The Effect of Narcissistic Personality Traits on Social Media Addiction and Conspicuous Consumption

Year 2019, Volume: 11 Issue: 18, 1373 - 1407, 30.06.2019

Mutlu Yüksel Avcılar , Sema Atalar

https://doi.org/10.26466/opus.553969

Cited By: 4

Abstract

The purpose of this study is to determine the effect of narcissism on
social media addiction and propensity to engage in conspicuous consumption.
When the existing literature was examined in a detailed way it was determined
that there were not any single studies to determine the effect of narcissistic
personality traits on social media addiction level and conspicuous consumption.
To fill this gap in the literature is the main motivation of this study. The
required data were obtained by using the convenience sampling and the
face-to-face survey method with 708 students studying at Gaziantep University.
The hypotheses stated in the conceptual model of the study were tested multiple
regression analysis (mediate effect analysis) using the PROCESS macro developed
by Hayes. The analysis result shows that the level of narcissism affects social
media addiction and conspicuous consumption tendency in a positive and
statistically significant way. In addition, the mediation impact analysis
reveals that social media addiction has a partial mediation effect between
narcissism and conspicuous consumption. The findings of the study could
contribute to the literature and might be useful for researchers investigating
the conspicuous consumption in future studies.

Keywords

Narcissism, Social media addiction, Conspicuous consumption

Narsistik Kişilik Özelliklerinin Sosyal Medya Bağımlılık Düzeyi ve Gösterişçi Tüketim Eğilimleri Üzerine Etkisinin Tespiti

Abstract

Bu çalışmanın amacı, narsisizm düzeyinin, sosyal medya bağımlılığı ve
gösterişçi tüketim eğilimleri üzerine etkisini tespit etmektir. Konuyla ilgili
alanyazın incelendiğinde; narsistik kişilik özelliklerinin sosyal medya
bağımlılık düzeyi ve gösterişçi tüketim eğilimleri üzerine etkisinin tespitine
yönelik çalışmanın olmadığı tespit edilmiştir. Literatürde yer alan bu boşluğu
doldurmak bu çalışmanın temel motivasyonunu oluşturmaktadır. Analiz için
gerekli olan veriler, kolayda örnekleme yöntemi ile Gaziantep Üniversitesinde
öğrenim gören 708 kullanıcıdan yüz yüze anket yöntemi kullanılarak elde
edilmiştir. Araştırmanın kavramsal modelinde belirtilen hipotezler, çoklu
regresyon analizi (aracı etki analizi) Hayes tarafından geliştirilen PROCESS
makrosu kullanılarak test edilmiştir. Analiz sonuçlarına göre narsisizm
düzeyinin, sosyal medya bağımlılık düzeyi ile gösterişçi tüketim eğilimlerini
pozitif yönde ve istatistiksel olarak anlamlı bir şekilde etkilediği tespit
edilmiştir. Ayrıca, aracı etki analiz sonuçlarına göre sosyal medya bağımlılık
düzeyi, narsisizm ile gösterişçi tüketim değişkenleri arasında kısmi aracılık
etkisine sahip olduğu belirlenmiştir. Çalışma sonucunda elde edilen bulguların
alanyazına katkıda bulunacağı ve gelecek dönemlerde gösterişçi tüketim
eğilimlerini araştıran çalışmalarda araştırmacılara yararlı olacağı
düşünülmektedir.

