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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 (domains, direction, and extremity), variables that determine comparison outcomes (post valence, perceiver’s self-esteem), and how these comparisons differ from those made in other contexts (e.g., text messages, face-to-face interactions). In 4 studies (N = 798), we provide the first comprehensive analysis of how individuals make and respond to social comparisons on social media, using comparisons made in real-time while browsing news feeds (Study 1), experimenter-generated comparisons (Study 2), and comparisons made on social media versus in other contexts (Studies 3 and 4). More frequent and more extreme upward comparisons resulted in immediate declines in self-evaluations as well as cumulative negative effects on individuals’ state self-esteem, mood, and life satisfaction after a social media browsing session. Moreover, downward and lateral comparisons occurred less frequently and did little to mitigate upward comparisons’ negative effects. Furthermore, low self-esteem individuals were particularly vulnerable to making more frequent and more extreme upward comparisons on social media, which in turn threatened their already-lower self-evaluations. Finally, social media comparisons resulted in greater declines in self-evaluations than those made in other contexts. Together, these studies provide the first insights into the cumulative impact of multiple comparisons, clarify the role of self-esteem in online comparison processes, and demonstrate how the characteristics and impact of comparisons on social media differ from those made in other contexts. (PsycInfo Database Record (c) 2021 APA, all rights reserved)
