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

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

1. Achenreiner, G.B. (1997). Materialistic values and susceptibility to influence in children. Advances in Consumer Research, 24: 82-87.
2. Açıkalın S. ve Erdoğan L. (2004). Veblen'ci Gösteriş Amaçlı Tüketim. Selçuk Üniversitesi İİBF Sosyal ve Ekonomik Araştırmalar Dergisi, 4(18): 1-18. http://sead.selcuk.edu.tr/sead/article/view/385, (28.08.2015).
3. Akdoğan, Ş. ve Dursun, Y. (1995). Ortaokul ve Lise Öğrencilerinin Tüketici Olarak Sosyalleşmelerinde Ailenin ve Arkadaşların Etkileri. Erciyes Üniversitesi Sosyal Bilimler Enstitü Dergisi, 6: 333-346.
4. Aşçı, E. (2006). Televizyondaki Çizgi ve Animasyon Karakterlerin Farklı Yerleşim Yerlerinde Yaşayan Çocukların Tüketici Davranışlarına Etkisinin İncelenmesi. Ankara Üniversitesi Fen Bilimleri Enstitüsü, Yüksek lisans Tezi, http://acikarsiv.ankara.edu.tr/browse/3066/3917.pdf, (09.09.2015).
5. Ateşoğlu, İ. ve Türkkahraman, M. (2009). Çocukların Tüketici Olarak Sosyal-leşmesi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(3): 215-228.
6. Bindah, E. V. ve Othman, Md N. (2011). The Role of Family Communication and Television Viewing in the Development of Materialistic Values among Young Adults. International Journal of Business and Social Science, 2 (23): 238-248.
7. Bush, A.J., Smith, R. ve Martin, C. (1999). The Influence of Consumer Socialization Variables on Attitude Toward Advertising: A Comparison of African Americans and Caucasians. Journal of Advertising, 28 (3): 13-24.
8. Chacko, S.P. ve Ramanathan, H.N. (2015). Materialism and Conspicuous Consumption – The Extend Matters. A Study among Consumers in Kerala. Interna-tional Journal of Emerging Research in Management &Technology, 4(5): 381-387, http://www.ermt.net/docs/papers/Volume_4/5_May2015/V4N5-293.pdf, (20.11.2015).

9. Chung, E. ve Fischer, E. (2001). When conspicuous consumption becomes in-conspicuous: the case of the migrant Hong Kong consumers’. Journal of Consumer Marketing, 18(6): 474-487.
10. Cohen, L., Manion, L. ve Morrison, K. (2000) Research Methods in Education, 5th. Companies,6, http://lib.dtc.ac.th/ebook/BusinessAdmistration/5183.pdf, (09.12.2015).
11. Çınar, İ. (2014). Ölüm Kaygısı ve Gösterişçi Tüketim Eğilimi. Iğdır Üniversitesi Sosyal Bilimler Dergisi, 5: 89-104.
12. Çınar, R. ve Çubukçu, İ. (2009). Tüketim Toplumunun Şekillenmesi ve Tüketici Davranışları -Karşılaştırmalı Bir Uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(1): 277-300.
13. Doğan Südaş, H. ve Töge, B. (2015). Sosyal Ağlarda Tüketim Temelli Akran İletişiminin İncelenmesi: Adana İlinde Bir Uygulama. Akademik Sosyal Araştırmalar Dergisi, 3(15): 309-327.
14. Dotson, M. J. ve Hyatt, E. M. (2005). Major Influence Factors in Children’s Consumer Socialization. Journal of Consumer Marketing, 22(1): 35-42.
15. Fitzmaurice, J. ve Comegys, C. (2006). Materialism and Social Consumption. Journal of Marketing Theory and Practice, 14(4): 287-299.
16. Goldberg, M.E., Gorn, G.J., Peracchio, L.A. ve Bamossy, G. (2003). Understanding materialism among youth. Journal of Consumer Psychology, 13(3): 278-288.