Keywords

Narsisizm, Sosyal medya bağımlılığı, Gösterişçi tüketim

References

• Ackerman, R. A., Witt, E. A., Donnellan, M. B., Trzesniewski, K. H., Robins, R. W., Kashy, D. A. (2011). What does the narcissistic personality inventory really measure? Assessment, 18. 67–87.
• Ames, D. R., Rose, P., Anderson, C. P. (2006). The NPI-16 as a short measure of narcissism. Journal of Research in Personality, 40. 440-450.
• Andreassen, C. S., Torsheim, T., Brunborg, G. S., Pallesen, S. (2012). Development of a Facebook addiction scal. Psychological Reports, 110 (2). 501-517.
• Andreassen, C. S. (2015). Online social network site addiction: a comprehensive review. Current Addiction Reports, 2 (2). 175-184.
• Andreassen, C. S. Pallesen, S. Griffiths, M. D. (2017). The relationship between addictive use of social media, narcissism, and self-esteem: findings from a large national survey. Addictive Behaviors, 64. 287–293.
• Atay, S. (2009). Narsistik Kişilik Envanteri’nin Türkçe’ye standardizasyonu. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11 (1). 181-196.
• Baron, R. M., Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6). 1173-1182.
• Bradlee, P. M., Emmons, R. A. (1992). Locating narcissism within the interpersonal circumplex and the five-factor model. Personality and Individual Differences, 13 (7). 821-830.
• Brailovskaia, J., Margraf, J. (2017). Facebook Addiction Disorder (FAD) among German students a longitudinal approach. Plos One, 12 (12). 1-15.
• Buffardi, L. E., Campbell, W. K. (2008). Narcissism and social networking web sites. Personality and Social Psychology Bulletin, 34 (10). 1303-1314.
• Burger, J. M. (2006). Kişilik psikoloji biliminin insan için söyledikleri. (İnan Deniz Erguvan-Sarıoğlu). KaknüsYayınları. İstanbul.
• Carpenter, C. J. (2012). Narcissism on Facebook: self-promotional and anti-social behavior. Personality and Individual Differences, 52. 482–486.
• Cihangiroğlu, N., Teke, A., Uzuntarla, Y. Ve Uğrak, U. (2014). Narsistik kişilik özellikleri kurumsal bağlılığı etkiler mi? C.Ü. İktisadi ve İdari Bilimler Dergisi, 15 (2). 173-185.
• Cihangiroğlu, N., Teke, A., Uzuntarla, Y., Uğrak, U. (2015). Narsist kişilik eğilimleri ile kurumsal bağlılık düzeyleri arasındaki ilişkinin analizi. Yönetim ve Ekonomi Araştırma Dergisi, 13 (1). 1-18.
• Cisek, S. Z., Sedikides, C., Hart, C. M., Godwin, H. J., Benson, V., Liversedge, S. P. (2014). Narcissism and consumer behavior: a review and preliminary findings. Frontiers in Psychology, 5 (232). 1-9.
• Corry, N., Merritt, R. D., Mrug, S., Pamp, B. (2008). The factor structure of the narcissistic personality inventory. Journal of Personality Assessment, 90 (6). 593-600.
• Çam, E., İşbulan, O. (2012). A new addiction for teacher candidates: social networks. The Turkish Online Journal of Educational Technology, 11 (3). 14-19.
• Ellison, N. B., Steinfield, C., Lampe, C. (2007). The benefits of Facebook ‘friends:’ social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12. 1143–1168.
• Emmons, R. A. (1984) Factor analysis and construct validity of the narcissistic personality inventory. Journal of Personality Assessment, 48 (3). 291-300.
• Emmons, R. A. (1987). Narcissism: theory and measurement. Journal of Personality and Social Psychology, 52 (1). 11-17.
• Folaranmi, A. O. (2013). A survey of Facebook addiction level among selected Nigerian University undergraduates. New Media and Mass Communication, 10. 70-80.
• Glover, N., Miller, J. D., Lynam, D. R., Crego, C., Widiger, T. A. (2012). The fivefactor narcissism inventory: a five-factor measure of narcissistic personality traits. Journal of Personality Assessment, 94 (5). 500-512.
• Griffiths, M. (1996), Behavioural addiction: an issue for everybody. Employee Councelling Today, 8 (3).19 – 25.
• Griffiths, M. D. (2005). A ‘components’ model of addiction within a biopsychosocial framework. Journal of Substance Use, 10 (4). 191–197.
