“They Post, I Scroll, I Envy, I Buy”—How Social Media Influencers Shape Materialistic Values and Consumer Behavior Among Young Adults in Malaysia

Abstract

Social media influencers have made materialism more accessible and desirable, shaping how followers view success, self-worth, and consumption. This study investigates the influence of materialistic messages promoted by lifestyle influencers on their followers’ emotions, self-concept, and consumer behavior, using Symbolic Interactionism as the theoretical framework. The research addresses three key questions: motivations for follower engagement, emotional effects of materialistic content, and how such messages appear to influence purchasing decisions. Using a qualitative approach, the study focuses on 15 Malaysian young adults who actively engage with lifestyle influencers. Data were analyzed using Braun and Clarke’s thematic analysis framework. Six key themes emerged: (1) admiration and aspiration; (2) feelings of inadequacy and envy; (3) rationalization of impulsive purchases; (4) symbolic consumption and self-identity; (5) emotional ambivalence; and (6) distancing and self-regulation. The findings suggest that influencers serve not only as marketing agents but as symbolic figures whose lifestyles become templates for success and self-worth. Participants engaged with this content in emotionally complex ways, simultaneously admiring and resisting the ideals presented. Their consumption behaviors appeared to be shaped by perceived social meanings attached to material goods. The study provides implications for media literacy programs, influencer marketing practices, and platform-level interventions that consider the emotional and identity-based dimensions of materialistic consumption.

1. Introduction

In today’s digital age, social media has transformed how people perceive success, happiness, and identity [1]. Social media platforms are filled with content that glamorizes luxury lifestyles, often making material possessions synonymous with social status and personal worth [2]. The growing influence of social media influencers, who seamlessly integrate brand endorsements into their curated lives, has blurred the line between aspiration and consumerism [3]. This shift has not only changed how individuals engage with content but also sparked concerns about its impact on mental well-being [4], financial habits [5], and societal values [6,7].

Materialism is broadly understood as the importance a person places on possessions and their acquisition as a route to happiness, success, and identity [8]. It has been linked to compulsive buying [9,10], lowered well-being [11,12], and distorted self-worth [13,14], particularly when individuals associate material goods with personal value [15,16].

With the increasing influence of digital platforms, materialistic tendencies have become more visible, particularly through the activities of social media influencers [17,18]. While materialism has been a topic of extensive research [19,20,21], limited attention has been given to the qualitative aspects of how influencers contribute to the perception and experience of materialism. Most studies tend to address social media usage or advertising effects in general terms, leaving a gap in understanding the personal and identity-driven dimensions of materialism as influenced by social media influencers. This research aims to address this gap by exploring followers’ lived experiences and the deeper psychological and social implications of influencer-driven materialism.

Social media influencers on social media platforms regularly feature luxury goods, branded items, and aspirational lifestyles that encourage followers to equate material possessions with happiness and social success [22]. This portrayal seems to encourage associations between ownership of such goods and personal achievement or societal validation [23]. While many existing studies on influencer marketing and materialism rely on quantitative methods [24,25,26], these approaches often overlook the symbolic, emotional, and identity-related processes through which materialistic values are internalized. This study builds on that foundation by exploring how materialism is experienced in digital contexts, particularly through symbolic interactions with influencer content, and how meanings of success, worth, and identity are negotiated in that process.

This study explores how social media influencers appear to shape materialistic values among young adults in Malaysia. Asking the “how” question is a deliberate theoretical choice. Much of the existing literature in this area focuses on what effects influencers have, typically through quantitative measures of purchasing behavior, attitudes, or social media usage. However, these approaches often overlook the symbolic, emotional, and identity-related processes through which materialistic values are internalized. The decision to study how influencers shape materialism is grounded in Symbolic Interactionism, which focuses on the meanings individuals attach to symbols through social interaction. In this case, influencer content serves as a symbolic resource—followers do not merely respond to content behaviorally, but interpret and negotiate the meanings of success, self-worth, and identity embedded in materialistic displays.

The findings from the study offer value beyond academic theory: they can inform how media literacy programs are designed, how influencers approach content creation, and how platforms and policymakers understand the emotional impact of digital consumer culture on youth. In a landscape dominated by metrics and behavioral predictions, this study centers lived experience, providing context that numbers alone cannot explain.

Malaysia presents a meaningful context for studying influencer-driven materialism due to its high social media usage, growing consumer economy, and digitally active youth population [27]. As a collectivist society, material success is often tied to social recognition and family status, making materialism a socially anchored experience rather than purely individual [28]. Compared to individualist cultures like the U.S. or Germany, where consumption is more self-expressive, Malaysian young adults may engage with influencer content in ways that reflect community values and social positioning. While these cultural differences may limit generalizability, they also offer insight into how global influencer culture is interpreted within a specific local framework.

Young adults were selected not just because they are highly active on social media, but because this developmental stage is marked by identity exploration and social comparison [29]. Theoretically, Symbolic Interactionism highlights that identity is constructed through repeated interactions and the interpretation of social symbols, making young adults a relevant population for examining how meanings around material possessions are formed. Their openness to influence and ongoing identity negotiation make them a theoretically appropriate group for exploring how influencer-driven materialism is experienced, interpreted, and sometimes resisted.

2. Literature Review

2.1. Theoretical Framework

Symbolic Interactionism is a sociological theory that explores how society is created and maintained through repeated, meaningful interactions among individuals [30]. Originating from the work of George Herbert Mead and developed further by Herbert Blumer, this theory emphasizes the interpretive processes individuals engage in to understand their social world [31]. Blumer articulated three core premises of the theory: (1) individuals act toward things based on the meanings these things hold for them, (2) meanings arise through social interaction, and (3) these meanings are constantly modified through interpretation in social contexts [32].

