- Pazarlama ve Araştırmaları Dergisi
- Vol: 16 Issue: 2
- CONSPICUOUS CONSUMPTION AND SOCIAL MEDIA ADDICTION: THE ROLE OF SOCIAL MEDIA USAGE
CONSPICUOUS CONSUMPTION AND SOCIAL MEDIA ADDICTION: THE ROLE OF SOCIAL MEDIA USAGE
Authors : Gökhan AKEL, Gizem CANDAN
Pages : 249-278
View : 132 | Download : 138
Publication Date : 2023-05-31
Article Type : Research Article
Abstract :As an unavoidable part of the lives of people, social media has caused the consumption style, attracting attention with its changing consumption habits and transferring to digital platforms. When social media becomes an addiction, social media usage affects people in terms of hedonic consumption, their need for sharing, and social competence based on conspicuous consumption and socialization. Therefore, this study aims to evaluate the hedonic consumption, need for sharing, and social competence of individuals based on conspicuous consumption. We used data on social media usage by students in higher education. An online Google Form survey was conducted on students from a state university in Turkey, and 637 participants joined this research. The results show that (a) hedonic consumption, (b) need for sharing, and (c) social competence affects social media addiction. This effect occurs from the mediation effect of social media usage. In this study, theoretical and practical implications and limitations and future areas of research are discussed.Keywords : Gösterişçi tüketim, Hedonik tüketim, Sosyal medya, Sosyal medya kullanımı, Sosyal medya bağımlılığı