FOMO, Sosyal Medya Kullanımı ve Plansız Satın Alma Arasındaki İlişki: Türkiye ve Almanya Arasında Kültürlerarası Bir Araştırma

Öz

Bu çalışmanın amacı tüketicilerin sosyal medya kullanımı ve FOMO eğilimleri ile plansız satın alma davranışları arasındaki ilişkiyi kültürel farklılıklar bağlamında incelemektir. Bu çerçevede çalışma, sosyal medya kullanımı, kaçırma korkusu ve plansız satın alma davranışından oluşan bir kümenin etkisini inceleyen kuramsal bir çerçeveyi test etmiştir. Araştırma, İstanbul ve Bremen’de öğrenim gören 700 üniversite öğrencisi üzerinde anket yöntemiyle yürütülmüştür. Bulgular, sosyal medya kullanımının ve FOMO düzeyinin plansız satın alma davranışı ile pozitif ve anlamlı ilişkili olduğunu göstermektedir. Ayrıca Türkiye’de yaşayan öğrencilerin plansız satın alma eğiliminin Almanya’daki öğrencilere kıyasla daha yüksek olduğu tespit edilmiştir. Bununla birlikte, araştırmanın en önemli sınırlılığı örneklemin yalnızca üniversite öğrencilerinden oluşmasıdır. Bu sınırlılık, sonuçların genellenebilirliğini kısıtlamaktadır. Çalışma, dijital etkileşimlerin ve kültürel faktörlerin tüketici davranışları üzerindeki etkilerini karşılaştırmalı olarak ortaya koyarak literatüre katkı sağlamaktadır.

Anahtar Kelimeler

• FOMO
• sosyal medya
• tüketici davranışı
• plansız satın alma
• kültürel farklılıklar
• İletişim Çalışmaları

The Relationship Between FOMO, Social Media Use, and Impulsive Buying: A Cross-Cultural Comparison of Turkey and Germany

Öz

The aim of this study is to examine the relationship between consumers’ social media use, fear of missing out (FOMO), and impulsive buying behavior within the context of cultural differences. The current study tested a theoretical framework that evaluated the influence of a set of social media usage, fear of missing out, and impulsive buying behavior. The research was conducted through a survey of 700 university students in Istanbul and Bremen. The findings indicate that social media use and FOMO are positively and significantly associated with impulsive buying behavior. Moreover, students in Turkey were found to have higher levels of impulsive buying compared to those in Germany. However, the main limitation of the study is that the sample consists solely of university students, which restricts the generalizability of the results. This study contributes to the literature by comparatively revealing the impact of digital interactions and cultural factors on consumer behavior.

Anahtar Kelimeler

• FOMO
• social media
• consumer behavior
• impulsive buying
• cultural differences
• Communication studies

Kaynakça

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