At its core, Symbolic Interactionism posits that individuals construct and derive meanings through interactions with others and their environment [33]. These interactions are mediated by symbols—words, gestures, and objects—that carry shared meanings. The theory views society as a dynamic construct, shaped by these ongoing interpretive acts rather than static structural elements. It provides a framework to analyze how individuals and groups create and sustain social realities through symbolic communication. Key variables or dimensions in Symbolic Interactionism include:

• Meaning: The significance individuals ascribe to symbols and objects in their social interactions.
• Language: The primary tool through which symbols are communicated and meanings are shared.
• Interpretation: The process of making sense of interactions, which is central to understanding behaviors and relationships.

Symbolic Interactionism links to materialism by explaining how material possessions become symbols that individuals use to construct and communicate their identities. In the context of social media, influencers act as powerful agents in assigning meanings to luxury goods and branded items, portraying them as markers of success, social status, and self-worth. Followers engage with these symbols through interactions such as likes, comments, and purchases, internalizing the idea that material possessions reflect personal value and societal acceptance. This interpretive process aligns with the theory’s premise that meanings are socially constructed and constantly reshaped through interaction, making it a suitable lens for understanding the social and symbolic dynamics of materialism in a digital age.

Social media influencers, through their curated posts, attach symbolic value to these possessions, presenting them as markers of identity, success, and social belonging. Followers interpret these symbols in the context of their own social interactions and aspirations, seeking to align their behavior with the meanings they perceive. For example, liking or purchasing an endorsed product becomes an interaction that reinforces the symbolic value of the possession, allowing followers to express or negotiate their self-concept.

Emotional responses such as admiration or envy further deepen this interpretive process, as followers compare their own lives with the idealized representations presented by influencers. Through these interactions, the theory explains how materialistic content drives consumer behavior, not merely as an economic decision but as a social act of meaning-making, where possessions signify personal worth and societal acceptance. Symbolic Interactionism, therefore, allows this study to explore the dynamic interplay between influencer content, followers’ interpretations, and their resulting materialistic behaviors.

Symbolic Interactionism shapes both the design and focus of this qualitative study. Rather than aiming to predict outcomes, this theory explains how individuals create meaning through shared symbols and everyday interactions. In this context, influencer-promoted material possessions are not just objects—they are social symbols tied to identity, status, and success. The study examines how followers interpret these symbols and how their meanings influence emotions, choices, and self-perception. A qualitative approach is well suited to this purpose, as it allows for a deeper understanding of how people experience and respond to symbolic content in real-life settings—something that structured models may not fully capture.

The primary objective of this study is to understand how social media influencers influence materialistic values among their followers by understanding their engagement, emotional responses, and consumer behavior. These research questions are conceptually grounded in Symbolic Interactionism, which views materialism as a socially constructed experience shaped through symbolic exchanges. The framework guides the inquiry into how meanings around success, identity, and consumption are formed through interactions with influencer content.

• What motivates followers to engage with social media influencers who promote materialistic content?
• What emotional effects do materialistic messages from influencers have on their followers?
• How does exposure to influencer-driven materialistic messages shape followers’ consumer behavior?

Figure 1 illustrates how Symbolic Interactionism structures the study by framing the symbolic and interpretive processes underlying each research question.

2.2. Materialism

Materialism is the belief that material possessions are essential for achieving happiness and satisfaction [34,35]. It is often defined as an excessive preoccupation with acquiring or consuming material goods, which commonly includes a desire for wealth or status [36]. Consumers who have strong materialist values typically place a greater emphasis on buying new products and accumulating possessions than those who do not exhibit such tendencies [37]. Materialistic consumers may also be more likely to engage in impulsive shopping behavior and make decisions based solely on the perceived utility of a product rather than its actual value [38]. Additionally, they may tend to buy more items than they actually need or can afford, creating problems of overconsumption and debt [39].

A previous study investigated the underlying sociopsychological motives that drive consumers to follow social media influencers on Instagram [25]. The study identified four primary motivations: authenticity, consumerism, creative inspiration, and envy. Materialism emerged as a significant factor influencing these motivations, with certain motives mediating the relationship between materialism and purchasing behavior. While this study identifies emotional effects like envy, it overlooked how followers make sense of these emotions over time. There is a gap in understanding the emotional ambivalence, coping, or rationalization processes followers use when consuming idealized content.

In another study, researchers explored the growing aspiration among young people to become social media influencers and developed a reliable self-report scale to measure this desire [40]. Their study identified several key psychological factors that predict the desire to be a social media influencer, including a strong desire for materialistic values. These studies illustrate how materialism not only influences how people interact with influencers but also drives the desire to become part of the influencer culture, demonstrating the pervasive impact of materialism within the social media landscape.

This study offered insight into why followers engage with influencer content, particularly through the lens of aspiration and validation. However, there is limited understanding of how such engagement is experienced symbolically, especially in terms of how followers interpret influencers as models of success or identity.

While existing research has extensively explored materialism as a driver of consumer behavior [9,12,19,35], most studies focus on its impact through quantitative measures, overlooking how individuals interpret and emotionally respond to materialistic messages in everyday life. Although prior research connects materialism to buying behaviors, it rarely explores how followers symbolically attach identity-related meanings to influencer-promoted purchases. This study extends the conversation by looking at consumption as a form of self-expression and social alignment.

While quantitative studies have yielded valuable findings on materialism, particularly its links to behavior, well-being, and attitudes, they often focus on outcomes rather than how individuals interpret and emotionally engage with materialistic content. This study does not seek to replace or diminish such work but instead adds to the literature by capturing how materialism is personally experienced. A qualitative approach is best suited for exploring symbolic and emotional processes, allowing for a deeper understanding of how meanings around success, status, and self-worth are shaped through social media interactions.

