Research Article
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Year 2023, Volume: 32 Issue: 2, 685 - 701, 23.10.2023
https://doi.org/10.35379/cusosbil.1216513

Abstract

References

  • Amaldoss, W., & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51(10), 1449-1466.
  • Baumeister, R.F. (1998). The self. Case Western Reserve University.
  • Bronner, F., & de Hoog, R. (2021). Conspicuous leisure: The social visibility of cultural experiences. International Journal of Market Research, 63(3), 300-316.
  • Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 2006, 1.
  • Chaudhuri, H., Mazumdar, S., & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224.
  • Deniz, L., & Tutgun-Ünal, A. (2019). Sosyal medya çağında kuşakların sosyal medya kullanımı ve değerlerine yönelik bir dizi ölçek geliştirme çalışması. OPUS International Journal of Society Researches, 11(18), 1025-1057.
  • Emler, N. (2001). Self esteem: The costs and causes of low self worth.
  • Forest, A. L., & Wood, J. V. (2012). When social networking is not working: Individuals with low self-esteem recognize but do not reap the benefits of self-disclosure on Facebook. Psychological Science, 23(3), 295-302.
  • Guindon, M. H. (2002). Toward accountability in the use of the self‐esteem construct. Journal of Counseling & Development, 80(2), 204-214.
  • Guindon, M. H. (2010). Self-esteem across the lifespan: Issues and interventions. Routledge.
  • Hammerl, M., & Kradischnig, C. (2018). Conspicuous consumption (Marketing and Economics). Springer International Publishing AG.
  • Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması 2022. TÜİK (Türkiye İstatistik Kurumu), Türkiye, 2022.
  • Heatherton, T. F., & Wyland, C. L. (2003). Assessing self-esteem.
  • Ioanăs, E. & Stoica, I. (2014). Social media and its ımpact on consumers behavior. International Journal of Economic Practices and Theories, 4(2), 2014, Special issue on Marketing and Business Development, e-ISSN 2247–7225.
  • Jaikumar, S., & Sharma, Y. (2021). Consuming beyond means: debt trap of conspicuous consumption in an emerging economy. Journal of Marketing Theory and Practice, 29(2), 233-249.
  • Jan, M., Soomro, S. A., & Ahmad, N. (2017). Impact of social media on self-esteem. European Scientific Journal, August 2017 Edition, 13 (23).
  • Jashari, F & Rrustemi, V. (2017). The impact of social media on consumer behavior. Journal of Knowledge Management, Economics and Information Technology, VII(1).
  • Khalek, A. M. (2016). Introduction to the psychology of self-esteem. Nova Science Publishers, Inc.
  • Literat, I. (2014). Measuring New Media Literacies: Towards the Development of a Comprehensive Assessment Tool. Journal of media literacy education, 6(1), 15-27.
  • Madni, G.R (2014). Global journal of management and business research: e- marketing. Double Blind Peer Reviewed International Research Journal, 14, 8.
  • Marcoux, J. S., Filiatrault, P., & Cheron, E. (1997). The attitudes underlying preferences of young urban educated Polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5-29.
  • Memushi, A. (2013). Conspicuous consumption of luxury goods: literature review of theoretical and empirical evidences. International Journal of Scientific & Engineering Research, 4(12), 250-255.
  • Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
