THE IMPACT OF SOCIAL MEDIA, TELEVISION, AND PEER COMMUNICATION ON MATERIALISM AND CONSPICUOUS CONSUMPTION: CONSUMER SOCIALIZATION PERSPECTIVE

Abstract

Consumer socialization is conceptualized as a processes which acquire knowledge, skills, and attitudes relevant to young people as consumers in the marketplace. This process is developed within a social learning system as a result of the interaction between consumer socialization agents and individual experiences. In context of consumer socialization, this study examines how socialization agents and social media usage frequency influence college students’ level of materialism and conspicuous consumption. Social media, peers, and television were identified as socialization agents. The study applied to the college students in Antakya, Turkey during fall semester of the 2015-2016 academic year. A total of 364 students were surveyed. The results show that materialism is related with conspicuous consumption. The analysis of regression indicated that, social media communication, social media usage years, peers, and TV positively predicts materialism. Also, consumer socialization through social media, and peers, affect conspicuous consumption.

Keywords

• Social Media
• Peer Communication
• Materialism
• Conspicuous Consumption
• Consumer Socialization

SOSYAL MEDYA, TELEVİZYON VE AKRAN İLETİŞİMİNİN MATERYALİZM VE GÖSTERİŞ TÜKETİMİ ÜZERİNDEKİ ETKİSİ: TÜKETİCİ SOSYALLEŞMESİ PERSPEKTİFİ

Abstract

Tüketici sosyalleşmesi perspektifiyle ele alındığında sosyal medya, bir sosyalleşme aracı olarak akran ve televizyon gibi sosyalleşme araçlarına benzer bir şekilde gençlerin tüketime yönelik bilgi, beceri ve tutumlarının oluşum sürecinde etkili olmaktadır. Bu çalışma ile gençlerin tüketime yönelik sosyal medya, akran ve televizyon iletişimi ile sosyal medya kullanım yılının materyalizm ve gösteriş tüketimi üzerindeki etkisinin ortaya çıkarılması amaçlanmıştır. Araştırma, Antakya’daki lise öğrencileri düzeyinde yapılmış olup analizler, 364 anket üzerinden yapılmıştır. Araştırmanın sonucuna göre materyalizm ile gösteriş tüketimi arasında pozitif yönde bir ilişki bulunmuş olup regresyon analizi sonucunda da tüketime yönelik sosyal medya, akran ve TV iletişimi ile sosyal medya kullanım yılının gençlerin materyalizm düzeylerinde etkili olduğu ortaya çıkmıştır. Aynı zamanda sosyal medya ve akran iletişiminin gösteriş tüketimi üzerinde de etkili olduğu tespit edilmiştir.

Keywords

• Sosyal Medya
• Akran İletişimi
• Materyalizm
• Gösteriş Tüketimi
• Tüketici Sosyalleşmesi

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