INSTAGRAM USE, MATERIALISM, AND LIFE SATISFACTION: EXPLORING THE MEDIATING ROLE OF SOCIAL COMPARISON AND CONSUMER ENGAGEMENT BEHAVIOR

Abstract

This
study examines how Instagram usage relates to materialism and life satisfaction
among young Pakistani users, addressing a gap in the literature. Drawing on
cultivation theory, the research posits that prolonged exposure to idealized
media content can shape users’ perceptions and values, motivating an
investigation of social comparison and consumer engagement as intervening
factors. It uses a quantitative cross-sectional survey design with Pakistani
young adults (roughly 18–35 years old). The total sample of study comprised 387
respondents, including 49.6% boys and 50.4% girls, indicating an almost equal
representation for both boys and girls. A structured online questionnaire
assessed demographics, Instagram use intensity, consumer engagement behavior,
social comparison tendency, materialism (using established scales), and life
satisfaction. Statistical testing includes multiple regression, bootstrapped
mediation (Hayes PROCESS), and moderation analyses. Contrary to hypotheses, the
results show that Instagram use intensity is not significantly associated with
materialism, and consumer engagement behavior has no significant direct effect
on materialism. Social comparison does not mediate the link between Instagram
use and materialism, and consumer engagement does not moderate this
relationship. In addition, materialism is not significantly related to life
satisfaction in this sample. These null findings suggest that, in this context,
the assumed cultivation effects of Instagram on material values and well-being
may be limited. Overall, the results present a nuanced view: Instagram’s
influence on consumer values and life satisfaction appears complex and
contingent on factors beyond mere usage intensity.