When comparison becomes consumption: Influencer culture, materialism and financial stress
Abstract
This conceptual paper examines how upward social comparison with social media influencers may shape materialistic value orientations and contribute to status-oriented consumption behaviours with financial consequences. Drawing on social comparison theory and cultivation theory, the study develops a process framework positioning materialism as a mediating mechanism linking influencer comparison to compulsive, impulsive and conspicuous buying, which may increase financial stress. The paper synthesises the existing literature to clarify how sustained exposure to aspirational digital content recalibrates consumption norms over time. By integrating comparison processes, value formation and financial outcomes, the framework advances understanding of influencer-driven consumption and its implications for consumer well-being and responsible marketing practices. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Kaukab Abid Azhar is a PhD scholar at Universiti Kebangsaan Malaysia, focusing on influencer marketing with a special interest in education and consumer behaviour. As a passionate teacher, he actively seeks to improve learning experiences through innovative methods. Kaukab has presented his research at prestigious conferences in multiple countries, contributing to global academic discourse in his field.
Dr Che Aniza Che Wel is an associate professor at the Faculty of Economics and Management, Universiti Kebangsaan Malaysia. Specialising in marketing, customer relationship marketing, retail management and consumer behaviour, she holds a PhD in Marketing from Universiti Putra Malaysia. Dr Che Aniza has authored papers in numerous high-impact journal articles and has presented her research at prestigious conferences globally. She is recognised for her contributions to research, teaching and professional development in the field of marketing.
Dr Siti Ngayesah Ab. Hamid is a lecturer at the Faculty of Economics and Management, Universiti Kebangsaan Malaysia. She specialises in marketing, branding, Islamic marketing and consumer behaviour, with a PhD in Business Administration from International Islamic University Malaysia. Dr Siti has published extensively in high-impact journals and has received several awards for her contributions to research and academia.
