The Role of Social Media Influencers Attractiveness, Envy and Social Comparisons on Followers’ Prosocial Intentions

Social media influencers (SMIs) are powerful role models that can effectively shape followers’ intentions towards prosocial causes and contribute to social good. Drawing on social comparison theories, followers engage in upward (comparison with more advantaged others) and downward (comparison with less advantaged others) social comparisons in response to SMIs’ attractiveness, which in turn evoke emotional and motivational reactions such as envy. This study examines how SMI attractiveness triggers benign and malicious envy as the two forms of envy, and how these emotional reactions translate into prosocial intentions. Across three experimental studies, the findings confirm that feelings of envy towards SMIs can be powerful motivators for positive behaviour, effectively enhancing followers’ involvement in prosocial causes. This research highlights the significance of SMI attractiveness and the concepts of wishful identification and envy among followers, along with the subsequent impacts on prosocial behaviour and gender differences. The results yield clear theoretical and managerial implications for leveraging influences to support social causes.