Between Instagram browsing and subjective well-being: Social comparison or emotional contagion?

Abstract

Two studies examined which theoretical approach–social comparison and emotional contagion–is more appropriate to explain the mechanism underlying the association between Instagram browsing and subjective well-being. We assessed both between-person and within-person associations using a quasi-experiment (Study 1) and a 7-day diary study (Study 2). Results suggest that the mechanisms behind affect and life satisfaction differ. In terms of affect, the emotional contagion perspective was supported. Participants tended to report more positive affect and less negative affect when browsing more positive posts, irrespective of social comparison directionality. By contrast, life satisfaction was associated with both mechanisms. This study indicates that the emotional contagion and social comparison mechanisms may cancel out each other’s effect on how people evaluate their own lives. Theoretical and methodological implications are discussed.