A Structural Equation Modeling Approach to Social Comparison and Digital Engagement Among Iranian University Students

Document Type : Original Article

Authors

1 Assistant Professor Department of Management, Farvardin institute of higher education, Qaemshahr, Iran

2 Assistant Professor, Department of Faculty of Industrial & Technology Management, Collage of Management, University of Tehran, Tehran, Iran

3 Assistant Professor, Faculty of Governance, Collage of Management, University of Tehran

10.22091/jemsc.2026.15802.1372

Abstract

Digital engagement has become a central aspect of social interaction in online environments. However, the psychological mechanisms shaping individuals’ engagement with digital platforms remain insufficiently understood, particularly in non‑Western contexts. This study examines the role of social comparison in explaining digital engagement among university students, while also considering the influence of social influence and self‑esteem. Survey data were collected from university students in Iran, and structural equation modeling (SEM) was used to test the proposed relationships among the constructs. The findings indicate that social comparison significantly shapes patterns of digital engagement and influences how individuals interpret and respond to social information encountered on digital platforms. In addition, social influence and self‑esteem contribute to explaining variations in users’ engagement behaviors. The results provide empirical evidence on the psychological drivers of digital engagement within a cross‑cultural context and highlight the importance of evaluative social processes in online environments. This study contributes to the literature on digital behavior by offering a quantitative modeling perspective and insights from an understudied cultural setting.

Keywords

Main Subjects

References

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Journal of Engineering Management and Soft Computing

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Available Online from 01 October 2026

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