Effort or ease: the impact of sharing self-improvement vs. hedonic behaviors on personal brand evaluation.

ABSTRACT: Daily activities, as ubiquitous and relatable aspects of human life, have become a pivotal resource for social media influencers to build personal brands, with two primary types identified: hedonic behaviors (e.g., eating dessert) that pursue immediate sensory pleasure and emotional wellbeing, and self-improvement behaviors (e.g., learning) that focus on personal development for eudaimonic wellbeing. While previous studies mainly examined factors influencing consumers' preferences between these two options, few have explored how such posts serve as signaling cues to shape consumer inferences. Drawing on Social Identity Theory, this study thus aims to investigate the impact of sharing hedonic versus self-improvement posts on personal brand evaluation. Employing four experiments, we tested o

SUBMITTER: Ruan C 

PROVIDER: S-EPMC12580192 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature