Instagram paths to materialism in young people: social comparison and identification with influencers

An empirical study investigated whether Instagram use increases materialism among young people through two paths, as proposed by Kasser: feelings of insecurity and exposure to materialistic models. A total of 310 university students aged 17–26 years were surveyed, and the collected data were analysed using a Structural Equation Model. Instagram intensity was a significant predictor of materialism via social comparison (a path related to feelings of insecurity) and identification with influencers followed on Instagram (a path related to exposure to materialistic models). The proposed model sheds light on the possible mechanisms through which Instagram usage increases materialism.