Theorizing Social Media Usage Behaviour

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theory article.edited
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2.2. Behavioural economics
Affective forecasting explains that individuals systematically commit errors in predicting whether future events will bring pleasure or displeasure. People often show poor performance in predicting the intensity and duration of their future emotional reactions.
People tend to overestimate the duration of one’s future emotional reaction, which is called
durability bias. Also, people tend to overestimate the enduring impact of future events on our emotional reactions, known as impact bias. (Wilson & Gilbert, 2005); (Wilson & Gilbert,
2003).
These biases may play a role in users' social media behaviours, especially when uploading photos and statuses. The aim of uploading photos often correlates with their expectations from others in the form of likes and comments, and users might overestimate the duration and impact of this approval from others in social media. Research evidence suggested that affective forecasting error might explain the condition where users continue to

use social media despite imbuing little meaning to the activity and experience mood declines
(Sagioglou & Greitemeyer, Experiencing self' denotes the subjective experience of living. "Remembering self"
connotes the satisfaction level of our life when we contemplate it. People give much importance to life satisfaction in retrospection (
Kahneman & Riis, 2005). We reminisce about life through memories, which adds to life satisfaction, may translates into yearning to freeze our experiencing moments by taking photographs. Social media has become a shared space where we upload our photographs to talk about ourselves. Particularly the feature like updating profile picture appeals to this need. The corporeal aspects of experiencing do not seem to sustain, so the photos that capture the experiencing self are fed into remembering self, which boosts life satisfaction, which might be why billions of users upload their photos and feelgood about how many liked them the photos and given comments.

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