  • Minev, M., Petrova, B., Mineva, K., Petkova, M., & Strebkova, R. (2018). Self-esteem in adolescents. Trakia Journal of Sciences, 16(2), 114-118.
  • O'cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An international Research Review, 4(1), 25-39.
  • Öz, A. (2018). Sosyal medya ortamında gösterişçi tüketim: Bir uygulama/Conspicuous consumption on social media: An application.
  • Reindrawati, D. Y., Setiawan, F., Satrianto, M. D., & Nata, J. H. (2023). The Use of Social Media in Improving Literacy in Rural Village. TIJAB (The International Journal of Applied Business), 7(1), 50-58.
  • Rosenberg, M. (1965). Society and the adolescent self-image. Princeton University.
  • Ryu, J.S. (2015). The emergence of new conspicuous consumption. Journal of Distribution Science, 13(6), 5-10.
  • Sabir, İ., Naeem, M., & Amin, M. (2016, December). Determining the impact of social media intensity and celebrity culture on conspicuous consumption with mediating effect of materialism. In Proceedings of 2nd International Multi-Disciplinary Conference (Vol. 19, p. 20).
  • Saravanakumar, M. & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal 2012; 9(4), 4444-4451, ISSN: 1097-8135.
  • Si, S. (2016). Social media and its role in marketing. Business and Economic Journal J. 7, 203.
  • Smith, D., Leonis, T., & Anandavalli, S. (2021). Belonging and loneliness in cyberspace: impacts of social media on adolescents’ well-being. Australian Journal of Psychology, 73(1), 12-23.
  • Souiden, N., et al. (2011). A cross-cultural analysis of consumers’ conspicuous consumption of branded fashion accessories. Journal of International Consumer Marketing, 23, 329–343.
  • Tazghini, S., & Siedlecki, K. L. (2013). A mixed method approach to examining Facebook use and its relationship to self-esteem. Computers in Human Behavior, 29(3), 827-832.
  • Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
  • Trigg, A. B. (2001). Veblen, Bourdieu, and conspicuous consumption. Journal of Economic Issues, 35(1), 99-115.
  • Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning.
  • Veblen, T. (1899). The theory of the leisure class.
  • Velov, B., Gojković, V., & Đurić, V. (2014). Materialism, narcissism and the attitude towards conspicuous consumption. Psihologija, 47(1), 113-129.
  • Wai, L. K., & Osman, S. (2019). The influence of selfesteem in the relationship of social media usage and conspicuous consumption. International Journal of Academic Research in Business and Social Sciences, 9(2), 335-352.
  • Wang, R., Yang, F., & Haigh, M. M. (2017). Let me take a selfie: Exploring the psychological effects of posting and viewing selfies and groupies on social media. Telematics and Informatics, 34(4), 274-283.
  • We Are Social, Digital 2023. https://wearesocial.com/uk/blog/2023/01/the-changing-world-of-digital-in-2023/
  • Widjajanta, B., Senen, S. H., Masharyono, M., Lisnawati, L., & Anggraeni, C. P. (2018). The impact of social media usage and self-esteem on conspicuous consumption: Instagram user of Hijabers Community Bandung member. International Journal of eBusiness and eGovernment Studies, 10(2), 1-13.
  • Zachlod, C., Samuel, O., Ochsner, A., & Werthmüller, S. (2022). Analytics of social media data–State of characteristics and application. Journal of Business Research, 144, 1064-1076.
Year 2023, Volume: 32 Issue: 2, 685 - 701, 23.10.2023
https://doi.org/10.35379/cusosbil.1216513

