Virtual Support Communities and Psychological Well‐Being: The Role of Optimistic and Pessimistic Social Comparison Strategies

Do the beneficial or detrimental effects of CMC activity depend on the specific social comparison strategy individuals use? The present study aimed to answer this question by examining social comparison strategies, different measures of online activity within the community, and psychological well‐being of users of online breast cancer support communities. Results showed that the relationship between online activity (i.e., length of visits and frequency of posts) and psychological well‐being (i.e., breast cancer related concerns and depression) was determined by users' pessimistic social comparison strategy; downward identification influenced especially highly active users. Findings suggest that active CMC users should be careful not to become entrapped by negative social comparison processes.