3. Research Methodology

This study employs a qualitative approach, focusing on lifestyle influencers and their followers to examine how materialistic values are shaped through social media interactions. Lifestyle influencers were chosen because their content often centers around luxury goods, branded items, and aspirational lifestyles, which makes them key figures in promoting materialistic ideals [41]. Their ability to create relatable yet aspirational narratives fosters a strong connection with their followers, providing a relevant and focused context for this study.

3.1. Population, Participant Selection, and Recruitment

The population for this study comprises Malaysian young adults aged 18 to 25 who actively follow lifestyle influencers on social media. This demographic was chosen because young adults in Malaysia are highly active on social media platforms [27] and are particularly susceptible to materialistic messages promoted by influencers. A purposive sampling method was employed to identify participants from fan pages, follower groups, and discussion forums associated with the ten most-followed lifestyle influencers in Malaysia.

These influencers were identified using a curated list obtained from a leading influencer marketing agency, ensuring the inclusion of individuals with strong audience engagement and high visibility. Active contributors within these communities—identified through frequent commenting, participation in polls, and discussions on promoted products—were contacted via direct messages and invited to participate in the study. To refine the pool further, individuals expressing interest in participation were administered a structured questionnaire.

This questionnaire included the Material Values Scale (MVS), adapted from [35] to assess their personal materialistic tendencies, and the same scale to evaluate whether they perceived their followed influencers as materialistic. It assessed three dimensions: centrality of material possessions, the role of possessions in achieving happiness, and the view of possessions as a measure of success. Participants rated statements on a 5-point Likert scale (from strongly disagree to strongly agree). The same scale was also used to assess how materialistic they perceived their most-followed influencer to be. Individuals were shortlisted based on scoring above the median on both personal materialism and perceived influencer materialism, ensuring alignment between follower tendencies and the influencer content under investigation.

Participants were incentivized to complete the questionnaire with the offer of a course pack on influencer marketing and a one-hour free session with a trainer specializing in influencer marketing for those selected for interviews. This approach resulted in 73 valid responses. From these, 22 participants were shortlisted based on their materialism scores and alignment with the study criteria. Of these, 7 individuals did not attend the scheduled interviews, leaving a final sample of 15 participants.

3.2. Data Collection Process

The primary method of data collection for this study was semi-structured online interviews conducted with followers of lifestyle influencers. This method was chosen to allow participants to share their personal experiences and interpretations of materialistic messages in an open yet guided manner, ensuring that key areas of interest were covered while allowing for the emergence of unanticipated insights.

Before the interviews, shortlisted participants were provided with a detailed information sheet explaining the study’s purpose, confidentiality measures, and their rights as participants. They were also sent a consent form to ensure ethical compliance. The interviews were scheduled based on participants’ availability and conducted via Zoom video calls to maintain flexibility and convenience for both parties.

The interviews were semi-structured, lasting between 45 min to an hour, and guided by a set of predetermined questions linked to the study’s objectives. To ensure the richness of the data, the interviews were video-recorded with participants’ consent, allowing for accurate transcription and detailed analysis. Notes were also taken during the interviews to capture non-verbal cues or immediate impressions. The interviews were conducted in English; therefore, no translation was required.

After each interview, the recordings were transcribed verbatim and uploaded into NVivo, a qualitative data analysis software, to facilitate systematic coding and theme identification. Transcriptions were reviewed by participants upon request to ensure accuracy and clarity. Reflexive notes were maintained by the researcher to document impressions, potential biases, and emerging themes during the data collection phase.

The semi-structured interview guide was designed based on the study’s theoretical framework and research questions. While participants were encouraged to speak freely, the interviews were guided by core prompts such as:

• “Can you describe why you follow this particular influencer?”
• “How do you feel when you see them post about luxury items or branded products?”
• “Have you ever bought something because they recommended it? What was that experience like?”
• “Do you think their lifestyle influences how you see success or how you define yourself?”

3.3. Data Analysis Procedures

The primary coding was conducted by the lead researcher, who was trained in qualitative analysis and familiar with Braun and Clarke’s thematic approach. An inductive coding strategy was used in NVivo 12, with two complete rounds of coding across all transcripts. In the first cycle, broad codes were assigned to meaningful text segments without pre-defined categories. In the second cycle, these initial codes were refined and grouped into emerging conceptual categories. Reflexive memos were maintained throughout the process to ensure consistency and transparency in theme development. Although coding was performed by a single researcher, peer debriefing was conducted with a senior qualitative researcher at two stages—during initial code review and final theme naming—to enhance rigor and reduce interpretive bias.

Thematic analysis was employed to analyze the data collected from the semi-structured interviews. This method was selected due to its flexibility and suitability for studies grounded in a theoretical framework like Symbolic Interactionism. The goal was not to generate a new theory but to interpret patterns of meaning related to materialism, identity, and emotional responses as experienced by participants.

The analysis followed these phases:

• Familiarization—Interview recordings were transcribed verbatim and read multiple times for immersion in the data.
• Initial coding—Two rounds of inductive coding were conducted. Codes were assigned to meaningful segments of the text without imposing pre-set categories. NVivo 12 software was used to assist in managing and organizing data.
• Searching for categories—Similar codes were grouped into broader conceptual categories reflecting patterns in how participants talked about influencers, emotions, materialistic values, and self-perception.
• Theme development—Categories were refined into overarching themes based on recurring meanings and symbolic interpretations across participants. While the final themes corresponded with the research questions, they were not pre-imposed; rather, they reflected how participants themselves described their experiences, in line with the theoretical lens.
• Reviewing themes—Themes were reviewed to ensure they accurately captured the coded data and aligned with the full dataset. Disconfirming data and contrasting views were also considered during theme refinement.
• Defining and naming themes—Final themes were labeled in ways that captured the symbolic and emotional processes discussed by participants.

Although the final themes mirrored the structure of the research questions, this was not the result of deductive coding. Instead, the open-ended nature of the interviews, informed by Symbolic Interactionism, elicited narratives that directly addressed how followers interpret, internalize, and respond to materialistic influencer content. The alignment reflects the way meaning was naturally constructed by participants during the interviews.