• Griffiths, M. D. (2013). Social networking addiction: emerging themes and issues. Addiction Research Therapy, 4 (5). 1-2.
• Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. http://www.afhayes.com/ public/process2012.pdf
• Kang, Y. J., Park, S. Y. (2016). The perfection of the narcissistic self: a qualitative study on luxury consumption and customer equity. Journalof Business Research, 69 (9). 1-7.
• Kaplan, A. M., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53. 59-68.
• Kenny, D. A., Kashy, D., Bolger, N. (1998). Data analysis in social psychology. New York: McGraw-Hill.
• Kubarych, T. S., Deary I. J., Austin E. J. (2004). The narcissistic personality inventory: factor structure in a nonclinical sample. Personality and Individual Differences, 36. 857–72.
• Kuss, D. J., Shorter, G. W., vanRooij, A. J., Griffiths, M. D., Schoenmakers, T. (2013). Assessing internet addiction using the parsimonious internet addiction components model. A preliminary study. International Journal of Mental Health and Addiction, 11 (5).
• Kuss, D. J., Griffiths, M. D. (2017). Social networking sites and addiction: ten lessons learned. International Journal of Environmental Research and Public Health, 14 (311). 1-17.
• Mason, R. (1984). Conspicuous consumption: a literature review. European Journal of Marketing, 18 (3). 26–39.
• Mehdizadeh, S. (2010). Self-presentation 2.0: narcissism and self-esteem on Facebook. Cyberpsychology, Behavior, and Social Networking, 13 (4). 357-364.
• 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.
• Osatuyi, B. (2013). Information sharing on social media sites. Computers in Human Behavior, 29. 2622-2631.
• Pelling, E. L.,Behav, B., White, K. M. (2009). The theory of planned behavior applied to young people’s use of social networkting web sites. Cyberpsychol Behav, 12. 755–759.
• Preacher, K. J., Hayes, A. (2008). Asymptotic andre sampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40 (3).879-891.
• Przybylski, A. K., Murayama, K., DeHaan, C. R., Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29. 1841-1848.
• Raskin, R., Hall, C. S. (1979). A narcissistic personality inventory. Psychological Reports, 45. 590.
• Raskin, R., Terry, H. (1998). A principal-components analysis of the narcissistic personality inventory and further evidence of its construct validity. Journal of Personality and Social Psychology, 54 (5). 890-902.
• Reutter, K. K., Bigatti, S. M. (2014). Religiosity and spirituality as resiliency resources: moderation, mediation, or moderated mediation?. Journal for the Scientific Study of Religion, 53 (1). 56–72.
• Shukla, P. (2008). Conspicuous consumption among middle age consumers: psychological and brand antecedents. Journal of Product Brand Management, 17 (1). 25-36.
• Taylor, D., Strutton, D., (2016). Does Facebook usage lead to conspicuous consumption the role of envy, narcissism and self-promotion. Journal of Research in Interactive Marketing, 10 (3). 231-248.
• Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148. 7-15.
• Turel, O., Serenko, A. (2012). The benefits and dangers of enjoyment with social networking websites. European Journal of Information Systems, 21. 512 528.
• Velov, B., Gojkovic, V., Duric, V. (2014). Materialism, narcissism and the attitude towards conspicuous consumption. Psihologija, 47 (1). 113-129.
• Young, K. (1995). Social media addiction. http://netaddiction.com/ebay-addiction/
• Wang, C. L., Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects. Journal of Consumer Marketing, 21 (6). 391-400.
• Watson, P. J., Grisham, S., Trotter, M., Biderman, M. (1984). Narcissism and empathy: validity evidence for the narcissistic personality inventory. Journal of Personality Assessment, 48. 301-305.
• Watson, P. J., Morris, R. J. (1991). Narcissism, empathy and social desirability. Personality and Individual Differences, 12. 575-579.
• Witt, U. (2010). Symbolic consumption and the social construction of product characteristics. Structural Change and Economic Dynamics, 21 (1). 17–25.