Reflection of Attention to the Social Comparison Information (ATSCI) Consumption Habit on Facebook (FB) Status Updates : An Empirical Investigation in Rural India

The present study seeks to understand attention to the social comparison information (ATSCI) consumption habits among rural Indian consumers focusing on Tripura as the specific state and investigates its relation with Facebook (FB) status updates. The study analysed findings gathered from 213 consumers selected randomly from the Facebook ‘Friends’ list of the author. Results indicate that, ATSCI is positively related with age and negatively related with Facebook status updates. Gender and education do not have any significant relation with FB status updates as well as ATSCI whereas occupation and category have significant relation with both ATSCI and FB status updates. A significant negative relation was also found among FB status updates and ATSCI score