My two cents, might not be true for everyone. I do not post the stuff a lot, but I do sometimes when I'm over the moon bcz I want to share my joy and it feels weird to text a SP who's my friend about it as you never truly know how someone is doing financially and i never want to make my friends feel bad. Deff not texting civ friends about it, or posting it on personal social media bcz my traveling and cosmetic surgery raises enough eyebrows... but at least on twitter it's accepted as part of branding is I do post the stuff I get so it's not like I sent a friend who might be financially struggling my $2k shoes a client bought, but I'm still getting to share my joy with others.
I don't think it helps business, I got gifts when I was bigger and posted and it never encouraged business, and I haven't since really posted that stuff since I lost weight and my business is booming compared to before. I will be posting some stuff soon to see if now that I'm a more "acceptable" size it does make a difference, but I doubt it.