Abstract: Although past research has shown that social comparisons made through social media contribute to negative outcomes, little is known about the nature of these comparisons (e.g., domains, direction, and extremity), variables that determine the outcomes of these comparisons (e.g., post valence, perceiver’s self-esteem), and how these comparisons differ from those made in other contexts (e.g. while texting or interacting face to face). In five studies (N=900), I provide the first comprehensive analysis of how individuals make and respond to social comparisons on two different social media platforms (Facebook and Instagram), using comparisons made in real-time while participants browsed their own social media news feeds (Studies 1 and 3), experimenter-generated social media content (Study 2), and reports of comparisons made in various contexts, including social media (Studies 4 and 5). I found that individuals made frequent upward comparisons on social media. Further, social media comparisons were more likely to be upward than downward, and making more frequent and more extreme upward comparisons on social media resulted in greater declines in self-evaluations, mood, and life satisfaction. In addition, individuals with lower self-esteem made more frequent and extreme upward comparisons while browsing social media, resulting in even steeper declines in self-evaluations. Finally, compared to upward comparisons in other contexts, those made on social media were more often to distant (vs. close) targets, more likely to be image-based, and resulted in greater declines in self-evaluations. Together, these studies provide the first insights into the cumulative impact of multiple social comparisons, demonstrate the unique nature of social comparisons made on social media, and clarify the role of self-esteem in online social comparison processes.
Keywords: self-esteem; social comparison; social media
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