This conceptual article applies Festinger’s (1954) social comparison theory (SCT) within a materialism and social media environment to assist organizations with improving the well-being among iGeneration employees. By identifying SCT, this article proposes a conceptual model based on how iGeneration engages in upward and downward comparisons and how these comparisons influence materialistic consumption. Rather than altering human behavior, this article addresses how organizations can tap into their employees’ natural field of play and advantageously leverage these innate traits.
This article illustrates path analyses to elevate the iGeneration’s well-being through the following: exposing themselves to materialism via social media, comparing themselves among similar and dissimilar people, and possessing materialistic items to set themselves apart. This article then provides future research.
This study reveals how organizations can harness SCT within a materialistic and social media landscape to improve employee well-being.
This theoretical model helps to develop organizational well-being strategies to produce lower employee turnover and higher productivity.
This article contributes to academic research by providing a theoretical model based on natural social media behavior and materialism.
