Взаимосвязь демонстративного потребления в социальных сетях и одиночества (на примере постинга о путешествиях)
Journal
Психология. Журнал Высшей школы экономики
Date Issued
2026-03-30
Author(s)
Maksimenko, Aleksandr
Zabelina, Ekaterina
Zagladina, Alexandra
Type
Article
Abstract
Social networks have intensified conspicuous consumption, turning visual travelrelated content into a key tool for status self-presentation and the affirmation of social position. The present study is aimed at examining the socio-demographic markers of conspicuous consumption on social networks and its relationship with loneliness. The study involved 100 respondents (M = 39.34; SD = 10.31), including 43% men and 57% women, who actively travel and post photographs from their trips on social networks. The following instruments were used: the Conspicuous Consumption of Posting Travel Photos Scale (CCPS) and the Social and Emotional Loneliness Scale for Adults (SELSA). Data were analyzed using confirmatory factor analysis, as well as correlational and comparative analyses. Four factors of tourism snobbery were identified: “pure conspicuous consumption” — the publication of status-related photographs emphasizing wealth and belonging to the upper class; “group inclusion” — the desire to conform to trends through images from popular destinations; “uniqueness of the place” — the demonstration of rare locations to stand out and emphasize the exclusivity of the experience; and “uniqueness of the self” — the desire to showcase originality and aesthetic taste through visual content. Gender differences manifest in the fact that women more often use travel-related content to express their uniqueness. With age, the need for conspicuous consumption decreases; income level also affects the nature of self-presentation, as respondents with higher income are less likely to emphasize status. In addition, the results showed that posting photographs with the aim of joining a group is positively correlated with romantic and social loneliness, but negatively correlated with family loneliness. A relationship was found between social loneliness and the motivation to demonstrate the uniqueness of the visited place and one’s own personality, which indicates an attempt to compensate for a lack of social ties through self-presentation in the digital environment. Overall, conspicuous consumption on social networks can be viewed as a dynamic phenomenon situated at the intersection of social comparison, self-presentation, and loneliness. © 2026, National Research University Higher School of Economics (HSE University). All rights reserved.