Saturation was monitored throughout the interview process by reviewing codes and emerging themes after each round of transcripts. New interviews were evaluated to assess whether they introduced novel insights or simply reinforced existing patterns. After 13 interviews, no new themes were emerging, and the final two interviews confirmed thematic consistency. As such, saturation was considered achieved after 15 participants, which is consistent with guidance for small, in-depth qualitative studies focused on meaning-making and interpretive depth [42].

To ensure analytical rigor, two independent coders were involved in the entire coding process. Both coders separately conducted initial coding of all 15 interview transcripts using Braun and Clarke’s thematic analysis framework. Following independent coding, the results were compared, and any discrepancies were discussed collaboratively to reach agreement on code meanings and thematic categorization. This process helped refine theme boundaries and enhanced the consistency and credibility of the findings. A detailed comparison of selected coding outcomes and their resolution is provided in Appendix A.

4. Findings and Discussion

4.1. Participants’ Profile

Table 1. Participants’ profiles.

Coded Name	Age	Gender	Favorite Lifestyle Influencer	Geographic Area	Race	Total Interview Time (Minutes)
P1	24	Female	Jessica Chaw	Urban	Chinese	55
P2	21	Male	Syahmi Sazli	Urban	Malay	48
P3	19	Female	Liyamaisarah	Suburban	Malay	62
P4	20	Female	Betty Rahmad	Suburban	Malay	50
P5	19	Male	Yana Strawberry	Rural	Malay	40
P6	22	Female	Christinna Kuan	Urban	Chinese	65
P7	25	Female	Eyna Nan	Suburban	Malay	47
P8	21	Female	Jane Chuck	Urban	Chinese	58
P9	23	Male	Danny Luxe	Urban	Indian	52
P10	21	Female	Qiu Wen	Urban	Chinese	59
P11	20	Female	Mia Chai	Suburban	Chinese	45
P12	20	Male	Aedy Ashraf	Urban	Malay	66
P13	24	Female	Huisun Pang	Urban	Chinese	54
P14	19	Female	Sara Aspire	Urban	Malay	57
P15	21	Female	Amy Travelogue	Suburban	Indian	53

provides an overview of the 15 participants interviewed for this study. The final sample included a diverse range of participants in terms of age (19–25), gender (9 females, 6 males), ethnicity (Malay, Chinese, Indian), and geographic location (urban, suburban, and rural areas). These demographic variables reflect the broader diversity of Malaysian youth who actively engage with social media influencers. Participants also reported following a variety of prominent lifestyle influencers, covering fashion, beauty, travel, and personal branding niches. Each participant was asked to identify their favorite lifestyle influencer during the interviews, leading to the inclusion of prominent names such as Jessica Chaw, Syahmi Sazli, and Jane Chuck.

While the sample size is intentionally small due to the qualitative and interpretive nature of the study, efforts were made to ensure that participants represented different demographic and consumption profiles to enhance the relevance and transferability of findings.

4.2. Themes and Subthemes

The analysis of the research questions revealed key themes and subthemes that illustrate how followers engage with materialistic content promoted by social media influencers. These themes shed light on the aspirational, emotional, and behavioral dimensions of this interaction, highlighting the ways influencers influence perceptions of success, identity, and consumer habits. Each theme captures a unique aspect of followers’ experiences, from the allure of aspirational lifestyles to the emotional conflicts they navigate and the impact on their purchasing decisions. A summary of themes and sub-themes identified from the semi-structured interviews is presented in

Table 2. Themes and sub-themes.

Research Question	Theme	Subtheme	Description
What motivates followers to engage with social media influencers who promote materialistic content?	Aspirational Symbolism	Materialism as a Benchmark for Success	Influencers’ luxury possessions are seen as indicators of achievement.
		Emotional Resonance with Freedom and Abundance	Influencers evoke admiration for a life perceived as unrestricted and fulfilling.
		Perceived Accessibility of Luxury	Influencers make luxury seem attainable, bridging fantasy and reality.
	Social Validation	Validation of Personal Choices	Followers feel validated when influencers endorse relatable products or lifestyles.
		Reinforcement of Social Connection	Engagement with influencers helps followers feel part of a social trend.
		Comparison and Self-Reflection	Followers compare themselves to influencers’ idealized standards, influencing self-perception.
What emotional effects do materialistic messages from influencers have on their followers?	Ambivalence in Emotional Responses	Emotional Polarization	Followers experience conflicting emotions of admiration and envy.
		Normalization of Materialism	Repeated exposure to luxury makes materialism feel essential yet unattainable.
		Desensitization to Content	Some followers treat content as entertainment with minimal emotional impact.
	Envy and Dissatisfaction	Triggered Aspirations	Feelings of envy motivate followers to work toward personal goals.
		Acknowledged Disparity	Recognizing gaps between their lives and influencers’ leads to dissatisfaction.
		Rationalized Acceptance	Followers rationalize influencers’ lifestyles as unattainable and focus on entertainment value.
How does exposure to influencer-driven materialistic messages shape followers’ consumer behavior?	Shifts in Purchasing Decisions	Impulse Purchases	Followers make spontaneous purchases inspired by influencers.
		Strategic Investments	Followers view high-value items as aspirational investments.
		Trial and Error with Promoted Products	Followers experiment with influencer-promoted items with varying satisfaction.
	Influence on Self-Concept and Identity	Reinforcement of Social Identity	Followers align with influencer-endorsed brands to project a societal identity.
		Identity Through Consumption	Promoted possessions are seen as extensions of personality and self-expression.
		Erosion of Authentic Self	Over-reliance on influencers creates tension between personal and external preferences.

.

