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A mixed-method empirical study with an online survey (N = 408) and an experimental study (N = 160) investigated the effects of social media self-presentation on individuals\u2019 conspicuous consumption in China. We found that consumers\u2019 self-presentation behavior on social media promoted tendencies for social comparison, thereby enhancing their conspicuous consumption. However, compared with individuals using social media less often, self-presentation had a more significant impact on the social comparison tendencies of users who used social media more often. Our study explains why individuals\u2019 self-presentation on social media increases their conspicuous consumption tendencies. The study results contribute to the existing knowledge of how consumers\u2019 behavior on social media affects their product preferences.<\/jats:p>","DOI":"10.3390\/jtaer19020062","type":"journal-article","created":{"date-parts":[[2024,5,27]],"date-time":"2024-05-27T10:27:59Z","timestamp":1716805679000},"page":"1206-1221","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":15,"title":["Can Self-Presentation on Social Media Increase Individuals\u2019 Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China"],"prefix":"10.3390","volume":"19","author":[{"given":"Yan","family":"Lu","sequence":"first","affiliation":[{"name":"School of Philosophy and Sociology, Jilin University, Changchun 130012, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Taiyang","family":"Zhao","sequence":"additional","affiliation":[{"name":"School of Philosophy and Sociology, Jilin University, Changchun 130012, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-1778-7473","authenticated-orcid":false,"given":"Siying","family":"Song","sequence":"additional","affiliation":[{"name":"School of Philosophy and Sociology, Jilin University, Changchun 130012, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wei","family":"Song","sequence":"additional","affiliation":[{"name":"Yatai School of Business Management, Jilin University of Finance and Economics, Changchun 130012, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2024,5,25]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"949","DOI":"10.1108\/EJM-11-2020-0853","article-title":"Ultra-high-net-worth individuals: Self-presentation and luxury consumption on Instagram","volume":"56","author":"Michaelidou","year":"2021","journal-title":"Eur. 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