Effect of Facebook Use on Social Comparison Perceptions.

People’s perceptions after browsing Facebook can provide valuable insights. We investigated social comparison domains (agency vs. communion) and social comparison directions (upward vs. downward) in Facebook by manipulating the domains and directions using a simulated Facebook profile of a comparison target. In total, 126 college students participated in the study. We used a Latin square design for agency upward, agency downward, communion upward, and communion downward comparisons. Individuals rated perceptive social comparisons after browsing the profiles. In this study, t-tests were conducted to compare results for the four profiles. Individuals perceived social comparison domains and social comparison directions. Furthermore, individuals browsing the agency comparison profile perceived communion information, and those browsing the communion comparison profile perceived agency information. The halo effect was evident in individuals browsing Facebook. Theoretical implications and practical implications are discussed. Suggestions for teachers and counselors are also provided.