Abstract

References

  • Amaldoss, W., & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51(10), 1449-1466.
  • Baumeister, R.F. (1998). The self. Case Western Reserve University.
  • Bronner, F., & de Hoog, R. (2021). Conspicuous leisure: The social visibility of cultural experiences. International Journal of Market Research, 63(3), 300-316.
  • Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 2006, 1.
  • Chaudhuri, H., Mazumdar, S., & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224.
  • Deniz, L., & Tutgun-Ünal, A. (2019). Sosyal medya çağında kuşakların sosyal medya kullanımı ve değerlerine yönelik bir dizi ölçek geliştirme çalışması. OPUS International Journal of Society Researches, 11(18), 1025-1057.
  • Emler, N. (2001). Self esteem: The costs and causes of low self worth.
  • Forest, A. L., & Wood, J. V. (2012). When social networking is not working: Individuals with low self-esteem recognize but do not reap the benefits of self-disclosure on Facebook. Psychological Science, 23(3), 295-302.
  • Guindon, M. H. (2002). Toward accountability in the use of the self‐esteem construct. Journal of Counseling & Development, 80(2), 204-214.
  • Guindon, M. H. (2010). Self-esteem across the lifespan: Issues and interventions. Routledge.
  • Hammerl, M., & Kradischnig, C. (2018). Conspicuous consumption (Marketing and Economics). Springer International Publishing AG.
  • Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması 2022. TÜİK (Türkiye İstatistik Kurumu), Türkiye, 2022.
  • Heatherton, T. F., & Wyland, C. L. (2003). Assessing self-esteem.
  • Ioanăs, E. & Stoica, I. (2014). Social media and its ımpact on consumers behavior. International Journal of Economic Practices and Theories, 4(2), 2014, Special issue on Marketing and Business Development, e-ISSN 2247–7225.
  • Jaikumar, S., & Sharma, Y. (2021). Consuming beyond means: debt trap of conspicuous consumption in an emerging economy. Journal of Marketing Theory and Practice, 29(2), 233-249.
  • Jan, M., Soomro, S. A., & Ahmad, N. (2017). Impact of social media on self-esteem. European Scientific Journal, August 2017 Edition, 13 (23).
  • Jashari, F & Rrustemi, V. (2017). The impact of social media on consumer behavior. Journal of Knowledge Management, Economics and Information Technology, VII(1).
  • Khalek, A. M. (2016). Introduction to the psychology of self-esteem. Nova Science Publishers, Inc.
  • Literat, I. (2014). Measuring New Media Literacies: Towards the Development of a Comprehensive Assessment Tool. Journal of media literacy education, 6(1), 15-27.
  • Madni, G.R (2014). Global journal of management and business research: e- marketing. Double Blind Peer Reviewed International Research Journal, 14, 8.
  • Marcoux, J. S., Filiatrault, P., & Cheron, E. (1997). The attitudes underlying preferences of young urban educated Polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5-29.
  • Memushi, A. (2013). Conspicuous consumption of luxury goods: literature review of theoretical and empirical evidences. International Journal of Scientific & Engineering Research, 4(12), 250-255.
  • Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
  • Minev, M., Petrova, B., Mineva, K., Petkova, M., & Strebkova, R. (2018). Self-esteem in adolescents. Trakia Journal of Sciences, 16(2), 114-118.
  • O'cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An international Research Review, 4(1), 25-39.
  • Öz, A. (2018). Sosyal medya ortamında gösterişçi tüketim: Bir uygulama/Conspicuous consumption on social media: An application.
  • Reindrawati, D. Y., Setiawan, F., Satrianto, M. D., & Nata, J. H. (2023). The Use of Social Media in Improving Literacy in Rural Village. TIJAB (The International Journal of Applied Business), 7(1), 50-58.
  • Rosenberg, M. (1965). Society and the adolescent self-image. Princeton University.
  • Ryu, J.S. (2015). The emergence of new conspicuous consumption. Journal of Distribution Science, 13(6), 5-10.
  • Sabir, İ., Naeem, M., & Amin, M. (2016, December). Determining the impact of social media intensity and celebrity culture on conspicuous consumption with mediating effect of materialism. In Proceedings of 2nd International Multi-Disciplinary Conference (Vol. 19, p. 20).
  • Saravanakumar, M. & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal 2012; 9(4), 4444-4451, ISSN: 1097-8135.
  • Si, S. (2016). Social media and its role in marketing. Business and Economic Journal J. 7, 203.
  • Smith, D., Leonis, T., & Anandavalli, S. (2021). Belonging and loneliness in cyberspace: impacts of social media on adolescents’ well-being. Australian Journal of Psychology, 73(1), 12-23.
  • Souiden, N., et al. (2011). A cross-cultural analysis of consumers’ conspicuous consumption of branded fashion accessories. Journal of International Consumer Marketing, 23, 329–343.
  • Tazghini, S., & Siedlecki, K. L. (2013). A mixed method approach to examining Facebook use and its relationship to self-esteem. Computers in Human Behavior, 29(3), 827-832.
  • Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
  • Trigg, A. B. (2001). Veblen, Bourdieu, and conspicuous consumption. Journal of Economic Issues, 35(1), 99-115.
  • Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning.
  • Veblen, T. (1899). The theory of the leisure class.
  • Velov, B., Gojković, V., & Đurić, V. (2014). Materialism, narcissism and the attitude towards conspicuous consumption. Psihologija, 47(1), 113-129.
  • Wai, L. K., & Osman, S. (2019). The influence of selfesteem in the relationship of social media usage and conspicuous consumption. International Journal of Academic Research in Business and Social Sciences, 9(2), 335-352.
  • Wang, R., Yang, F., & Haigh, M. M. (2017). Let me take a selfie: Exploring the psychological effects of posting and viewing selfies and groupies on social media. Telematics and Informatics, 34(4), 274-283.
  • We Are Social, Digital 2023. https://wearesocial.com/uk/blog/2023/01/the-changing-world-of-digital-in-2023/
  • Widjajanta, B., Senen, S. H., Masharyono, M., Lisnawati, L., & Anggraeni, C. P. (2018). The impact of social media usage and self-esteem on conspicuous consumption: Instagram user of Hijabers Community Bandung member. International Journal of eBusiness and eGovernment Studies, 10(2), 1-13.
  • Zachlod, C., Samuel, O., Ochsner, A., & Werthmüller, S. (2022). Analytics of social media data–State of characteristics and application. Journal of Business Research, 144, 1064-1076.

