Which social media habits are most linked to materialism?

A comprehensive meta-analysis of over 28,000 participants has found a significant correlation between frequent social media use and increased levels of materialism. The study, published in Humanities and Social Sciences Communications, highlights that while general usage shows a moderate link, consumption-centered and problematic engagement patterns demonstrate the strongest associations. These findings are critical for the social media sector as platforms face increasing scrutiny over how their algorithms and visual-centric designs influence user values and mental well-being.

Researchers conducted a systematic review and three-level meta-analysis of 55 published studies involving 28,531 participants across three continents to determine how digital engagement shapes materialistic values. The study, published in Humanities and Social Sciences Communications, defines materialism as a value system where possessions are central to life, serve as a measure of success, and are viewed as the primary source of happiness. While the overall association between social media use and materialism was found to be moderate, the data revealed that specific types of engagement—specifically consumption-related and problematic use—carry significantly higher risks of reinforcing these values compared to general browsing.

The report identifies several platform-specific mechanisms that drive this trend, including the highly visual nature of content focused on luxury, wealth, and fashion. According to cultivation theory, prolonged exposure to these curated images can shape user attitudes over time, a process accelerated by social media’s interactive features. Quantifiable social feedback, such as likes and comments, facilitates intense social comparison, while algorithmic systems often prioritize similar content based on previous engagement. This creates a reinforcing loop where materialistic users seek external validation through digital platforms, further entrenching their focus on material acquisition.

With approximately 5.4 billion people—or two out of three people worldwide—now using social media, the implications for public health and the social media sector are significant. The meta-analysis found that demographic factors such as age, sex, and country income levels did not act as moderators, suggesting the psychological impact is relatively universal across different populations. For the industry, these findings underscore the potential need for enhanced media literacy and adaptive interventions to mitigate the negative effects of consumption-focused content, which the study links to lower life satisfaction, envy, stinginess, and increased risky behaviors like gambling.