Instagram Photo Sharing and Loneliness Differential Reactivity: Exploring the Moderating Effects of Online Interaction Quality and Quantity

Abstract

This study examines how photo sharing on Instagram relates to loneliness, distinguishing between transient and chronic loneliness using a differential reactivity framework. It explores how the quantity of social rewards (likes, comments) and satisfaction with those rewards influence this relationship. Data was collected from 373 participants using the UCLA Loneliness Scale, Social Reward Satisfaction Score, and self-reported Instagram usage. Findings show that users with transient loneliness reported the highest loneliness when both photo sharing and social reward satisfaction were low. Conversely, users with chronic loneliness reported the lowest loneliness under similar conditions. While social rewards significantly affected transient loneliness, they had no moderating effect on chronic loneliness. These findings suggest that both the amount and perceived quality of social rewards shape how photo sharing impacts loneliness. The study offers important insights for understanding the psychological effects of social media and guiding policy, particularly regarding regulations on social media access.