THE IMPACT OF SOCIAL MEDIA USAGE AND SELF-ESTEEM ON CONSPICUOUS CONSUMPTION

Year 2023, Volume: 32 Issue: 2, 685 - 701, 23.10.2023
https://doi.org/10.35379/cusosbil.1216513

Abstract

Conspicuous consumption continues to increase rapidly in both developed and developing countries. Individuals' perspective on conspicuous consumption has also changed with the emergence of social media. The reason for this is that conspicuous consumption changes depending on the individual's use of social media. In addition, it is seen that the use of social media also increases self-esteem. Self-esteem has a direct impact on human behavior. This increased self-esteem also significantly affects conspicuous consumption. The main purpose of this study is to examine the effect of social media use and self-esteem on conspicuous consumption. Another aim of the study is to examine the effect of social media use on self-esteem. In the study, convenience sampling method and questionnaire, which is the primary data method, were used for data collection. Survey data were collected from 402 participants living in Adana. As a result of the study, it was determined that the use of social media, which is the first hypothesis, has an effect on conspicuous consumption. It has been determined that the second hypothesis, self-esteem, has an effect on three sub-factors of conspicuous consumption. Finally, in the third hypothesis, it was concluded that the use of social media has no effect on self-esteem.

References

  • Amaldoss, W., & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51(10), 1449-1466.
  • Baumeister, R.F. (1998). The self. Case Western Reserve University.
  • Bronner, F., & de Hoog, R. (2021). Conspicuous leisure: The social visibility of cultural experiences. International Journal of Market Research, 63(3), 300-316.
  • Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 2006, 1.
  • Chaudhuri, H., Mazumdar, S., & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224.
  • Deniz, L., & Tutgun-Ünal, A. (2019). Sosyal medya çağında kuşakların sosyal medya kullanımı ve değerlerine yönelik bir dizi ölçek geliştirme çalışması. OPUS International Journal of Society Researches, 11(18), 1025-1057.
  • Emler, N. (2001). Self esteem: The costs and causes of low self worth.
  • Forest, A. L., & Wood, J. V. (2012). When social networking is not working: Individuals with low self-esteem recognize but do not reap the benefits of self-disclosure on Facebook. Psychological Science, 23(3), 295-302.
  • Guindon, M. H. (2002). Toward accountability in the use of the self‐esteem construct. Journal of Counseling & Development, 80(2), 204-214.
  • Guindon, M. H. (2010). Self-esteem across the lifespan: Issues and interventions. Routledge.
  • Hammerl, M., & Kradischnig, C. (2018). Conspicuous consumption (Marketing and Economics). Springer International Publishing AG.
  • Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması 2022. TÜİK (Türkiye İstatistik Kurumu), Türkiye, 2022.
  • Heatherton, T. F., & Wyland, C. L. (2003). Assessing self-esteem.
  • Ioanăs, E. & Stoica, I. (2014). Social media and its ımpact on consumers behavior. International Journal of Economic Practices and Theories, 4(2), 2014, Special issue on Marketing and Business Development, e-ISSN 2247–7225.
  • Jaikumar, S., & Sharma, Y. (2021). Consuming beyond means: debt trap of conspicuous consumption in an emerging economy. Journal of Marketing Theory and Practice, 29(2), 233-249.
  • Jan, M., Soomro, S. A., & Ahmad, N. (2017). Impact of social media on self-esteem. European Scientific Journal, August 2017 Edition, 13 (23).
  • Jashari, F & Rrustemi, V. (2017). The impact of social media on consumer behavior. Journal of Knowledge Management, Economics and Information Technology, VII(1).
  • Khalek, A. M. (2016). Introduction to the psychology of self-esteem. Nova Science Publishers, Inc.
  • Literat, I. (2014). Measuring New Media Literacies: Towards the Development of a Comprehensive Assessment Tool. Journal of media literacy education, 6(1), 15-27.
