HighlightsPositive emotions are more prevalent than negative emotions while browsing Facebook.Users are happier when a positive post comes from a strong tie rather than a weak tie.Similarly, users experience more benign envy when a post comes from a strong tie.The experience of malicious envy is independent of tie strength.

On social media, users can easily share their feelings, thoughts, and experiences with the public, including people who they have no previous interaction with. Such information, though often embedded in a stream of others’ news, may influence recipients’ perception toward the discloser. We used a special design that enables a quasi-experience of SNS browsing, and examined if browsing other’s posts in a news stream can create a feeling of familiarity and (even) closeness toward the discloser. In addition, disclosure messages can vary in the degree of intimacy (from superficial to intimate) and narrativity (from a random blather to a story-like narrative). The roles of disclosure intimacy and narrativity on perceived closeness and social attraction were examined by a 2 × 2 experimental design. By conducting one lab study and another online replication, we consistently found that disclosure frequency, when perceived as appropriate, predicted familiarity and closeness. The effects of disclosure intimacy and narrativity were not stable. Further exploratory analyses showed that the roles of disclosure intimacy on closeness and social attraction were constrained by the perceived appropriateness, and the effects of narrativity on closeness and social attraction were mediated by perceived entertainment value.

Purpose The purpose of this paper is to explore the prevalence of benign and malicious envy on social media, and to examine the relationships between shared content (experiential vs material purchases), envy type (benign vs malicious), and purchase intention (toward the same vs a superior object). Design/methodology/approach Three studies (N=622) were conducted to ask participants to recall the last time they experienced envy due to browsing social media, report an envy-triggering post about either an experiential or a material purchase shared by others and read a post about a friend’s newly bought MacBook in either an experiential or a material phrasing. The degrees of benign and malicious envy were measured, as well as the future purchase intentions toward the same and a superior object. Findings The results showed that most of the envious emotions were actually benign envy. Although there was no main effect of purchase type on envy type, both experiential purchases and phrasings were less likely to be perceived as showing off, and therefore triggered less malicious envy. Furthermore, benign envy was positively associated with the purchase intention of the same envied purchase, and malicious envy was positively associated with the purchase intention of something even superior. Originality/value As browsing other’s social news sometimes evokes envy, people were concerned about the negative effects of envy on consumers. However, this paper addressed the positive effects of envy which comes along with a motivation of moving up. This positive motivation can also be utilized for social media advertising.

Social network users often see their online friends post about experiential purchases (such as traveling experiences) and material purchases (such as newly purchased gadgets). Three studies (total N = 798) were conducted to investigate which type of purchase triggers more envy on Social Network Sites (SNSs) and explored its underlying mechanism. We consistently found that experiential purchases triggered more envy than material purchases did. This effect existed when people looked at instances at their own Facebook News Feeds (Study 1), in a controlled scenario experiment (Study 2), and in a general survey (Study 3). Study 1 and 2 confirmed that experiential purchases increased envy because they were more self-relevant than material purchases. In addition, we found (in Study 1 and 3) that people shared their experiential purchases more frequently than material purchases on Facebook. So why do people often share experiential purchases that are likely to elicit envy in others? One answer provided in Study 3 is that people actually think that material purchases will trigger more envy. This paper provides insight into how browsing SNSs can lead to envy. It contributes to the research on experiential vs. material purchases and the emotion of envy.

Ambient intimacy refers to a feeling of closeness toward certain others developed mainly by following their