Not all #complaints are equally contagious: an Instagram experiment.

Instagram has been perceived as the least appropriate platform to express negativity online, yet the number of posts tagged under #complain, #complaint, #complaints, and #complaining are increasing. We conducted a controlled web-based experiment to examine the extent to which exposure to other's quotes of complaints contributed to increased similarity in emotions for the audience (i.e., digital emotion contagion). Participants (n = 591 Instagram users in Indonesia; 82.23% females; Mage = 28.06, SD = 6.39) were randomly assigned to exposure of complaint quotes containing seven basic emotions. We found that exposure to three of the five complaint quotes (i.e., anger, disgust, and sadness) induced similar emotions in the participants while the two other complaint quotes (i.e., fear and anxiety) induced overlapping emotions, but a non-complaint quote (i.e., desire and satisfaction) induced alternative emotions. Taken together, digital emotion contagion was likely produced by exposure to complaint quotes, while exposure to non-complaint quotes induced different, possibly complementary-like, emotions. Although these findings should be considered as a snapshot of the complex emotional dynamics online, it highlights that exposure to simple Instagram quotes has the potential to go beyond mere contagion.