Social media have been growing rapidly during the past decade. However, it remains unclear whether social media make people more emotionally healthy or less. This study aims to explore the effect of Instagram use on individuals’ social anxiety. With a general basis of the three-stage model of interactive media use for health promotion, we conducted a cross-sectional online survey study ( N = 388) in the context of Singapore and empirically tested a mediation pathway linking Instagram use to social anxiety. The results indicated that Instagram use did not directly increase social anxiety. Instead, social comparison, a proximal outcome, and self-esteem, an intermediate outcome played mediating roles, supporting the complete mediation effects. This finding provides important theoretical and practical implications for the design of health campaigns and education in this digital era to enhance the positive effect of social media on health and emotional well-being.
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