Abstract

The popularity of social media has grown significantly and rapidly over the last ten years. Nevertheless, there is a constant debate over whether social media improves or worsens people's emotional health. The purpose of this study is to investigate the mechanisms underlying social anxiety and determine the effect of Instagram/tiktok usage on it. In Pakistan, we surveyed 275 people online for a cross-sectional study using the three-stage model of interactive media use for health promotion. Our goal was to examine relationship between social anxiety and Instagram/tiktok use. The study identified a significant relationship between Instagram/tiktok use and an increase in social anxiety. The intermediate outcome of self-esteem and the proximal outcome of social comparison provided complete support for the mediation effects. The design of health education and awareness programs in the digital age will need to consider this conclusion in order to maximize the benefits of social media on both mental and physical health.