I Want It, Too: A Correlational Study on the Link Between Youth Celebrity Idolization and Materialism

Abstract

Online social media usage among youth has been on the rise, and concerns about its impact have accompanied it (O'Keeffe & Clarke-Pearson, 2011; Rideout, 2018). Upon reviewing the existing literature, it appears that a multitude of studies detail the negative internal and interpersonal effects of materialism, and others assert that advertising viewing is positively correlated with materialism. However, few studies directly focus on advertisements with celebrity product endorsement in particular. This study attempted to bridge these various gaps through the following research question: In 2020, how does the viewing of Instagram celebrity product endorsement correspond with levels of materialism (with a focus on its relationship to well-being and generosity) in middle schoolers in Southern California? Quantitative data from a cross-sectional survey led to the conclusion that the level of celebrity idolization was the most conclusive factor in determining the middle schooler’s final level of materialism. And the more time spent on Instagram–and likely, the more exposure to this type of advertising–the more materialistic and less generous students were. Thus, students feeling particularly detached from their values may consider scrutinizing their list of followed celebrities on social media. The discouragement of celebrity idolization is expected to decrease materialism.