4.2.1. Aspirational Symbolism

This theme highlights how influencers play a significant role in shaping followers’ aspirations and perceptions of success. Through their content, they create a powerful narrative that ties materialism to personal achievement, emotional fulfilment, and the possibility of attaining luxury, thereby influencing followers’ attitudes and behaviors in significant ways. Their content often resonates deeply with followers, shaping perceptions of what it means to lead a successful and fulfilling life. Three subthemes within this theme emerged from the interviews.

Subtheme 1.1: Materialism as a Benchmark for Success

Followers frequently equate influencers’ material possessions with indicators of social and personal achievement. Luxury items, such as designer handbags or high-end gadgets, are perceived as tangible evidence of hard work, success, and social recognition. Lifestyle influencers often showcase these possessions, which create a narrative that links material wealth with happiness and achievement.

“When Liya (lifestyle influencer) posts her luxury hauls, I feel like she’s showing what’s possible when you’ve worked hard and earned your place in the world.”

—P11

“He doesn’t just show off his latest cars; they show a story where success and happiness look like.”

—P13

“Their possessions symbolize their achievements, which is inspiring in a way.”

—P2

Subtheme 1.2: Emotional Resonance with Freedom and Abundance

The subtheme of emotional resonance with freedom and abundance emerges because influencers craft a reality that goes beyond showcasing material possessions. Their content taps into a universal yearning for lives that feel unburdened by everyday challenges such as financial stress, time constraints, or societal expectations. The aspirational storytelling connects deeply with followers, offering them a vision of life where constraints are replaced by opportunities and indulgence.

“She makes it look like there’s no stress in her life, just endless opportunities to enjoy everything the world has to offer.”

—P11

“His life feels like a story where the usual struggles don’t exist, just joy and freedom—who wouldn’t want that?”

—P6

Subtheme 1.3: Perceived Accessibility of Luxury

The subtheme of perceived accessibility of luxury emerges because lifestyle influencers often present their material possessions and lifestyles as attainable through relatable narratives. Rather than positioning luxury as an exclusive privilege, they frame it as something achievable with effort, strategy, or savvy consumerism. This portrayal resonates with followers who might not ordinarily see themselves as part of the luxury consumer base. These influencers create a sense of proximity to wealth by sharing discount codes, discussing “affordable” luxury, or attributing their success to hard work, making the gap between aspiration and reality seem smaller. This perceived accessibility transforms luxury into an inspiring goal rather than an unreachable dream.

“Her content make luxury feel closer, like it’s not just for the ultra-rich but for anyone who dares to dream big enough.”

—P12

“Seeing her mix high-end and budget-friendly items makes it seem like living that lifestyle is actually manageable.”

—P8

4.2.2. Social Validation

Social validation emerges as a key motivator for followers’ engagement with influencers, reflecting the human desire for affirmation, belonging, and self-identity. Influencers provide a mirror for followers to see their choices, aspirations, and values reflected back, creating a sense of connection and validation. This theme captures how followers seek affirmation of their preferences, align themselves with broader social trends, and engage in self-reflection when comparing their lives to the curated standards set by influencers.

Subtheme 2.1: Validation of Personal Choices

Followers feel a sense of reassurance and affirmation when influencers endorse products or lifestyles that align with their own choices. Seeing influencers promote similar items, habits, or values reinforces the idea that their decisions are desirable and socially acceptable. This alignment helps followers feel confident about their preferences and choices.

“Seeing him endorse the same workout routine I follow makes me feel like I’m on the right track.”

—P1

“I don’t always agree with everything Chaw (Influencer) promotes, but when the choices line up with mine, it feels like a subtle nod of approval for my lifestyle.”

—P12

However, this validation is not always passive. Followers actively seek out influencers whose values and habits align with their own, using these endorsements as a benchmark for self-assessment. The act of mirroring influencers’ choices can make followers feel like they are part of an in-group that understands and appreciates similar priorities. This perceived alignment with influencers’ lifestyles helps followers reinforce their sense of self, affirm their decisions, and, in some cases, even adopt new practices that align with their evolving identity.

“Sometimes, it’s not even about the product—it’s about seeing someone with a platform making the same choices as me, like using second-hand fashion.”

—P15

“It’s funny how when he endorsed that local coffee brand I’ve been drinking for ages, my friends suddenly thought I had great taste!”

—P7

Subtheme 2.2: Reinforcement of Social Connection

Engagement with lifestyle influencers creates a sense of belonging for followers by connecting them to a community that shares similar aspirations, often centered on materialistic values. When followers see others engaging with the same influencers or products, it validates their interest in these material possessions and lifestyles. This sense of connection builds a collective identity around the consumption of certain goods, making materialistic aspirations feel more communal and socially acceptable. This perceived closeness reinforces the idea that participating in these trends, through purchases or engagement, connects them to a broader, socially valued movement rooted in material success.

“Seeing others talk about buying the same things she promotes makes me feel less guilty for wanting them—it’s like everyone agrees it’s worth it.”

—P13

“Even though I can’t afford most of what they promote, seeing so many people desire it makes me feel like I’m not alone in wanting more.”

—P3

“There is this vibe (on the group) that buying these products is what everyone should aim for.”

—P5

Subtheme 2.3: Comparison and Self-Reflection

Materialistic content shared by lifestyle influencers often prompts followers to compare their own lives to the idealized, possession-driven lifestyles they see online. These comparisons frequently focus on material success—luxury items, lavish experiences, and curated aesthetics—that influencers portray as symbols of achievement. This self-reflection is not just about evaluating what they have but also about questioning their goals and values in the context of material possessions. While some followers feel inspired to align their aspirations with the perceived symbols of success, others become critical of the societal pressures that equate worth with material wealth.

“I can’t help but wonder if I’m failing because I can’t afford those things.”

—P2

“Her life makes me think about what success looks like—do I need all that stuff to feel like I’ve made it?”

