Title: The glamorous world: how Instagram use is related to affluence estimates, materialism, and self-esteem

Authors: Yoori Hwang; Se-Hoon Jeong

Addresses: Department of Digital Media, Myongji University, 34 Geobukgol-ro, Seodaemun-gu, Seoul, 03674, South Korea ' School of Media and Communication, Korea University, 145 Anam-ro, Seongbuk-gu, Seoul, 02841, South Korea

Abstract: Based on cultivation theory, this study examined whether Instagram use is positively related to: 1) greater affluence estimates (i.e., estimates regarding the prevalence of affluence); 2) greater materialistic values, and ultimately; 3) lower self-esteem. Based on an online survey of 530 adults in Korea, this study found that Instagram use was positively related to affluence estimates and materialistic values. In addition, the results showed that Instagram use was indirectly related to lower self-esteem mediated by greater materialistic beliefs. Theoretical and practical implications of these findings are discussed.

Keywords: Instagram; cultivation theory; affluence; materialism; self-esteem.

DOI: 10.1504/IJMC.2020.109979

International Journal of Mobile Communications, 2020 Vol.18 No.5, pp.559 - 570

Received: 10 Jun 2018
Accepted: 01 Apr 2019

Published online: 30 Sep 2020 *

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