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When comparison becomes consumption: Influencer culture, materialism and financial stress

Author

Listed:
  • Azhar, Kaukab Abid

    (Faculty of Economics & Management, Universiti Kebangsaan Malaysia, Malaysia)

  • Wel, Che Aniza Che

    (Associate Professor, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia)

  • Hamid, Siti Ngayesah Ab.

    (Senior Lecturer, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia)

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/.

Suggested Citation

  • Azhar, Kaukab Abid & Wel, Che Aniza Che & Hamid, Siti Ngayesah Ab., 2026. "When comparison becomes consumption: Influencer culture, materialism and financial stress," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 10(2), pages 126-141, July.
    • Handle: RePEc:aza:jcms00:y:2026:v:10:i:2:p:126-141
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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