Self-Concept Shifts Driven by Online Social Comparison in Emerging Digital Environments: A Longitudinal and Mechanism-Focused Analysis

This paper investigates how digital social comparison (DSC) shapes multidimensional self-concept (appearance, competence, etc.) among 398 young adults via a 12-week longitudinal experiment. Results reveal time-varying improvements in general self-concept but persistent negative effects of upward DSC. Mediation analyses identify self-discrepancy and ideal internalization as key psychological mechanisms, moderated by self-compassion, platform modality (e.g., visual platforms), and target type (e.g., influencers). Exploratory findings highlight gender/platform differences. The study clarifies DSC’s role in digital identity formation, informing digital well-being interventions and platform design.