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, Bragging refers to boasting about one’s achievements to others. It can be understood as a behaviour that successfully satisfies an individual’s needs for power and affiliation. However, bragging has never been socially acceptable. Our society has always encouraged modesty and humility which have become necessary for social inclusion of people in groups. With an increase in the use of social media platforms today, we also experience an increase in our social needs for affiliation and acceptance. In light of this rise, outright bragging can harm an individual’s image and also threaten their social identity. Therefore, individuals today largely engage in the practice of humblebragging – an attempt to brag about one’s achievements while projecting oneself to be humble and socially desirable. Humblebrags can either be masked in humility or complaint, and are often self-deprecating in nature. While on surface it projects oneself in a socially acceptable light, the underlying aim of a humblebrag is to boast about one’s accomplishments to others. With the rampant prevalence of this phenomenon on social media, there is a pressing urge to fully understand this social construct, its nuances and its varied manifestations. Thus, it is necessary to explore the characteristics of humblebragging, its various forms and its influence on people to understand its impact on our society.