DECISION MAKING WITHIN THE INFLUENCE OF SOCIAL MEDIA

Abstract

This study explores that decision making is not an isolated cognitive process of an individual, rather it is a socially embedded and digitally influenced phenomenon. In a society, family expectations, cultural values and community approvals shape the individual’s decisions, making social acceptance central. By looking at societal interactions and digital environment, the study explores the increasing effects of social media on the decision making process of Generation Z. This generation is known as digital natives as they are grown up into a digital era where they are constantly exposed to a wide range of curated content on social media platforms. This curated content, likes, comments and comparison on social media increase pressures. These pressures influence identity expression, routine behavior, lifestyle choices and presentation of self, often leading young adults to conform, hesitate or prioritize others’ expectations over personal preference. Hence, their decisions become externally driven. The study draws on Hazel Rose Markus and Shinobu Kitayama’s concept of the relational self and Leon Festinger’s social comparison theory, which explain how individuals define themselves through relationships and evaluate themselves through others. Existing research shows that social media use increases comparison, anxiety and lower self esteem.