—P14

“The content makes me realize how much I equate possessions with success, and it’s a tough cycle to break.”

—P6

4.2.3. Ambivalence in Emotional Responses

The emotional impact of materialistic messages from influencers often leaves followers torn between admiration and frustration. Influencers showcase lives filled with luxury and success, which can inspire followers to dream of a similar lifestyle. At the same time, these posts can evoke feelings of envy or inadequacy when followers feel they cannot achieve the same. This emotional tug-of-war reflects the complicated relationship followers have with influencer-driven materialism, where aspirations often clash with reality.

Subtheme 3.1: Emotional Polarization

Followers experience a mix of emotions when engaging with materialistic content. Posts filled with luxury and success can inspire followers to aim higher or work harder. However, these same posts can also highlight personal limitations, leaving some followers feeling frustrated or envious. This combination of inspiration and self-doubt illustrates the emotional complexity of following influencers.

“I love seeing all the amazing things they have, but it’s hard not to feel like I’m missing out.”

—P10

“It’s great to see what’s possible, but it’s tough when you know you’ll probably never have it.”

—P3

“Some days I admire them, and other days it’s hard not to feel a little jealous.”

—P2

Subtheme 3.2: Normalization of Materialism

The constant portrayal of luxury in influencer content gradually redefines what followers perceive as normal. High-end items, once seen as exclusive or aspirational, become everyday necessities in the curated lives of influencers. This exposure influences followers to equate material possessions with a successful or fulfilled life. For some, this normalization serves as a motivator, pushing them to strive for similar lifestyles. However, for others, it creates a sense of inadequacy and pressure to meet unattainable standards.

“It’s crazy how scrolling through their feeds makes luxury seem like it’s no longer a privilege but an expectation.”

—P8

“It’s obvious they’re paid to promote these brands, but it still makes you question if your life is lacking because you can’t keep up.”

—P4

“It still creates this false sense that everyone can afford it.”

—P1

“It pushes me to set bigger goals—if she can have that lifestyle, why can’t I?”

—P11

Subtheme 3.3: Desensitization to Content

Repeated exposure to influencer-driven materialism often dulls its initial emotional impact, leading followers to adopt a more detached perspective. What begins as fascination or longing for the portrayed lifestyle gradually evolves into a sense of indifference. Many followers acknowledge that influencers are simply performing a role, curating content that aligns with brand partnerships and audience expectations. This understanding allows them to disengage emotionally, viewing the posts as entertainment rather than aspirations. For some, desensitization serves as a protective mechanism, helping them avoid feelings of inadequacy or frustration in the face of unattainable luxury.

“Over time, I realized it’s all staged, and now I just scroll past without much thought.”

—P6

“I watch her content for fun now, like a reality show—I don’t take it seriously or feel pressured by it.”

—P3

“I’ve stopped feeling anything when I see his profile—it’s just part of my feed, like ads or memes.”

—P1

“It’s entertaining to watch, but I don’t let it shape my thoughts or goals anymore.”

—P12

“I’ve learned to enjoy the content without feeling the need to compare—it’s their reality, not mine.”

—P15

4.2.4. Envy and Dissatisfaction

This theme focuses on the mixed emotions followers experience when engaging with influencers’ content that portrays material success. Many followers feel inspired by the luxurious lifestyles on display, but also struggle with feelings of envy or frustration when comparing their realities to what they see online. Influencers often present a curated image of happiness and achievement tied to luxury, leaving followers to question why such opportunities feel out of reach for them. These feelings reflect a tension between admiration for the influencer’s life and dissatisfaction with their own circumstances. While some followers turn these emotions into motivation to improve their own lives, others find it harder to process the gap. They may acknowledge that the influencers’ lives are different, yet they still feel a sense of unfairness or longing. A portion of followers detaches emotionally, seeing influencer content as a performance rather than an authentic reflection of reality. This detachment helps them enjoy the aspirational aspects of the content without letting it affect their self-esteem.

Subtheme 4.1: Triggered Aspirations

Feelings of envy, often triggered by influencers’ curated portrayals of material success, motivate followers to set personal goals and pursue self-improvement. Rather than dwelling on what they lack, followers channel their emotions into striving for similar achievements, such as financial growth or lifestyle upgrades. Influencers become symbols of possibility, transforming envy into a constructive force that aligns followers’ ambitions with materialistic aspirations.

“I can’t ignore the envy, but it fuels my desire to work toward my version of success.”

—P9

“I see her traveling first-class and wearing designer clothes, and it makes me wonder if I’ll ever get to that point.”

—P4

“It also makes me think, ‘If he can do it, why can’t I?’”

—P13

“She’s always posting about her lavish lifestyle, and while it’s frustrating to see, it does make me think about how I can improve my own situation.”

—P2

Subtheme 4.2: Acknowledged Disparity

This subtheme reflects followers’ recognition that the lifestyles portrayed by influencers are far removed from their own realities. While they understand the vast differences in financial standing and opportunities, this acknowledgment does not fully shield them from feelings of frustration or yearning. The inability to bridge this gap often leaves followers caught between admiration and a quiet resentment. Despite accepting the disparity, many followers still question why they cannot access the same level of material comfort or luxury, leading to an internal conflict that is difficult to resolve.

“It’s clear his life is in a completely different league, but that doesn’t stop me from wishing I could afford just one of the things he casually shows off.”

—P10

“I know it’s not realistic for me to own what they have, but sometimes it feels unfair seeing how easily they seem to have it all.”

—P8

“I’d love to shop like them, but my bank account says, ‘Just window-shop, buddy.’”

—P1

Subtheme 4.3: Rationalized Acceptance

Some followers consciously detach themselves from the idealized content, choosing to view it as a curated performance rather than a realistic portrayal of life. This detachment not only helps followers maintain their emotional balance but also allows them to enjoy the aspirational aspects of influencer content without self-comparison. They learn to separate the influencer’s curated perfection from the realities of everyday life, reframing their engagement as a passive activity rather than an aspirational pursuit. For many, this acceptance is a way to protect their sense of self-worth and focus on their own achievable goals instead of chasing an unattainable standard.

