As AI proficiency becomes increasingly vital for career success, professionals often highlight their expertise on platforms such as LinkedIn. While such self-promotion may be intended to signal competence and inspire others, it can backfire by triggering demotivating social comparisons. Drawing on social comparison theory and research on self-efficacy, we suggest that AI-related self-promotion (commonly known as bragging) can undermine observers' motivation to learn AI—particularly among those who doubt their own capabilities.
We tested this hypothesis across three experimental studies. Study 1 provided initial evidence that participants exposed to a high-bragging LinkedIn-style post reported lower commitment to learning AI compared to those in a low-bragging condition. However, because even the low-bragging post was still perceived as self-promoting, Study 2 introduced a non-bragging control condition. Replicating the effect, Study 2 also demonstrated that the relationship between bragging and reduced goal commitment was mediated by lower perceived self-efficacy.
Study 3 further examined this mechanism by testing self-efficacy as a moderator. Participants completed an 18-item self-efficacy scale assessing their confidence in using AI tools regularly under real-world conditions. Results showed that AI bragging reduced goal commitment only among individuals with low self-efficacy; those with high self-efficacy were unaffected. This suggests that self-promotion on professional SNSs can demotivate precisely those who most need encouragement to engage with AI.
These findings contribute to research on motivation, self-efficacy, and digital communication by identifying when and for whom online self-promotion undermines goal pursuit. They also offer practical implications for professionals and organizations seeking to promote AI adoption through storytelling on social media.