When Using Facebook to Avoid Isolation Reduces Perceived Social Support

A survey (N=316) examined how other-directed Facebook use driven by fear of social isolation affects users' perception of social support they possess. As predicted, those higher on fear of isolation were more likely to (a) closely monitor others' activities for self-evaluation (i.e., social comparison) and (b) regulate their self-presentation to garner social approval (i.e., other-directed self-presentation), but less likely to (c) express their true inner feelings and thoughts (i.e., inner-directed self-presentation) on Facebook. Social comparison, in turn, lowered perceived social support among heavy Facebook users, whereas inner-directed self-presentation heightened it. Other-directed self-presentation had no significant effect on perceived social support. Results indicate that the desire to avoid social isolation may paradoxically diminish perceived social support by promoting social comparison, while suppressing the expression of true self on Facebook.