A Study on the Relationship between the Bandwagon Effect, Social Desirability, and Financial Well-being of Instagram Content and Non-Content Creators

Abstract

This study investigates the relationship between the bandwagon effect, social desirability, and financial well-being of Instagram content and non-content creators. A sample of 120 participants within the classified groups of Instagram content creators of 60 individuals and non-content creators of 60 individuals, within the age range of 20-30 years was considered for the study with a purposive sampling technique. The exploratory research design was adopted to ascertain the relationship between the variables. The data were analyzed using Pearson’s correlation test. The findings indicated that the bandwagon effect is negatively correlated with both social desirability and financial well-being in non-content creators. In addition, social desirability and financial well-being are positively correlated in both content and non-content creators. However, the statistical significance relationship was limited, suggesting that other factors may also play a role. Despite these significant findings, there are limitations to this study, such as a small sample size, reliance on self-report measures, and a lack of consideration for potential confounding variables. Further studies should aim to address these limitations to provide a more comprehensive understanding of the relationship between the bandwagon effect and content creators upon the trends on social media platforms and the well-being and desirability outcome.