Receiving feedback after posting status updates on social networking sites predicts lower loneliness: A mediated moderation model.

People are increasingly relying on social networking sites (SNSs) to satisfy their needs for relatedness. However, the psychological benefits of receiving others' feedback on SNSs remain relatively understudied. To fill this research gap, the present research examined whether and how others' feedback to one's status updates on WeChat Moments (i.e. the most popular SNS in China) affects loneliness. A correlational study (N = 261) and an experimental study (N = 412) conducted among Chinese university students indicated that receiving more (vs. less) feedback in the forms of "likes" and "comments" predicted lower loneliness, and this effect was explained by a higher sense of social connectedness. However, receiving feedback only elicited higher social connectedness and thus lower loneliness among participants with high public self-consciousness, but this effect was not significant among those with low public self-consciousness. These findings extend the research on SNS use and loneliness by providing new insights into the underlying psychological mechanisms and have important practical implications for SNS developers and users in terms of how to design and use SNSs to better satisfy different users' psychological needs.