better – it is just the Facebook effect, and in reality, every ones life is pretty boring.


For the complete article on this topic please visit:

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  1. theoddspotblog · October 1, 2013

    This is so interesting! I will
    Take your poll!

  2. Kamini Gupta · October 2, 2013

    This is very interesting Mudra! Glad someone took the time to prove it … You know what, I think I will share it on my Facebook wall 😉

  3. Kamini Gupta · October 2, 2013

    Btw, what implications would this have for marketing? For brands to associate themselves with FB (and risk being associated with something that causes one grief) or not (and lose using a space people increasingly spend a lot of time on?)

    • mudramukesh · October 2, 2013

      Thanks Kamini.
      In terms of implications: since there is an element of envy and well-being, advertisements of hedonic products should be more eftective than utilitarian products.Moreover, previously it was assumed that Facebook is a static forum, but actually it causes some emotional response (turmoil?) so that might transmute into the brand if it is advertised on Facebook or through a Fan page. We haven’t tested these explicitly, as our main idea was to test well-being, but yes they do form important avenues for further research.

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