Seeking Connection but Finding Comparison: The Relationship Between Social Comparison, Loneliness, and Social Media Use

While the link between social comparison and loneliness is well-documented, the influence of different social media behaviors on this relationship remains underexplored, particularly in non-Western contexts. This study examines how creating, sharing, consuming, and communicating on social media moderate the relationship between social comparison and loneliness. Data were collected from 525 individuals across 25 provinces in Türkiye and analyzed using moderation analyses. Results indicated that upward social comparison was positively related to loneliness. However, active behaviors, such as content creation and sharing, were found to weaken this link. Conversely, passive behaviors, such as scrolling and browsing, were observed to strengthen the association and correspond with higher levels of loneliness. These findings suggest that fostering active and meaningful social media engagement can reduce loneliness.