Abstract
The significant expansion of algorithm-driven social media platforms, particularly Instagram and TikTok, has raised growing concerns regarding their impact on young people's mental health. However, the psychological mechanisms through which problematic social media use (PSMU) contributes to depression remain insufficiently understood, particularly in non-Western contexts such as Pakistan. The present study examined whether upward social comparison and self-discrepancy sequentially mediate the relationship between PSMU and depression among Pakistani youth. Guided by Social Comparison Theory (Festinger, 1954), Self-Discrepancy Theory (Higgins, 1987), and the Cognitive Vulnerability-Stress Model, a cross-sectional quantitative survey was conducted among 377 Pakistani young adults aged 18-30 years recruited from universities, educational institutions, and community centers in Rawalpindi and Islamabad using purposive sampling. Participants completed the Bergen Social Media Addiction Scale (BSMAS; Andreassen et al., 2016), the Social Media-Adapted Iowa-Netherlands Comparison Orientation Measure (INCOM-SM; Gibbons & Buunk, 1999; adapted by Vogel et al., 2014), the Self-Discrepancy Index-Brief Version (SDI-B; Hardin & Larson, 2009), and the Sub-scale of Depression Anxiety Stress Scale (DASS-21; Lovibond & Lovibond, 1995). Findings indicated that problematic social media use was positively associated with depressive symptoms. This relationship was partially explained through increased upward social comparison and self-discrepancy, supporting the proposed serial mediation model. The findings suggest that algorithm-driven social media environments may contribute to depression by encouraging unfavorable social comparisons and widening the perceived gap between individuals' actual and ideal selves. These results advance understanding of the psychological pathways linking problematic social media use to depression and highlight the importance of digital well-being initiatives, cognitive-based interventions, and youth-focused mental health policies within the Pakistani context.