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A difference-in-differences analysis found that countries with higher SM adoption compared to their culturally similar country show an increase in achievement and conformity orientation. Next, authors manipulated SM use and established a causal link between SM use and the activation of achievement and conformity values in Facebook users. These findings were replicated with objective SM usage data, and the pertinent mechanism was explored: people\u2019s SM use increases achievement and conformity orientation through an increased need for approval, particularly for those who self-ruminate. 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