The benefits and pitfalls of humblebragging in social media advertising: the moderating role of the celebrity versus influencer

While consumers seem to perceive humblebragging as an effective self-presentation strategy that allows them to subtly promote their positive aspects, some humblebragging practices have invited negative reactions in social media. Indeed, prior research suggests that humblebragging elicits negative responses and, hence, is less preferable than straightforward bragging. The present research seeks to examine the conditions under which humblebragging might be more effective by exploring the celebrity versus influencer in the context of social media brand endorsement. Three experimental studies show that a humblebragging (vs. bragging) endorsement increases positive brand attitude when performed by a celebrity, but decreases positive brand attitude when performed by an influencer. Building upon benign moral violation theory, this research shows that these effects are mediated by amusement and irritation. Theoretical and practical implications are discussed.