From Persuasion to Excess: The Role of Influencer Culture, Social Media Envy, Financial Literacy in Shaping Materialism

The present research investigates the relationship between materialism and influencer culture with social media envy as a mediator and financial literacy as a moderator. Influencer culture makes one exposed to desirable lifestyles, resulting in materialism. Social comparison enhances social media envy, intensifying materialistic tendencies. Financial literacy, however, can reduce vulnerability to such effects by encouraging critical processing of consumer information. A cross-sectional study was conducted on 300 young adults through convenience sampling. Influencer culture scale, Materialistic value scale, Social media envy scale, and Financial literacy scale were used in the research. Informed consent, confidentiality, and voluntary participation were ensured. Influencer culture has a strong correlation with materialism. Social media envy partially mediates this, while financial literacy moderates it, decreasing the influence of influencer consumption. Financial literacy should be included in school curricula. Public campaigns need to promote critical social media consumption. Healthy social media and financial use interventions must be researched in the future.