摘要：This study examines the deservingness theory of envy over success stories post in the social media. The hypotheses are that there is a difference in; (1) the level of deservingness on posting stories of success gained through high effort (KUT) with success gained through low effort (KUR), (2) the level of envy over KUT and KUR posts, and (3) there is an influence of deservingness toward envy over KUT and KUR posts. A total of 214 undergraduate students became a subject of this research. The measurement of envy (y1) and deservingness (y2) over success post (x) used the scenario method. We used MANOVA-RM as the analysis technique to explore the envy and deservingness scores on KUT and KUR. MANCOVA-RM analysis was used to determine the effect of deservingness to envy. The findings suggest that envy increases when subjects are exposed to KUR post because of low deservingness.