  • Madni, G.R (2014). Global journal of management and business research: e- marketing. Double Blind Peer Reviewed International Research Journal, 14, 8.
  • Marcoux, J. S., Filiatrault, P., & Cheron, E. (1997). The attitudes underlying preferences of young urban educated Polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5-29.
  • Memushi, A. (2013). Conspicuous consumption of luxury goods: literature review of theoretical and empirical evidences. International Journal of Scientific & Engineering Research, 4(12), 250-255.
  • Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
  • Minev, M., Petrova, B., Mineva, K., Petkova, M., & Strebkova, R. (2018). Self-esteem in adolescents. Trakia Journal of Sciences, 16(2), 114-118.
  • O'cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An international Research Review, 4(1), 25-39.
  • Öz, A. (2018). Sosyal medya ortamında gösterişçi tüketim: Bir uygulama/Conspicuous consumption on social media: An application.
  • Reindrawati, D. Y., Setiawan, F., Satrianto, M. D., & Nata, J. H. (2023). The Use of Social Media in Improving Literacy in Rural Village. TIJAB (The International Journal of Applied Business), 7(1), 50-58.
  • Rosenberg, M. (1965). Society and the adolescent self-image. Princeton University.
  • Ryu, J.S. (2015). The emergence of new conspicuous consumption. Journal of Distribution Science, 13(6), 5-10.
  • Sabir, İ., Naeem, M., & Amin, M. (2016, December). Determining the impact of social media intensity and celebrity culture on conspicuous consumption with mediating effect of materialism. In Proceedings of 2nd International Multi-Disciplinary Conference (Vol. 19, p. 20).
  • Saravanakumar, M. & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal 2012; 9(4), 4444-4451, ISSN: 1097-8135.
  • Si, S. (2016). Social media and its role in marketing. Business and Economic Journal J. 7, 203.
  • Smith, D., Leonis, T., & Anandavalli, S. (2021). Belonging and loneliness in cyberspace: impacts of social media on adolescents’ well-being. Australian Journal of Psychology, 73(1), 12-23.
  • Souiden, N., et al. (2011). A cross-cultural analysis of consumers’ conspicuous consumption of branded fashion accessories. Journal of International Consumer Marketing, 23, 329–343.
  • Tazghini, S., & Siedlecki, K. L. (2013). A mixed method approach to examining Facebook use and its relationship to self-esteem. Computers in Human Behavior, 29(3), 827-832.
  • Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
  • Trigg, A. B. (2001). Veblen, Bourdieu, and conspicuous consumption. Journal of Economic Issues, 35(1), 99-115.
  • Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning.
  • Veblen, T. (1899). The theory of the leisure class.
  • Velov, B., Gojković, V., & Đurić, V. (2014). Materialism, narcissism and the attitude towards conspicuous consumption. Psihologija, 47(1), 113-129.
  • Wai, L. K., & Osman, S. (2019). The influence of selfesteem in the relationship of social media usage and conspicuous consumption. International Journal of Academic Research in Business and Social Sciences, 9(2), 335-352.
  • Wang, R., Yang, F., & Haigh, M. M. (2017). Let me take a selfie: Exploring the psychological effects of posting and viewing selfies and groupies on social media. Telematics and Informatics, 34(4), 274-283.
  • We Are Social, Digital 2023. https://wearesocial.com/uk/blog/2023/01/the-changing-world-of-digital-in-2023/
  • Widjajanta, B., Senen, S. H., Masharyono, M., Lisnawati, L., & Anggraeni, C. P. (2018). The impact of social media usage and self-esteem on conspicuous consumption: Instagram user of Hijabers Community Bandung member. International Journal of eBusiness and eGovernment Studies, 10(2), 1-13.
  • Zachlod, C., Samuel, O., Ochsner, A., & Werthmüller, S. (2022). Analytics of social media data–State of characteristics and application. Journal of Business Research, 144, 1064-1076.

