Influencing Emotion: Social Anxiety and Comparisons on Instagram

Individuals with social anxiety are sensitive to social hierarchies and tend to compare themselves unfavorably with others, perceiving themselves as inferior or lower in social rank. The current study explores patterns of change in these negative perceptions, and their associated emotional outcomes, in an online social context. Undergraduate students (N = 291) browsed the profiles of eight Instagram influencers and completed a measure of social comparison after viewing each profile, yielding multiple ratings of their own perceived social rank. Participants completed measures of affect and state self-esteem before and after the profile browsing task. Higher social anxiety predicted lower, and greater declines in, social rank self-perceptions during browsing. Higher social anxiety also predicted greater decreases in positive affect, increases in negative affect, and decreases in state self-esteem from the beginning to the end of the browsing task. Low baseline rank perceptions contributed to change in all three emotional variables. Decreases in rank perceptions contributed further to decreases in positive affect and appearance-related self-esteem. This study elaborates on cognitive-evolutionary theory, suggesting that the inferiority self-perceptions of socially anxious individuals translate to online social contexts, may be strengthened with increased exposure to such contexts, and may have a detrimental emotional impact.