Impression Management on Instagram and Unethical Behavior: The Role of Gender and Social Media Fatigue

Impression management (IM) concerns can lead to significant psychological consequences, potentially engendering unethical behavior. Therefore, adopting the stressor–strain–outcome framework, this study explores the effects of IM concerns on unethical behavior through wellbeing, and whether IM on social media (i.e., Instagram) triggers fatigue and results in unethical behavior at work. The findings of two empirical studies (n = 480 and n = 299) in different settings (Kuwait and the UK) suggest that women experience higher effects from IM concerns compared with men in Kuwait, while no gender differences are found in the UK. The results also confirm that impression management on social media platforms triggers fatigue, in turn increasing unethical behavior at work. This study contributes to the IM literature by capturing the effect of Instagram activities on workplace behavior.