Identifying and comparing types of social comparisons on social networking sites among mothers with infants: Differences in maternal loneliness by types.

Purpose: Loneliness among mothers of infants is a serious problem that leads to increased stress and depression. Social networking sites (SNS) are platforms commonly used by mothers to gain information and socialize; however, the sites can also lead to social comparison. This study aimed to identify and compare the types of parental social comparisons on SNS among mothers with infants and examine their differences regarding maternal loneliness.

Methods: A random sampling cross-sectional survey of 233 Japanese mothers with infants aged 6-11 months old was conducted. The questionnaire considered the frequency of parental social comparisons on SNS and the associated positive/negative emotions, loneliness, perceived social support, SNS use, and participant characteristics. Hierarchical cluster analysis and analysis of covariance were used to examine differences in loneliness by social comparison type.

Results: Identified types of parental social comparisons on SNS included: "Negative-leaning comparisons (n = 40)," "Ambivalent comparisons (n = 53)," "Heavy comparisons (n = 39)," and "Positive-leaning comparisons (n = 67)." The "non-comparative group (n = 34)" made no comparisons. The loneliness scores of the "Negative-leaning comparisons" group were significantly higher than those of the "Ambivalent comparisons," "Positive-leaning comparisons," and "Non-comparative" groups (p = 0.019, p = 0.017, and p < 0.001, respectively). Additionally, the loneliness scores of the "Heavy comparisons" group were higher than those of the "Non-comparative" group (p = 0.005).

Conclusion: Interventions aimed at enhancing digital literacy among mothers and providing tailored support based on their social comparison types are crucial for mitigating the negative effects of parental social comparisons on SNS.