Revisiting Social Comparison Theory in Offline and Online Contexts

2026

Bernadett KÖLES ,

K. G. PILLAI ,

P. NAGY ,

D. M. GLIGOR ,

S. BOZKURT

2026, Psychology and Marketing, 43(3), pp.502-517

Abstract

An introduction to the special issue is presented, focusing on social comparison theory (SCT) in consumer culture and themes including digital comparison and identity, status and consumer motivation, and the role of digital platforms in shaping comparison.

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