Erken annelik döneminde çevrimiçi sosyal karşılaştırma ve FOMO (gelişmeleri kaçırma korkusu): Tüketim, etki ve başa çıkma

Öz

Bu çalışma, erken dönem annelerin bakım veren ve tüketici rollerini nasıl deneyimlediklerini anlamak amacıyla sosyal ağ siteleriyle (SNS) kurdukları etkileşimi incelemekte; özellikle sosyal karşılaştırma ve FOMO’nun (Fırsatları Kaçırma Korkusu) tüketim davranışları ve öz algı üzerindeki etkisine odaklanmaktadır. FOMO, annelik kimliği ve dijital sosyalleşme kavramlarını bir arada ele alan araştırma, tüketici davranışı ve dijital kimlik literatüründeki önemli bir boşluğa yanıt vermektedir. Nitel bir yaklaşım benimsenmiş; veriler yarı yapılandırılmış görüşmeler aracılığıyla toplanmıştır. Bulgular, sosyal ağ siteleriyle etkileşimin FOMO’yu yoğunlaştırdığını ve bu durumun annelerin tüketim tercihlerini, arzularını ve psikososyal zorluklarla başa çıkma biçimlerini doğrudan etkilediğini göstermektedir. Çalışma, sosyal ağ sitelerinin ikili rolünü vurgulamaktadır: bu siteler destek ve verimlilik sunarken, aynı zamanda yanlış bilgi ve gerçek dışı temsiller gibi zorluklar da barındırmaktadır. Sosyal ağ siteleri topluluk kurmayı ve ürün keşfini kolaylaştırırken, aşırı kullanımları FOMO’yu artırmakta ve annelerin dijital çağda dayanıklılık ile iyi oluşlarını korumaya yönelik stratejiler geliştirmelerine yol açmaktadır. Bu araştırma, sosyal ağ sitelerinin erken dönem anneleri hem güçlendiren hem de sınırlayan bir yapı olarak annelerin tüketim tercihlerini ve öz algılarını nasıl şekillendirdiğini göstererek dijital anneliği anlamaya katkı sunmaktadır. Sosyal ağ siteleri, destek ve verimlilik sunarken aynı zamanda ulaşılması güç idealleri pekiştirerek kaygı ve kendinden şüphe etme duygularını da tetiklemektedir.

Anahtar Kelimeler

• Gelişmeleri Kaçırma Korkusu
• Sosyal Karşılaştırma
• Sosyal Ağ Siteleri
• Tüketim
• Erken Annelik

Online social comparison and fear of missing out (FOMO) in early motherhood: Consumption, influence, and coping

Öz

This study examines how early-stage mothers engage with social networking sites (SNS) to navigate their roles as caregivers and consumers, focusing on the impact of social comparison and fear of missing out (FOMO) on their consumption behaviors and self-perception. By integrating the concepts of FOMO, motherhood identity, and digital socialization, the research addresses gaps in the literature on consumer behavior and digital identity. Using a qualitative approach, data were collected through semi-structured interviews. The findings show that SNS engagement intensifies FOMO, influencing mothers' consumption choices, desires, and coping strategies in response to psychosocial challenges. The study highlights SNS's dual role: it provides support and efficiency while also presenting challenges, such as misinformation and unrealistic portrayals. While SNS facilitates community-building and product discovery, excessive use exacerbates FOMO, leading mothers to adopt strategies for resilience and well-being in a digital age. This research contributes to understanding digital motherhood by showing how SNS both empowers and constrains early-stage mothers, shaping their consumption choices and self-perceptions. It reveals that while SNS can offer support and efficiency, it also reinforces unattainable ideals, fueling anxiety and self-doubt.

Anahtar Kelimeler

• Fear of Missing Out
• Social Comparison
• Social Networking Sites
• Consumption
• Early Motherhood

Kaynakça

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