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

Öz

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.

Anahtar Kelimeler

• Social Media Usage
• Self-Esteem
• Conspicuous Consumption

SOSYAL MEDYA KULLANIMININ VE BENLİK SAYGISININ GÖSTERİŞÇİ TÜKETİM ÜZERİNDEKİ ETKİSİ

Öz

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.

Anahtar Kelimeler

• Sosyal Medya Kullanımı
• Benlik Saygısı
• Gösterişçi Tüketim

Kaynakça

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