THE RELATIONSHIP BETWEEN PASSIVE SOCIAL MEDIA CONSUMPTION AND SELF-ESTEEM IN YOUNG ADULTS: THE MEDIATING ROLE OF UPWARD SOCIAL COMPARISON.

Abstract

Passive social media consumption scrolling through feeds without liking, commenting, or posting has become widespread among young adults, prompting concerns about its effects on psychological well-being. This study examined the relationship between passive social media use and self-esteem among Nigerian young adults aged 18–25 (N = 593), focusing on upward social comparison as a mediator, gender as a moderator, and platform type as a moderator of the mediation effect. Data were collected via adapted instruments: the Passive Social Media Use Scale (PSMUS), Upward Social Comparison Scale (USCS), and Rosenberg Self-Esteem Scale (RSES). Analyses utilized SPSS and Hayes’ PROCESS macro (Model 4) with regression, moderation, and bootstrapped mediation (5,000 resamples). Findings revealed a significant negative association between passive use and self-esteem (B = –0.181, p < .001, R² = .142). Gender moderated this link (interaction B = –0.061, p = .030), with stronger negative effects among females. Upward social comparison partially mediated the relationship (indirect effect B = –0.058, 95% CI [–0.082, –0.035]), as passive consumption increased unfavorable comparisons, which predicted lower self-esteem. The mediation was stronger on visual platforms like TikTok (indirect effect B = –0.067) than on messaging platforms like WhatsApp (B = –0.041).These results support Social Comparison Theory (Festinger, 1954) and Sociometer Theory (Leary & Baumeister, 2000), illustrating how passive exposure to curated content fosters detrimental comparisons and signals reduced relational value particularly relevant in Nigeria’s collectivist, economically diverse context with high engagement on platforms like TikTok, Instagram, and WhatsApp. The study identifies passive use as a risk factor for diminished self-esteem, with gendered and platform-specific patterns. Implications include media literacy initiatives, counseling to address comparison tendencies, and platform redesigns to encourage healthier engagement and protect youth mental health.

Keywords: Social-media, Self-esteem, Social comparison, Young adults, Nigeria