333 obtained responses resulted in a data corpus of 2834 words. In most cases only
one subject of envy has been stated, with 9.6% indicating two subjects. In total, 13
categories have been identified and subsequently coded, with IRR reaching an appropriate
level of 0.706 (p=0.000). Table 3 summarizes the differences between envy
subjects for offline and FB contexts. We find that envy about “travel and leisure”,
“social interactions” and “happiness” belong to the three most frequently mentioned
causes of envy triggered by Facebook use. In daily encounters, however, “travel and
leisure”, “success in job” and “abilities” of another person represent the three most
common categories. Overall, the fact that “travel and leisure” account for a whopping
56.3% of all envy incidents triggered by FB is interesting. The reasons for this are
likely rooted in a high share of travel photos posted by FB users. Indeed, while sharing
content directly depicting expensive material possession might be seen as bragging
by others; posting photos from vacations has long established itself as a norm on
SNSs [29]. As a result, by sharing this type of content respondents do not risk to be
accused of engaging in the outright self-promotion, while still, in a way, doing so.
333 obtained responses resulted in a data corpus of 2834 words. In most cases onlyone subject of envy has been stated, with 9.6% indicating two subjects. In total, 13categories have been identified and subsequently coded, with IRR reaching an appropriatelevel of 0.706 (p=0.000). Table 3 summarizes the differences between envysubjects for offline and FB contexts. We find that envy about “travel and leisure”,“social interactions” and “happiness” belong to the three most frequently mentionedcauses of envy triggered by Facebook use. In daily encounters, however, “travel andleisure”, “success in job” and “abilities” of another person represent the three mostcommon categories. Overall, the fact that “travel and leisure” account for a whopping56.3% of all envy incidents triggered by FB is interesting. The reasons for this arelikely rooted in a high share of travel photos posted by FB users. Indeed, while sharingcontent directly depicting expensive material possession might be seen as braggingby others; posting photos from vacations has long established itself as a norm onSNSs [29]. As a result, by sharing this type of content respondents do not risk to beaccused of engaging in the outright self-promotion, while still, in a way, doing so.
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