SOSYAL MEDYA KULLANIMININ VE BENLİK SAYGISININ GÖSTERİŞÇİ TÜKETİM ÜZERİNDEKİ ETKİSİ

Year 2023, Volume: 32 Issue: 2, 685 - 701, 23.10.2023
https://doi.org/10.35379/cusosbil.1216513

Abstract

Hem gelişmiş hem de gelişmekte olan ülkelerde gösterişçi tüketim günümüzde hızla artmaya devam etmektedir. Bireyler, sosyal medyanın ortaya çıkmasıyla gösterişçi tüketime bakış açısı da değişmiştir. Bunun nedeni gösterişçi tüketimin, bireyin sosyal medyayı kullanımlarına bağlı olarak değişmesidir. Bununla birlikte sosyal medya kullanımının benlik saygısını da arttırdığı görülmektedir. Benlik saygısının insan davranışı üzerinde doğrudan etkisi vardır. Artan bu benlik saygısı gösterişçi tüketimi de önemli derecede etkilemektedir. Bu çalışmanın temel amacı sosyal medya kullanımının ve benlik saygısının gösterişçi tüketim üzerindeki etkisini incelemektir. Çalışmanın bir diğer amacı ise sosyal medya kullanımının benlik saygısı üzerindeki etkisini incelenmektedir. Çalışmada kolayda örnekleme yöntemi ve verilerin toplanmasında birincil veri yöntemi olan anket kullanılmıştır. Anket verileri Adana ilinde yaşayan 402 katılımcıdan toplanmıştır. Çalışma sonucunda sosyal medya kullanımının gösterişçi tüketim üzerinde etkisi olduğu, benlik saygısının gösterişçi tüketimin üzerinde ise kısmi etkisi olduğu belirlenmiştir. Son olarak sosyal medya kullanımının benlik saygısı üzerinde etkisi olmadığı sonucuna ulaşılmıştır.

References

  • Amaldoss, W., & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51(10), 1449-1466.
  • Baumeister, R.F. (1998). The self. Case Western Reserve University.
  • Bronner, F., & de Hoog, R. (2021). Conspicuous leisure: The social visibility of cultural experiences. International Journal of Market Research, 63(3), 300-316.
  • Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 2006, 1.
  • Chaudhuri, H., Mazumdar, S., & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224.
  • Deniz, L., & Tutgun-Ünal, A. (2019). Sosyal medya çağında kuşakların sosyal medya kullanımı ve değerlerine yönelik bir dizi ölçek geliştirme çalışması. OPUS International Journal of Society Researches, 11(18), 1025-1057.
  • Emler, N. (2001). Self esteem: The costs and causes of low self worth.
  • Forest, A. L., & Wood, J. V. (2012). When social networking is not working: Individuals with low self-esteem recognize but do not reap the benefits of self-disclosure on Facebook. Psychological Science, 23(3), 295-302.
  • Guindon, M. H. (2002). Toward accountability in the use of the self‐esteem construct. Journal of Counseling & Development, 80(2), 204-214.
  • Guindon, M. H. (2010). Self-esteem across the lifespan: Issues and interventions. Routledge.
  • Hammerl, M., & Kradischnig, C. (2018). Conspicuous consumption (Marketing and Economics). Springer International Publishing AG.
  • Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması 2022. TÜİK (Türkiye İstatistik Kurumu), Türkiye, 2022.
  • Heatherton, T. F., & Wyland, C. L. (2003). Assessing self-esteem.
  • Ioanăs, E. & Stoica, I. (2014). Social media and its ımpact on consumers behavior. International Journal of Economic Practices and Theories, 4(2), 2014, Special issue on Marketing and Business Development, e-ISSN 2247–7225.
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There are 45 citations in total.

Details

Primary Language Turkish
Subjects Marketing (Other)
Journal Section Articles
Authors

Selin Torun 0000-0002-0463-0427

Hilal İnan 0000-0003-4321-0430

Publication Date October 23, 2023
Submission Date December 8, 2022
Published in Issue Year 2023 Volume: 32 Issue: 2

Cite

APA Torun, S., & İnan, H. (2023). SOSYAL MEDYA KULLANIMININ VE BENLİK SAYGISININ GÖSTERİŞÇİ TÜKETİM ÜZERİNDEKİ ETKİSİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 32(2), 685-701. https://doi.org/10.35379/cusosbil.1216513