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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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