The Impact of Exquisite Content in Rednote on the Self-esteem Level with the Mediating Role of Social Comparison and the Moderating Role of Gender
Research Article
Open Access
CC BY

The Impact of Exquisite Content in Rednote on the Self-esteem Level with the Mediating Role of Social Comparison and the Moderating Role of Gender

Yingshan Deng 1* Jingyi Qiu 2, Shuxin Wei 3
1 Guangdong University of Finance
2 University of Essex
3 The Glasgow School of Art
*Corresponding author: Vincydeng3@outlook.com
Published on 3 September 2025
Volume Cover
LNEP Vol.115
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-80590-329-1
ISBN (Online): 978-1-80590-330-7
Download Cover

Abstract

In recent years, browsing exquisite content, showcasing delicate makeup, and high-quality lifestyle and consumption patterns on the rednote platform have become the new trend among teenagers. However, users' mental health might be affected by exposure to ideal images and content of the rednote. The study examines the impact of exposure to exquisite contents in the rednote on the Chinese young generation's self-esteem, social comparison as the mediating variable, and gender as the moderating variable. 209 questionnaires were collected through Wenjuanxing and WeChat. Correlation, regression, and factor analysis were applied through SPSS and Process. The results show that exposure to exquisite content, social comparison (r=0.348, p<0.001), and self-esteem (r=0.320, p<0.001) are significantly correlated. It indicates that the impact of social comparison on the self-esteem of males is more prominent than that of females. This research contributes to addressing the existing gaps in the interaction mechanism of the content of online social media, social comparison, and self-esteem with gender as the moderator. It reveals the possible pathway from the content of social media to users' self-perception and social psychology. Further, it provides suggestions in terms of the operation mechanism of the online platform, social narrative, and education for the online social media user group.

Keywords:

Social Media, Social Comparison, Self-esteem

View PDF
Deng,Y.;Qiu,J.;Wei,S. (2025). The Impact of Exquisite Content in Rednote on the Self-esteem Level with the Mediating Role of Social Comparison and the Moderating Role of Gender. Lecture Notes in Education Psychology and Public Media,115,70-83.

References

[1]. The 53rd Statistical Report on China's Internet Development Released: Internet Stimulates 'New' Momentum in Economy and Society (Big Data Observation). https: //www.cac.gov.cn/2024-03/25/c_1713038218396702.htm, last accessed 2025/06/15

[2]. 2024 Research Report on Active Users (rednote Platform). https: //www.qian-gua.com/information/detail/2898, last accessed 2025/06/22

[3]. Engeln, R., Loach, R., Imundo, M.N., & Zola, A.: Compared to Facebook, Instagram use causes more appearance comparison and lower body satisfaction in college women. Body Image 34, 38–45 (2020)

[4]. Sherlock, M., & Wagstaff, D.L.: Exploring the relationship between frequency of Instagram use, exposure to idealized images, and psychological well-being in women. Psychology of Popular Media Culture 8(4), 482–490 (2019)

[5]. QuestMobile 2024 New Media Ecosystem Review: Five Major Platforms Cover 1.071 Billion Users, Content Commercialization Enters Explosive Period. https: //www.questmobile.com.cn/research/report/1871401635281997826/, last accessed 2025/07/03

[6]. Keeping up with the e-Joneses: Do Online Social Networks Raise Social Comparisons? Luxembourg Institute of Socio-Economic Research. https: //www.jstor.org/stable/resrep15097, last accessed 2025/06/18

[7]. Verduyn, P., Ybarra, O., Résibois, M., Jonides, J., & Kross, E.: Do social network sites enhance or undermine subjective well-being? A critical review. Social Issues and Policy Review 11(1), 274–302 (2017)

[8]. Festinger, L.: A theory of social comparison processes. Human Relations 7(2), 117–140 (1954)

[9]. Rosenberg, M.: Society and the Adolescent Self-image. Princeton University Press, Princeton, NJ (1965)

[10]. Vogel, E.A., Rose, J.P., Roberts, L.R., & Eckles, K.: Social comparison, social media, and self-esteem. Psychology of Popular Media Culture 3(4), 206–222 (2014)

[11]. Shan, W.S., & Xie, Z.Y.: Study on Rednote Brand Communication and Marketing Strategy Based on 4C Theory. Journal of Changsha University 35(6), 46–51 (2021)

[12]. Li, F.: The Influence of Social Media on Self-Image Management of Female College Students. Heilongjiang University. Harbin (2024)

[13]. Wang, Y.: The Intensity of Makeup Video Usage and Appearance Anxiety. Nanchang University. Nanchang (2024)

