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The wealth of social information presented on Facebook is astounding. While these affordances allow users to keep up-to-date, they also produce a basis for social comparison and envy on an unprecedented scale. Even though envy may endanger users’ life satisfaction and lead to platform avoidance, no study exists uncovering this dynamics. To close this gap, we build on responses of 584 Facebook users collected as part of two independent studies. In study 1, we explore the scale, scope, and nature of envy incidents triggered by Facebook. In study 2, the role of envy feelings is examined as a mediator between intensity of passive following on Facebook and users’ life satisfaction. Confirming full mediation, we demonstrate that passive following exacerbates envy feelings, which decrease life satisfaction. From a provider’s perspective, our findings signal that users frequently perceive Facebook as a stressful environment, which may, in the long-run, endanger platform sustainability.
Krasnova et al. (Tue,) studied this question.