Social Media VS Sandwich Generation: Impression, Inferiority, and Mind Improvement

Abstract

This research, Social Media vs. Sandwich Generation: Impression, Inferiority, and Mind Improvement, aimed to: (1) examine the social media behaviors of the sandwich generation, (2) analyze the correlations between family and work pressures and feelings of inferiority due to online social comparison, and (3) explore ways in which the sandwich generation copes with these feelings to provide recommendations for solutions, knowledge, and understanding.

A quantitative research approach was employed using survey methodology, with data collected through questionnaires. The dataset included 441 participants, categorized into four types of sandwich generation: 81 Non-Sandwiches, 220 Club Sandwiches, 59 Traditional Sandwiches, and 81 Open-Face Sandwiches. The data were analyzed using descriptive statistics, Pearson’s correlation, One-Way ANOVA, and t-tests.

The findings revealed that most sandwich-generation respondents were Generation Y (ages 25–44), primarily using Facebook daily for an average of 30 minutes to 2 hours per day. A moderate correlation (r = 0.589) was found between family-related pressure and work-related pressure across all groups. Among Club Sandwich, Traditional Sandwich, and Open-Face Sandwich respondents, financial pressures were reported as more significant than time-related pressures in caregiving responsibilities. Regarding social media interactions, all groups most frequently engaged with psychological well-being content and experienced positive social comparison (assimilation) when exposed to self-esteem, goal-oriented, and ambition-related content. However, no statistically significant differences (p > 0.05) were found in social comparison levels across the groups. Instead, a significant difference was observed in social comparison feelings based on income level; individuals earning THB 45,001–60,000 per month reported the highest levels of positive social comparison compared to other income groups. To manage negative social comparison feelings, respondents identified three key strategies: (1) adjusting intrapersonal communication, (2) shifting from online to offline interactions, and (3) modifying content types and platforms used. The results can be employed as the content creation guideline for organizations or businesses aiming to inspire the Sandwich Generation. Moreover, the results can be employed by those Sandwich Generation to cope with the adjustments for their social media consumption to maintain their mental health in good condition.