Toxic positivity intentions: an image management approach to upward social comparison and false self-presentation

Media users are often overwhelmed with excessive amounts of positivity on social media. While a healthy positive outlook acknowledges both the positive and negative aspects of life, a growing term in popular media referring to toxic positivity suggests users leverage positivity and avoid negativity for personal gain. Employing a two-study, multi-method design, Study 1 is framed within the impression management literature to conceptually and operationally define perceived toxic positivity intentions (TPI) through qualitative and quantitative measures. Study 2 is framed within the bandwagon and descriptive norm literature to investigate the role of perceived TPI in upward social comparisons and digital self-presentation behaviors. Results of Study 1 indicate a five-factor solution of perceived TPI on social media. Results of Study 2 suggest the relationship between (most) dimensions of perceived TPI and false social media self-presentations is significantly mediated by upward social comparison. This study looked at why people believe others use positivity when posting on social media and the impact it has on comparisons and future social media behaviors. The results show people believe others have five main promotional intentions: inauthentic self-promotion, malicious self-promotion, personal self-promotion, commercial self-promotion, and positivity promotion. The second study suggests when people believe others to have negative intentions behind positive posting, they are likely to experience more comparisons toward the poster and more behaviors of sharing a false version of themselves.