17. Greenberg, B. S. ve Brand, J.E. (1993). Television News and Advertising in Schools: The Channel One Controversy. Journal of Communication, 43(1), http://çevrimiçilibrary.wiley.com/doi/10.1111/j.1460-2466.1993.tb01252.x/abstract, (04.08.2015).
18. Gregorio, F. ve Sung, Y. (2010). Understanding Attitudes Toward and Beha-viours in Response to Product Placement. Journal of Advertising, 39(1): 83-96.
19. Hayta, A. B. (2008). Socialization of the Child as a Consumer. Family and Consumer Sciences Research Journal, 37(2): 167-184.
20. John, D. R. (1999). Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research. Journal of Consumer Research, 26: 186-213.
21. Kadıoğlu Kaban, Z. (2013). Kitle İletişim Araçlarının Şekillendirdiği Sosyal Kim-likler ve Aidiyet Duygusu Ekseninde Tüketici Davranışları. İstanbul Üniversitesi İleti-şim Fakültesi Dergisi, 2(45): 101-114.
22. Kamal, S. Chu, S.C. ve Pedram, M. (2013). Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations. Journal of Interactive Advertising, 13(1): 27-40.
23. Kasser, T. (2002). The high price of materialism. The MIT Press. Cambridge, Massachusetts. London, England.
24. Kasser, T., R., Couchman, C. E., ve Sheldon, K. M. (2004). Materialistic values: Their causes and consequences. In T. Kasser & A. Kanner (Eds.), Psychology and consumer culture: The struggle for a good life in a materialistic world, Washington, D.C.: American Psychological Association, 11-28.
25. Köksal, Y. ve Özdemir, Ş. (2013). Bir İletişim Aracı Olarak Sosyal Medya’nın Tutundurma Karması İçerisindeki Yeri Üzerine Bir İnceleme. Süleyman Demirel Üni-versitesi İİBF Dergisi 18(1): 323-337.
26. Lehdonvirta, V. (2010). Online spaces have material culture: goodbye to digi-tal post-materialism and hello to virtual consumption. Media, Culture & Soci-ety 32(5): 883-889.
27. Lenhart, A. (2009). Teens and sexting: How and why minor teens are sending sexually suggestive nude or nearly nude images via text messages. Washington, DC: Pew Internet & American Life Project. http://www.pewinternet.org/files/oldedia/Files/Reports/2009/PIP_Adult_social_networking_data_memo_FINAL.pdf.(06.03.2016).
28. Liebert, R. M. (1986). Effects of television on children and adolescents. Jour-nal of Developmental and Behavioral Pediatrics, 7(1), http://journals.lww.com/jrnldbp/Abstract/1986/02000/Effects_of_Television_on_Children_and_Adolescents.8.aspx, (03.08.2015).
29. Lueg,E.J., Ponder, N., Beatty,S.E. ve Capella, M.L. (2006). Teenagers use of alternative shopp channels : A consumer socializationperspective. Journal of Retailing, 82 (2): 137–153.
30. McNeal, J. (1992). Kids as customers: A hand book of marketing to children. Lexington Books, New York.
31. McNeal, J. U. ve Ji, M. J. (1999). Chinese Children as Consumers: An Analysis of Their New Product Information Sources. Journal of Consumer Marketing, 16(4): 345-364.
32. Moore, E. ve Bowman, G. (2006). Of Friends and Family: How Do Peers Affect the Development of Intergenerational Influences? Labovitz School of Business & Economics, University of Minnesota Duluth, Association For Consumer Re-search, 536-542, http://www.acrwebsite.org/volumes/v33/v33_10030.pdf, (31.10.2015).
33. Moore, R.L. ve Moschis, G.P. (1981). The Effects of Family Communication and Mass Media Use on Adolescent Consumer Learning. Journal of Communication, 31: 42-51.
34. Moschis, G. P. ve Churchill, G. A. Jr (1978). Consumer Socialization: A Theori-cal and Empirical Analysis. Journal of Marketing Research, 15: 599-609.
