Examining the links between active Facebook use, received likes, self-esteem and happiness: A study using objective social media data

For social media users, profile updating and receiving Likes may feel like a reward, and elicit positive emotions, reinforcing use of the platform. Could this mechanism have consequences for users’ self-esteem and happiness? Previous findings on the topic are mixed, and typically limited by use of self-reports of online activity. In the present study, we used objective behavioral data to examine the hypotheses that receiving Likes on Facebook would relate to 1) users’ level of perceived self-esteem, and 2) increased happiness via the mediating role of self-esteem. We recruited 2,349 adult Facebook users (589 men, 1,760 women; 67% aged 18–25, 26% aged 26–35, 7% aged > 35 years). Participants answered an online survey and provided access to their objective Facebook data (i.e., profile updates and received Likes). We found that frequency of users updating their profile and sharing personal content (e.g., self-generated texts, images, friends and location tags) had a direct effect on the frequency and intensity of the feedback (i.e., Likes) they received from other users in their online social network. Additionally, analyses supported a positive link between the frequency and intensity of positive feedback received by users and perceived happiness that was mediated in part by an increase in self-esteem. Overall, findings demonstrate a process linking positive online social feedback and perceived well-being.