We conducted three studies to assess short-term and long-term effects of social comparative SNS use on self-esteem and depressive tendencies. In Study 1 (N = 75) we found in an exposure experiment including two experimental groups and one control group that social comparative internet use decreased participants’ performance-oriented state self-esteem as a short-term effect. In Study 2 and 3 (Ns = 809, 145) results of the serial multiple mediator model indicated that passive Facebook use is associated with higher depressive tendencies mediated by a higher ability-related social comparison orientation and lower self-esteem as long-term effect. To obtain more generalisable findings, we transferred the serial multiple mediator model successfully from private to professional SNS use (Study 3).

Background: As photo editing behavior to enhance one?s appearance in photos becomes more and more prevalent on social network sites (SNSs), potential risks are increasingly discussed as well. The purpose of this study is to examine the relationship between photo editing behavior, self-objectification, physical appearance comparisons, self-perceived attractiveness, and self-esteem. Methods: 403 participants completed self-report questionnaires measuring the aformentioned constructs. A parallel-sequential multiple mediation model was conducted to examine the relationship between photo editing behavior and self-esteem considering multiple mediators. Results: The results indicate that photo editing behavior is negatively related to self-perceived attractiveness and self-esteem mediated via self-objectification and physical appearance comparisons. Conclusions: The postulated mediation model was justified by our data. Thus, SNS users should be aware of potential negative consequences when using photo editing applications or filters.

In this study, we examine chronic materialism as a possible motive for Facebook usage. We test an explanatory mediation model predicting that materialists use Facebook more frequently, because they compare themselves to others, they objectify and instrumentalize others, and they accumulate friends. For this, we conducted two online surveys (N1 = 242, N2 = 289) assessing demographic variables, Facebook use, social comparison, materialism, objectification and instrumentalization. Results confirm the predicted mediation model. Our findings suggest that Facebook can be used as a means to an end in a way of self-regulatory processes, like satisfying of materialistic goals. The findings are the first evidence for our Social Online Self-regulation Theory (SOS-T), which contains numerous predictions that can be tested in the future.