[14]. Jia, Z.H.: Is it True that More Anxiety Was Generated by the Figure Images in Social media?—An Experimental Research on the Mediating Role of Social Comparison. Science Communication 16(15), 66–70 (2024)

[15]. Chen, X.T.: Research on the Influence of Social Media Use on College Students' Appearance Anxiety. Guangzhou Sport University. Guangzhou (2024)

[16]. den Hamer, A.H., Konijn, E.A., Plaisier, X.S., Keijer, M.G., Krabbendam, L.C., & Bushman, B.J.: The Content-based Media Exposure Scale (C-ME): Development and validation. Computers in Human Behavior 72, 549–557 (2017)

[17]. Wang, M.J., Wang, L., & Shi, J.Q.: The Reliability and Validity Test of Social Comparison Orientation Scale (Chinese Version). Chinese Mental Health Journal (5), 302–305+316 (2006)

[18]. Chen, F.F., Bi, C.Z., & Han, M.F.: The Reliability and Validity Test of Positive Self-Esteem Scale from Rosenberg (Chinese Version). Advances in Psychology 5(9), 531-535 (2015)

[19]. This is Why I Love Rednote — Reflections on Digital Leisure and Spiritual Affluence. http: //www.urbanchina.org/content/content_8582267.html, last accessed 2025/07/12

[20]. Xiaohongshu New Consumption Research Ideas and Practical Analysis Report. https: //pdf.dfcfw.com/pdf/H3_AP202203041550497712_1.pdf, last accessed 2025/06/28

[21]. Wang, H.: Relationship between self-esteem and problematic social media use amongst Chinese college students: A longitudinal study. Psychology Research and Behavior Management 17, 679–689 (2024)

[22]. Valkenburg, P.M., & Peter, J.: Online communication among adolescents: An integrated model of its attraction, opportunities, and risks. Journal of Communication 63(2), 221–243 (2013)

[23]. Saiphoo, A.N., Halevi, L.D., & Vahedi, Z.: Social networking site use and self-esteem: A meta-analytic review. Personality and Individual Differences 153, 109639 (2020)

[24]. Kling, K.C., Hyde, J.S., Showers, C.J., & Buswell, B.N.: Gender differences in self-esteem: A meta-analysis. Psychological Bulletin 125(4), 470–500 (1999)

[25]. Liu, C., Liu, Y., & Liu, X.: Gender differences in self-esteem among Chinese adolescents: The moderating role of social media use. Journal of Adolescence 89, 1–11 (2021)

[26]. Guan, W.W.: Research on Female Consumption Trends and Behaviors on Rednote Platform from the Perspective of "Her Economy". New Media Research 10(5), 41–44 (2024)

[27]. Lockwood, P., & Kunda, Z.: Superstars and me: Predicting the impact of role models on the self. Journal of Personality and Social Psychology 73(1), 91–103 (1997)

[28]. Vandenbosch, L., & Eggermont, S.: The Interrelated Roles of Mass Media and Social Media in Adolescents’ Development of an Objectified Self-Concept: A Longitudinal Study. Communication Research 43(1), 1–25 (2016)

References

[1]. The 53rd Statistical Report on China's Internet Development Released: Internet Stimulates 'New' Momentum in Economy and Society (Big Data Observation). https: //www.cac.gov.cn/2024-03/25/c_1713038218396702.htm, last accessed 2025/06/15

[2]. 2024 Research Report on Active Users (rednote Platform). https: //www.qian-gua.com/information/detail/2898, last accessed 2025/06/22

[3]. Engeln, R., Loach, R., Imundo, M.N., & Zola, A.: Compared to Facebook, Instagram use causes more appearance comparison and lower body satisfaction in college women. Body Image 34, 38–45 (2020)

[4]. Sherlock, M., & Wagstaff, D.L.: Exploring the relationship between frequency of Instagram use, exposure to idealized images, and psychological well-being in women. Psychology of Popular Media Culture 8(4), 482–490 (2019)

[5]. QuestMobile 2024 New Media Ecosystem Review: Five Major Platforms Cover 1.071 Billion Users, Content Commercialization Enters Explosive Period. https: //www.questmobile.com.cn/research/report/1871401635281997826/, last accessed 2025/07/03

[6]. Keeping up with the e-Joneses: Do Online Social Networks Raise Social Comparisons? Luxembourg Institute of Socio-Economic Research. https: //www.jstor.org/stable/resrep15097, last accessed 2025/06/18

[7]. Verduyn, P., Ybarra, O., Résibois, M., Jonides, J., & Kross, E.: Do social network sites enhance or undermine subjective well-being? A critical review. Social Issues and Policy Review 11(1), 274–302 (2017)

[8]. Festinger, L.: A theory of social comparison processes. Human Relations 7(2), 117–140 (1954)

