Research Article

THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY

Volume: 17 July 9, 2026
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THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY

Abstract

With the acceleration of digitalization, it is observed that social media platforms have become integrated into daily lives. This development necessitates examining the relationship between social media addiction and consumption behaviors. It is aimed to investigate the relationship between social media addiction and hedonic (pleasure-oriented) consumption among university students. The population of the research consists of students at Siirt University, while the sample group comprises 507 associate degree students selected through convenience sampling. Data were collected via online surveys, and the Social Media Addiction Scale and Hedonic Consumption Scale were utilized. In the analysis of the data, SPSS 22.0 and AMOS software were employed. Validity and reliability analyses of the scales were conducted, and the normality of the data distribution was examined. Correlation and regression analyses were used to determine the relationships between variables. The findings indicate that there is a positive and statistically significant relationship between social media addiction and hedonic consumption. The results further reveal that the virtual communication subdimension is significant predictor of hedonic consumption levels. Overall, the findings suggest that social media addiction particularly through its virtual communication dimension enhances hedonic consumption, offering important implications for digital marketing strategies.

Keywords

Social media addiction, Hedonic consumption, University students, Consumer behavior, Digital marketing

Ethical Statement

We declare that we have adhered to the principles of scientific research and publication ethics in the process of collecting, analyzing, and reporting the data.

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APA
Şengün, H. İ., & Ezer, M. (2026). THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY. Journal of Academic Approaches, 17, 1-22. https://doi.org/10.54688/ayd.1933617
AMA
1.Şengün Hİ, Ezer M. THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY. JAA. 2026;17:1-22. doi:10.54688/ayd.1933617
Chicago
Şengün, Halil İbrahim, and Mücahit Ezer. 2026. “THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY”. Journal of Academic Approaches 17 (July): 1-22. https://doi.org/10.54688/ayd.1933617.
EndNote
Şengün Hİ, Ezer M (July 1, 2026) THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY. Journal of Academic Approaches 17 1–22.
IEEE
[1]H. İ. Şengün and M. Ezer, “THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY”, JAA, vol. 17, pp. 1–22, July 2026, doi: 10.54688/ayd.1933617.
ISNAD
Şengün, Halil İbrahim - Ezer, Mücahit. “THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY”. Journal of Academic Approaches 17 (July 1, 2026): 1-22. https://doi.org/10.54688/ayd.1933617.
JAMA
1.Şengün Hİ, Ezer M. THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY. JAA. 2026;17:1–22.
MLA
Şengün, Halil İbrahim, and Mücahit Ezer. “THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY”. Journal of Academic Approaches, vol. 17, July 2026, pp. 1-22, doi:10.54688/ayd.1933617.
Vancouver
1.Halil İbrahim Şengün, Mücahit Ezer. THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADDICTION AND HEDONIC CONSUMPTION: THE CASE OF SIIRT UNIVERSITY. JAA. 2026 Jul. 1;17:1-22. doi:10.54688/ayd.1933617