Feng LIFollow

Date of Award

Spring 5-2023

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

School

Communication

Committee Chair

Dr. Fei Xue

Committee Chair School

Communication

Committee Member 2

Dr. Christopher Campbell

Committee Member 2 School

Communication

Committee Member 3

Dr. David Davies

Committee Member 3 School

Communication

Committee Member 4

Dr. Cheryl Jenkins

Committee Member 4 School

Communication

Committee Member 5

Dr. Jae-Hwa Shin

Committee Member 5 School

Communication

Abstract

Studies on Facebook and Twitter have shown that social media usage negatively influences individuals’ self-esteem. Many scholars believe media literacy could help reduce this negative impact. Social comparison tendencies and user motivations may also influence this dynamic. The current study is designed to test the moderation effects of media literacy, comparison tendency, and user motivation influencing WeChat Moments usage on individuals’ self-esteem. A group of Chinese college students (N= 299) participated in an online survey. Results show no negative association between WeChat Moments usage and self-esteem. Media literacy only negatively moderates this effect among those who reported having 20-50 friends. The tendency to compare opinion and ability and the tendency to make downward comparisons do not show any moderation effect. The upward comparison tendency negatively moderates the positive association between the number of posts per week and self-esteem. Lastly, if people’s motivations for using WeChat Moments are to make connections, expose themselves, and make social influences, there are no moderation effects. However, when people’s motivation is to seek information, it negatively moderates the association between the number of friends and self-esteem. Cultural background and platform characteristics are discussed, and the findings might help future studies.

ORCID ID

0009-0005-5742-233X

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