Wallace, Elaine and Buil, Isabel
(2023)
Investigating trait antecedents of normative and deceptive Like-seeking on Instagram.
Personality and Individual Differences, 208 (112175).
pp. 1-6.
ISSN 0191-8869
Abstract
On Instagram, individuals proactively seek Likes for posts, as the number of Likes received is a social currency,
signalling popularity and status. However, digital status-seeking behaviours, such as Like-seeking, are also
associated with negative outcomes including health-risk behaviours. Yet little is known about traits that drive
Like-seeking. Proposing Like-seeking as a form of conspicuous consumption, we investigate materialism,
vulnerable narcissism, and self-monitoring-traits associated with conspicuous consumption-as antecedents of
Like-seeking on Instagram, distinguishing between normative Like-seeking and deceptive Like-seeking. We
explore the mediating role of Instagram intensity in the relationship between these traits and the two forms of
Like-seeking. Using a cross-sectional non-experimental design, data from a sample of 436 Instagram users in the
United States were analysed using partial least squares structural equation modeling. Results show that the traits
are directly associated with deceptive Like-seeking. Findings reveal new insights into users' Instagram intensity
as a mediating variable between materialism and self-monitoring, and both Like-seeking behaviours
| Item Type: |
Article
|
| Keywords: |
Normative and deceptive Like-seeking;
Conspicuous consumption;
Materialism;
Vulnerable narcissism;
Self-monitoring;
Instagram intensity; |
| Academic Unit: |
Faculty of Social Sciences > School of Business |
| Item ID: |
17403 |
| Identification Number: |
https://doi.org/10.1016/j.paid.2023.112175 |
| Depositing User: |
Elaine Wallace
|
| Date Deposited: |
11 Jul 2023 15:33 |
| Journal or Publication Title: |
Personality and Individual Differences |
| Publisher: |
Elsevier |
| Refereed: |
Yes |
| URI: |
|
| Use Licence: |
This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available
here |
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