“Their lifestyle isn’t realistic for me, so I just enjoy the content without taking it too seriously.”

—P14

“I treat their posts like a movie—it’s entertaining, but I know it’s not real life.”

—P3

“I’ve stopped comparing myself because I realized she has a whole team making them look that good.”

—P5

4.2.5. Shifts in Purchasing Decisions

This theme explores how influencers’ content directly impacts followers’ consumer behavior, particularly their decision-making processes. The appeal of influencer-endorsed products often leads to spontaneous purchases, as followers are drawn in by the emotional connection influencers create with their recommendations. These impulse buys, however, often leave followers reflecting on whether their purchases were genuinely necessary or simply a reaction to the allure of influencer content. For some followers, influencer promotions also shape their perception of luxury or high-value items as worthwhile investments. Instead of viewing these products as mere indulgences, followers see them as symbols of status and quality, worth saving for and aspiring to own. Others take a more experimental approach, trying out products based on influencers’ endorsements.

Subtheme 5.1: Impulse Purchases

Impulse purchases are a common reaction to influencer content, with followers often drawn into the allure of the products being showcased. The curated nature of influencer posts, combined with persuasive storytelling, creates a sense of urgency or desire that can lead followers to make unplanned purchases. The perceived exclusivity or trendiness of the items adds to the pressure to buy, leaving followers feeling they might miss out if they don’t act quickly. However, the aftermath of these purchases often brings mixed emotions. While some followers feel excitement or pride in owning a product associated with their favorite influencer, others experience regret or disappointment, realizing that the purchase was not as necessary or fulfilling as it seemed.

“I saw her post about the bag, and within minutes, I was checking out online—I didn’t even think if I really needed it.”

—P6

“I love the rush of getting something they recommend, but the excitement fades so quickly, it’s almost disappointing.”

—P7

“It’s that fear of missing out—they make it seem like the product is so exclusive that you can’t wait to buy it.”

—P12

“Honestly, I bought the gadget he was raving about, but now it’s just sitting in a drawer—completely unnecessary.”

—P11

“I gave in to the pressure and bought that designer perfume she posted, but now I’m stuck wondering if it was worth the price.”

—P10

Subtheme 5.2: Strategic Investments

Followers often perceive high-value items promoted by influencers as more than just indulgent purchases. Influencers’ endorsements create a narrative that positions these items as symbols of success and long-term value, prompting followers to view them as aspirational investments. This perspective encourages followers to prioritize saving or planning for such purchases, aligning their consumption with the influencers’ portrayal of quality and exclusivity.

“Her posts made me realize that spending on quality skincare is worth it in the long run—I see it as self-care now.”

—P2

“Their posts changed how I shop—I focus on long-term value now, even if it means fewer but better items.”

—P9

“He convinced me that a premium coffee machine is an investment in my daily happiness—it’s hard to argue with that logic.”

—P15

Subtheme 5.3: Trial and Error with Promoted Products

Experimentation with influencer-promoted items is a common behavior among followers, driven by curiosity or the appeal of the influencer’s endorsement. Influencers often present products in a way that highlights their benefits, creating a sense of trust and reliability. This leads followers to try out items they might not have considered otherwise.

“I saw her using that face serum and thought, ‘Why not?’”

—P12

“I gave the fitness plan she endorsed a shot, hoping for quick results, but it wasn’t as effective as promised.”

—P2

“It looked so easy to use in his video, I figured I might as well see if it works for me.”

—P6

“Her enthusiasm about the product was contagious—it made me curious enough to try it out.”

—P3

4.2.6. Influence on Self-Concept and Identity

This theme explores the significant role influencer content plays in shaping followers’ self-perceptions and social identities. Through materialistic values, influencers create aspirational images that followers integrate into their personal identities. This influence extends to how followers align with societal expectations, express their personalities, and sometimes struggle to maintain authenticity amidst external pressures.

Subtheme 6.1: Reinforcement of Social Identity

The brands and lifestyles they endorse are more than just products—they become symbols of belonging and relevance. For many followers, purchasing items or adopting habits promoted by influencers is a way to signal alignment with popular trends or societal expectations. Engaging with influencer-endorsed products can also provide reassurance that their choices are valid and admired by others. For some, this alignment goes beyond material possessions. It becomes a way to project a version of themselves that matches the idealized standards presented online. While this can be empowering, it also reinforces the pressure to conform to certain societal norms, making it difficult to step away from the influencer-driven narrative of success and identity.

“Buying the same brands they use makes me feel like I’m part of the in-crowd, even if it’s just online.”

—P1

“Seeing them use it first makes it easier to justify spending on something trendy—it feels like I’m keeping up.”

—P11

“Sometimes, it’s less about the product and more about feeling like I’m presenting myself the ‘right’ way.”

—P14

Subtheme 6.2: Identity Through Consumption

Followers often see the products endorsed by influencers as more than just items to own—they become a way to express who they are or who they want to be. These products are symbolic, representing traits like confidence, success, or creativity that followers aspire to showcase. This process goes beyond simple consumerism. It becomes a personal act of self-expression and identity-building. Followers feel that the products allow them to communicate something about themselves to others, whether it is their taste, ambition, or style.

“Using these products gives me confidence, like I’m living up to the image I want to have.”

—P7

“It’s not just about owning the item—it’s about what it says about me when people see me with it.”

—P12

“Their content helps me figure out what feels right for me and what kind of image I want to create.”

