TY  - EJOU
AU  - Wang, Shuqing 
AU  - Zhu, Xiaorui 
AU  - Gao, Xin 
AU  - Deng, Jialing 
AU  - Yan, Xiumei 

TI  - Self-Presentation on WeChat Moments and Ego Identity in Emerging Adults: The Role of Online Positive Feedback and Gender
T2  - International Journal of Mental Health Promotion

PY  - 2026
VL  - 28
IS  - 3
SN  - 2049-8543

AB  - <b>Background:</b> Emerging adulthood is a critical period for ego identity exploration and consolidation, and self-presentation on social media constitutes a salient online context for this developmental process. However, limited research has explored the associations between self-presentation on WeChat Moments and ego identity. This study aims to examine these associations, focusing on the mediating role of online positive feedback and the moderating role of gender. <b>Methods:</b> Using a three-wave longitudinal design, this study followed 767 Chinese college students (Mean age = 18.96 years) through cluster sampling. Participants completed self-report questionnaires assessing self-presentation on WeChat Moments, online positive feedback, and ego identity status. Data analyses were conducted using mediation modeling and multi-group structural equation modeling. <b>Results:</b> Authentic self-presentation was positively associated with identity achievement and negatively associated with identity diffusion, whereas positive self-presentation was linked to higher levels of identity foreclosure. Online positive feedback played a significant mediating role in the associations between self-presentation strategies and identity statuses, and gender differences were observed in this mediating pathway. For both males and females, authentic self-presentation was associated with higher identity achievement through online positive feedback. However, indirect associations with identity foreclosure and diffusion were observed only among females: authentic self-presentation was linked to lower levels, whereas positive self-presentation was linked to higher levels of foreclosure and diffusion through online positive feedback. No comparable indirect associations were detected among males. <b>Conclusions:</b> Online positive feedback is closely linked to self-presentation strategies and ego identity statuses, with these associations varying by gender.
KW  - Self-presentation on WeChat moments; ego identity; online positive feedback; emerging adults

DO  - 10.32604/ijmhp.2026.075412