Abstract
The present study examined whether and how specific use behaviors of WeChat Moments, the most popular social network site (SNS) in China, relate to users' self-esteem. Three hundred and twenty-five Chinese adults (53.85% female; Mage = 32.67, SD = 7.70) completed online measures of WeChat Moments use behaviors, personal power, social acceptance, and self-esteem. We found that WeChat Moments use intensity and received likes are positively associated with self-esteem, whereas status updates are negatively associated with self-esteem. We found further that personal power and social acceptance mediate the associations of WeChat Moments use intensity and received likes with individuals' self-esteem. Moreover, gender and age emerged as significant moderators. The current study provides evidence for the association between WeChat Moments use and self-esteem among Chinese adults and contributes to the literature by clarifying the equivocal findings, as well as uncovering the underlying mechanisms of the relationship between SNSs use and self-esteem.
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