—P15

Subtheme 6.3: Erosion of Authentic Self

For some followers, the constant exposure to influencer content blurs the line between their authentic preferences and those shaped by external influences. This over-reliance on influencers for decision-making can lead to a sense of losing touch with what they genuinely like or value. This subtheme reflects a deeper struggle with identity, as followers question the motivations behind their decisions. The desire to align with influencer-endorsed ideals often conflicts with personal individuality, leaving followers feeling disconnected from their true selves.

“It’s confusing because I used to have my own style, but now I just look to them for what’s ‘in.’”

—P12

“I have bought things they (lifestyle influencers) recommended, but later I realize it’s not even me—it’s just what they made me think I needed.”

—P10

“Their posts make me want things I wouldn’t have even considered if I hadn’t seen them promote it.”

—P3

”I don’t know if my preferences are evolving naturally or if I’m just being influenced by what they post.”

—P4

“There are moments when I feel like I’m losing my individuality in trying to keep up with them.”

—P8

5. Conclusions

This study explored how social media influencers may shape materialistic values among their followers, focusing on motivations, emotional responses, and consumer behavior. Using semi-structured interviews and thematic analysis, the research examined how followers interpret and respond to materialistic messages, blending personal identity with societal influences. The findings suggest a deeper understanding of how influencer-driven content is perceived to affect followers’ views of success, self-worth, and purchasing decisions.

Followers are drawn to influencers for their aspirational appeal and the validation they provide. Themes such as aspirational symbolism illustrate that followers often view luxury items as markers of achievement and a pathway to freedom. Social validation plays a significant role, with followers aligning their choices with influencer-endorsed lifestyles to feel connected and reassured. These motivations point to the emotional and social pull of materialistic content, fostering engagement rooted in admiration and a desire for belonging.

Emotional responses to influencer content include a mix of inspiration and frustration. While some followers channel envy into personal growth and goal-setting, others struggle with the unattainability of influencer lifestyles, leading to dissatisfaction or detachment. Themes like emotional polarization and rationalized acceptance reflect how followers respond to these mixed feelings, often reframing content as entertainment to lessen negative emotions. Repeated exposure seems to make materialism feel more acceptable, though some followers question whether these values align with their own.

Materialistic messages also appear to influence purchasing behavior, with themes highlighting impulse buys, strategic investments, and experimentation. Followers often purchase items impulsively, drawn by the appeal of exclusivity or trendiness, but later reflect on whether these choices were meaningful. Others approach influencer-promoted products as investments, seeing them as symbols of quality and status. Experimentation with endorsed items shows the trust some followers place in influencers, though satisfaction varies. These behaviors suggest an ongoing link between materialistic content and identity-related choices in everyday consumption.

One unexpected finding was the way some participants actively reflected on or rejected materialistic messages, even while following influencers known for luxury-oriented content. While the study expected a stronger alignment between admiration and aspirational consumption, several participants described moments of stepping back from influencer lifestyles, expressing awareness of the curated nature of posts or feelings of guilt after impulsive purchases. This suggests that followers are not passive recipients of materialistic messages but engage in reflective meaning-making that sometimes includes resistance. This adds to the existing literature by showing that influencer content does not always strengthen materialism and may instead lead to moments of critical self-awareness.

6. Contributions and Implications

The findings of this study offer several practical implications, particularly for educators, mental health practitioners, social media platforms, and policy developers concerned with youth well-being and digital literacy in Malaysia. First, the theme of emotional dissonance and envy suggests a need for structured media literacy programs that help young adults critically engage with influencer content. Participants reported feelings of inadequacy and frustration when comparing themselves to curated lifestyles. Interventions that address emotional responses to online content, rather than just fact-checking or misinformation, would better reflect the psychological realities followers face.

Second, the influence of symbolic consumption and identity construction highlights the importance of embedding consumer education into school or university-level curricula. Educators can create space for discussions around how materialism is shaped by symbolic meanings online, encouraging students to reflect on how consumer choices connect to self-image. Third, given the theme of normalization of luxury as a measure of success, policymakers and content regulators may consider working with platforms to increase transparency in influencer advertising, especially among youth-targeted accounts. Clearer disclosures, visual indicators of sponsored content, and guidelines on idealized lifestyle portrayals could reduce internalized materialistic pressures.

Finally, the finding that followers often perceive influencers as relatable “friends” rather than advertisers calls for social media platforms to consider designing nudges or prompts that encourage reflective engagement (e.g., “Why are you following this content?” or “How does this post make you feel?”). This could help shift passive consumption into more mindful engagement.

7. Limitations and Future Directions

This study has several limitations that provide opportunities for further exploration. The participant sample was limited to young Malaysian adults on TikTok, which means the findings may not fully represent experiences across other age groups, cultural contexts, or social media platforms. Expanding future studies to include diverse populations and platforms like Instagram or YouTube could provide a broader understanding of how materialistic messages impact different audiences.

Another limitation is the reliance on self-reported data from interviews. While these insights are valuable, participants may have unintentionally misrepresented their thoughts or downplayed the influence of materialistic content. Future research could incorporate observational methods or digital analytics to examine follower behavior, such as engagement patterns or purchasing habits, to complement self-reported perceptions and offer a more objective perspective.

This study also focused primarily on immediate reactions and perceptions, without exploring the long-term consequences of exposure to influencer-driven materialism. Future research could adopt longitudinal designs to assess how prolonged interaction with such content impacts financial behavior, mental health, and attitudes toward material possessions over time. These studies could inform practical strategies for promoting more conscious consumerism and mitigating potential harms associated with materialistic social media content.

The study allowed participants to reflect on influencers they personally follow and engage with, which may introduce a degree of self-selection bias. Their responses could be influenced by familiarity, admiration, or aspirational alignment with those influencers. However, this choice was intentional, as the study aimed to explore how materialistic meanings are formed through real, self-directed interactions, rather than hypothetical exposure to assigned influencers. This approach aligns with the study’s interpretive framework, which prioritizes meaning-making in context.