Self-presentation mediates the relationship between Self-criticism and emotional response to Instagram feedback

Instagram, a social networking site (SNS) with an emphasis on photo-sharing, is popular among young adults. Past research revealed positive and negative consequences from SNS use. We investigated how individuals emotionally respond to imagined positive and negative Instagram feedback depending on personality and self-presentation on Instagram, using a sample of Instagram users 18-30. The Depressive Experiences Questionnaire measured personality; the Self-Presentation on Facebook Questionnaire (adapted for Instagram) measured self-presentation on Instagram; positive and negative Instagram feedback scenarios were created to simulate situations experienced on Instagram; positive and negative affect clusters measured emotional reaction to the Instagram scenarios. False self-presentation mediated the relationship between Self-criticism and affective response to negative Instagram scenarios, highlighting the negative impact of intent to deceive on social media. Additionally, individuals scoring high in the maladaptive personality measures, Dependency and Self-criticism, responded with negative affect to the negative Instagram scenarios. Participants scoring high in Dependency and Efficacy (adaptive personality) responded with positive affect to the positive Instagram scenarios. We discussed the implications of the findings within the context of the two polarities model of personality and past research.