[9]. Rosenberg, M.: Society and the Adolescent Self-image. Princeton University Press, Princeton, NJ (1965)

[10]. Vogel, E.A., Rose, J.P., Roberts, L.R., & Eckles, K.: Social comparison, social media, and self-esteem. Psychology of Popular Media Culture 3(4), 206–222 (2014)

[11]. Shan, W.S., & Xie, Z.Y.: Study on Rednote Brand Communication and Marketing Strategy Based on 4C Theory. Journal of Changsha University 35(6), 46–51 (2021)

[12]. Li, F.: The Influence of Social Media on Self-Image Management of Female College Students. Heilongjiang University. Harbin (2024)

[13]. Wang, Y.: The Intensity of Makeup Video Usage and Appearance Anxiety. Nanchang University. Nanchang (2024)

[14]. Jia, Z.H.: Is it True that More Anxiety Was Generated by the Figure Images in Social media?—An Experimental Research on the Mediating Role of Social Comparison. Science Communication 16(15), 66–70 (2024)

[15]. Chen, X.T.: Research on the Influence of Social Media Use on College Students' Appearance Anxiety. Guangzhou Sport University. Guangzhou (2024)

[16]. den Hamer, A.H., Konijn, E.A., Plaisier, X.S., Keijer, M.G., Krabbendam, L.C., & Bushman, B.J.: The Content-based Media Exposure Scale (C-ME): Development and validation. Computers in Human Behavior 72, 549–557 (2017)

[17]. Wang, M.J., Wang, L., & Shi, J.Q.: The Reliability and Validity Test of Social Comparison Orientation Scale (Chinese Version). Chinese Mental Health Journal (5), 302–305+316 (2006)

[18]. Chen, F.F., Bi, C.Z., & Han, M.F.: The Reliability and Validity Test of Positive Self-Esteem Scale from Rosenberg (Chinese Version). Advances in Psychology 5(9), 531-535 (2015)

[19]. This is Why I Love Rednote — Reflections on Digital Leisure and Spiritual Affluence. http: //www.urbanchina.org/content/content_8582267.html, last accessed 2025/07/12

[20]. Xiaohongshu New Consumption Research Ideas and Practical Analysis Report. https: //pdf.dfcfw.com/pdf/H3_AP202203041550497712_1.pdf, last accessed 2025/06/28

[21]. Wang, H.: Relationship between self-esteem and problematic social media use amongst Chinese college students: A longitudinal study. Psychology Research and Behavior Management 17, 679–689 (2024)

[22]. Valkenburg, P.M., & Peter, J.: Online communication among adolescents: An integrated model of its attraction, opportunities, and risks. Journal of Communication 63(2), 221–243 (2013)

[23]. Saiphoo, A.N., Halevi, L.D., & Vahedi, Z.: Social networking site use and self-esteem: A meta-analytic review. Personality and Individual Differences 153, 109639 (2020)

[24]. Kling, K.C., Hyde, J.S., Showers, C.J., & Buswell, B.N.: Gender differences in self-esteem: A meta-analysis. Psychological Bulletin 125(4), 470–500 (1999)

[25]. Liu, C., Liu, Y., & Liu, X.: Gender differences in self-esteem among Chinese adolescents: The moderating role of social media use. Journal of Adolescence 89, 1–11 (2021)

[26]. Guan, W.W.: Research on Female Consumption Trends and Behaviors on Rednote Platform from the Perspective of "Her Economy". New Media Research 10(5), 41–44 (2024)

[27]. Lockwood, P., & Kunda, Z.: Superstars and me: Predicting the impact of role models on the self. Journal of Personality and Social Psychology 73(1), 91–103 (1997)

[28]. Vandenbosch, L., & Eggermont, S.: The Interrelated Roles of Mass Media and Social Media in Adolescents’ Development of an Objectified Self-Concept: A Longitudinal Study. Communication Research 43(1), 1–25 (2016)

Cite this article

Deng,Y.;Qiu,J.;Wei,S. (2025). The Impact of Exquisite Content in Rednote on the Self-esteem Level with the Mediating Role of Social Comparison and the Moderating Role of Gender. Lecture Notes in Education Psychology and Public Media,115,70-83.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceeding of ICIHCS 2025 Symposium: The Dialogue Between Tradition and Innovation in Language Learning

ISBN: 978-1-80590-329-1(Print) / 978-1-80590-330-7(Online)
Editor: Heidi Gregory-Mina, Enrique Mallen
Conference website: https://2025.icihcs.org/Huntsville.html
Conference date: 17 November 2025
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.115
ISSN: 2753-7048(Print) / 2753-7056(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

For authors
For editors
For reviewers

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.