Background:　The　more　rapid　adoption　of　the　Internet　in　education　settings　has　raised　concerns　about　its　impact　on　adolescents　who　may　suffer　from　cyberbullying　victimization.　As　a　negative　life　experience,　cyberbullying　victimization　can　adversely　affect　adolescents’　mental　health.　Particularly,　it　can　lead　to　more　adolescents　developing　depression.　Based　on　this,　we　developed　and　tested　a　moderated　mediation　model　to　examine　whether　approach　and　avoidance　coping　strategies　mediate　the　relationship　between　cyberbullying　victimization　and　depression,　and　whether　this　mediating　process　was　moderated　by　face　consciousness.　Method:　This　study　used　a　cross-sectional　survey　design　with　a　sample　of　1,586　middle　school　students　from　northwestern　China,　including　782　females　(mean　age　13.76　±　1.03　years;　age　range　12–16).　Participants　completed　an　anonymous　paper-and-pencil　survey　that　assessed　their　experiences　with　cyberbullying　victimization,　approach　and　avoidance　coping　strategies,　face　consciousness,　and　depressive　symptoms.　Result:　The　findings　revealed　that　cyberbullying　victimization　(Beta　=　0.37,　SE　=　0.02,　p　＜　0.001)　was　significantly　positively　correlated　with　depression　in　adolescents.　The　avoidance　coping　strategies　(Effect　=　0.16,　p　＜　0.001),　rather　than　approach　coping　strategies,　mediate　the　relationship　between　cyberbullying　victimization　and　depression.　Additionally,　face　consciousness　(Beta　=　0.05,　t　=　2.28,　p　=　0.009)　moderated　the　mediation:　as　face　consciousness　increased,　the　impact　of　avoidance　coping　strategies　on　depression　became　stronger.　Conclusion:　These　findings　provide　valuable　insights　into　how　and　when　cyberbullying　affects　adolescent　depression,　offering　potential　guidance　for　prevention　and　intervention　strategies　aimed　at　reducing　the　impact　of　cyberbullying　on　depressive　symptoms　in　this　vulnerable　population.　©　The　Author(s)　2024.