35. Moschis, G. P., Moore, R. ve Smith, R. B. (1984). The Impact of Family Com-munication on Adolescent Consumer Socialization. Journal of Marketing Research, 11(1): 314-319.
36. Moschis, G.P. (1981). Patterns of Consumer Learning. Journal of the Academy of Marketing Science, 9(2): 110-126.
37. Moschis, G.P. ve Churchill, G.A. (1979). An Analysis of the Adolescent Consumer. Journal of Marketing, 43: 40-48.
38. Moschis, G.P. ve Moore, R.L. (1979). Decision Making Among the Young: A Socialization Perspective. Journal of Consumer Research, 6: 101-112.
39. Park, M.A. N., Kerk, F., Kee, M.A. ve Sebastia´N V. M.A. (2009). Being Immersed In Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes. Cyberpsychology & Behaviour, 12(6): 729-733.
40. Pelling, E. L., ve White, K. M. (2009). The theory of planned behavior applied to young people's use of social networking Web sites. CyberPsychology & Behavior, 12(6): 755-759.
41. Quadir, E. S. (2012). Materyalist Değer Eğiliminin Gelişiminde Tüketici Sosyalizasyonunun Rolü. Eğitim ve İnsani Bilimler Dergisi, 3(6).
42. Senthil Kumar, S. ve Ramachandran, T. ve (2011). Social Networking: A Via Media for Consumer Socialization. eProceedings for 2011 Internatıonal Research Conference And Colloquıum, Contemporary Research Issues and Challenges in Emerging Economies Graduate School of Business, University Tun Abdul Razak, Malaysia in Oct.
43. Richins, M. L. ve Dawson, S. (1992). A Consumer Values Orientation for Materialism and its Measurement: Scale Development And Validation. Journal of Consumer Research, 19 (3): 303-316, http://jcr.oxfordjournals.org/content/19/3/303.full-text.pdf , (03.09.2015).
44. Russell W. ve Pollay, R. W. (1985). Images of Ourselves: The Good Life in Twentieth Century Advertising. Journal of Consumer Research, 11 (March), 887-897.
45. Schiffman, L.G. ve Kanuk, L.L. (1991). Consumer Behaviour. Fourth Edition. Engelwood Cliffs, New Jersey: Prentice-Hall International, Inc.
46. Taylor, D. G., Lewin, J. E. ve Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? Business Faculty Publications.
47. Thoumrungroje, A. (2014). The Influence of Social Media Intensity and EWOM on Conspicuous Consumption. Procedia - Social and Behavioral Sciences, 148: 7-15.
48. Todd P., Advincula, D., Austin, M. S, Graiko, S. ve Snyder, J. (2012. Digital And Social Media In The Purchase Decision Process A Special Report From The Advertising Research Foundation. Journal of Advetising Research, December. DOI: 10.2501/JAR-52-4-479-489.
49. Tokgöz, O. (1979). Televizyon Reklamları ve Çocuklar. Ankara Üniversitesi SBF Dergisi, 34(1), http://dergipark.ulakbim.gov.tr/ausbf/article/view/5000054110.
50. Trigg, A. (2001). Veblen, Bourdieu, and Conspicuous Consumption. Journal of Economic Issues, 35 (1): 99-115.
51. Vandana U, Lenka (2013). A review on the role of media in increasing materialism among children. Procedia - Social and Behavioral Sciences, 133, http://www.sciencedirect.com/science/article/pii/S187704281403122X, (08.28.2015).
52. Veblen, Torstein (2005). Aylak Sınıfın Teorisi. Babil Yayınları, (Çeviri: Zeynep Gültekin ve Cumhur Atay), İstanbul.
53. Wang, X., Chunling, Y. ve Yujie, W. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26: 198–208.
54. Ward, S. (1974). Consumer Socialization. The Journal of Consumer Research, 1(2): 1-14.
55. Ward, S. ve Wackman, D. (1971). Family and media influences on adolescent consumer learning. American Behavioral Scientist, 14(3), http://abs.sagepub.com/content/14/3/415.extract, (10.09.2015).