Instabragging: The Impact of Flaunting Luxuries on Instagram on Evaluations of

Brands Endorsed by Influencers

Division: persuasive communication

Introduction

Instagram influencers often receive free luxury brands in the hope that they will

endorse these brands on their social media profiles. Many of these influencers like to show off

these gifts on their accounts. However, this bragging may be counterproductive because it

may negatively affect consumers’ self-esteem by inducing social comparison, leading to

protective mechanisms in which the influencer will be assessed negatively. Based on social

comparison theory (Festinger, 1954), we suggest that individuals who are exposed to a

braggart (versus a non-braggart) profile on Instagram may have a lower self-esteem because

they may feel that the influencer has a better life than they do (Chou & Edge, 2012; Lup, Trub

& Rosenthal, 2015; Smith & Kim, 2007). This lower self-esteem may activate a protective

mechanism in which the consumer turns away from the influencer by evaluating him or her

negatively (van de Ven, Zeelenberg, & Pieters 2009; Sekhon, Bickart, Trudel, & Fournier,

2015). As a result, we assume it will negatively affect attitudes toward the brand the

influencer endorses.

Method

An experimental study among a Mechanical Turk sample (N = 158, Mage = ) was used to

examine how bragging on Instagram affects female consumers’ self-esteem, as well as

influencer and brand evaluations. The study used a two (salience of bragging: low vs. high) by

two (endorsed brand: luxury vs. non-luxury brand) between-subjects experimental design.

Participants were asked to view an influencer’s Instagram account in which the salience of

bragging was manipulated, followed by the influencer’s latest Instagram post in which she

endorsed a luxury (Chanel) or non-luxury (Zara) handbag, after which they completed a

questionnaire. All constructs were measured with validated scales. A pretest (N = 95) and

manipulation check confirmed the successful manipulation of the stimuli.

Results

First, we investigated the impact of exposure to bragging on the viewers’ self-esteem. A

serial mediation analysis revealed a significant indirect effect of bragging on state self-esteem

via negative social comparison and envy (ab = -.11, SE = .05; 95% CI: = [-.22; -.02]). Second,

we investigated the impact of exposure to bragging on the influencer’s assessment. Therefore,

we first conducted a serial mediation analysis which revealed a significant indirect effect of

bragging on intention to pull down the influencer via negative social comparison and self-

esteem (ab = .11, SE = .06; 95% CI: = [.03; .25]). Next, we conducted a serial mediation

analysis which showed no significant indirect effect of bragging on influencer liking via

negative social comparison, self-esteem and intentions to pull down the influencer (ab = -.00,

SE = .01; 95% CI: = [-.02; .01]). Exposure to bragging did, however, have a strong direct

negative effect on influencer liking (c’ = -.72, SE = .19, p < .001). Third, the impact of

exposure to bragging on brand attitudes was investigated. A serial mediation analysis showed

a significant indirect effect of bragging on attitudes toward the endorsed brand via influencer

liking and attitude towards the product depicted in the Instagram post (ab = -.12, SE = .04;

95% CI: = [-.23; -.05]). Moreover, the indirect effect of bragging on attitudes toward the

endorsed brand via only influencer liking was also significant (ab = -.23, SE = .09; 95% CI: =

[-.46; -.09]). To conclude, the moderating role of brand luxury in the relationship between

exposure to bragging and product and brand attitudes was explored. A moderated serial

mediation analysis (Model 83), revealed that the moderated mediation index was significant

(ab = .12, SE = .07, 95% CI: = [.00; .28]). Only when the influencer endorsed a non-luxury

product, there was a significant negative indirect effect of exposure to bragging on attitudes

toward the endorsed brand via influencer liking and attitudes toward the product shown in the

Instagram post (ab = -.18, SE = .06, 95% CI: = [-.31; -.08]). Moreover, the indirect effect of

exposure to bragging on attitudes toward the endorsed brand via only influencer liking also

appeared to be moderated by the luxuriousness of the endorsed brand (ab = .25, SE = .15,

95% CI: = [.00; .60]).

Conclusion

To conclude, the study shows that exposure to bragging on Instagram leads to lower self-

esteem due to negative social comparison, which arouses feelings of envy. This leads

consumers to negatively evaluate the influencer. Additionally, it lowers influencer liking and

leads to more negative product and brand evaluations. However, the effects only seem to be

detrimental when the braggart promotes a non-luxury brand.

References

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lives than I am”: the impact of using Facebook on perceptions of others’

lives. Cyberpsychology, Behavior, and Social Networking, 15(2), 117–121.

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Lup, K., Trub L., & Rosenthal, L. (2015). Instagram #instasad?:

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Sekhon, T., Bickart, B., Trudel, R., & Fournier, S. (2015). Being a likable braggart: How

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van de Ven, N., Zeelenberg, M. & Pieters, R. (2009). Leveling up and down: the

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List of Figures

Fig. 1. Manipulation Stimuli

Salience of Bragging: High Salience of Bragging: Low

Salience of Bragging: High – Luxury Brand Salience of Bragging: High – Non-Luxury Brand

Salience of Bragging: Low – Luxury Brand Salience of Bragging: Low – Non-Luxury Brand

Fig. 2. Illustration of the effect of exposure to bragging on state self-esteem through negative

social comparison and envy

Fig. 3. Illustration of the effect of exposure to bragging on influencer likeability

a1 .50(.22), p = .03

a2 -.11(.17), p = .51

a3 .07(.29), p = .81

b1 .13(.07), p = .08

b2 .03(.10), p = .78

b3 -.03(.05), p = .57

d21 -.30(.06), p < .001

d31 .21(.11), p = .05

d32 -.76(.13), p < .001

c -.67 (.18), p < .001

c’ -.72 (.19), p < .001

Fig. 4. Illustration of the effect of exposure to bragging on attitude toward the product in the

Instagrampost and attitude towards the endorsed brand