Is It Just About Scrolling? The Correlation of Passive Social Media Use with College Students’ Subjective Well-Being Based on Social Comparison Experiences and Orientation Assessed Using a Two-Stage Hybrid Structural Equation Modeling–Artificial Neur

Previous studies have found that passive social media use (PaSMU) tends to induce upward contrast, thereby affecting well-being. However, this perspective alone may overlook the mechanisms of other social comparison phenomena. This study analyzes the influence mechanism of PaSMU on subjective well-being (SWB) by categorizing social comparison into upward identification, upward contrast, downward identification, and downward contrast while incorporating social comparison orientation (SCO) as a moderating variable. This study surveyed college students who use RED (Xiaohongshu) and collected 352 valid questionnaires. A two-stage hybrid structural equation modeling (SEM)-artificial neural network (ANN) method was employed, utilizing path and mediation effect analysis to verify the moderating effect of SCO in the process of PaSMU affecting SWB. PaSMU is positively correlated with upward contrast and downward identification, both of which negatively affect SWB. Upward contrast and downward identification are associated with lower SWB, while downward comparison is positively correlated with SWB. High SCO strengthens the association between upward contrast and reduced SWB. Furthermore, upward contrast and downward identification were found to have comparable mediating effects between PaSMU and SWB. In contrast to previous studies, this research highlights that downward identification plays a comparably significant mediating role alongside upward contrast. Downward identification significantly mediates the relationship between PaSMU and SWB due to increased risk awareness, higher sensitivity to negative information among socially anxious students, emotional contagion from negative content, and anonymity that fosters an "imagined community". Additionally, students with high SCO are more affected by idealized self-presentations and rely on upward contrasts for social feedback, lowering their SWB. This study reveals the complex correlation of PaSMU and SWB, providing new theoretical insights and practical strategies to encourage positive social media use among college students.