GÖSTERIŞÇI TÜKETIM VE SOSYAL MEDYA BAĞIMLILIĞI: SOSYAL MEDYA KULLANIMININ ROLÜ

Yıl 2023, Cilt: 16 Sayı: 2, 249 - 278, 31.05.2023

Gökhan Akel , Gizem Candan

Öz

Bireylerin hayatlarının vazgeçilmez bir parçası haline gelen sosyal medya, değişen tüketim alışkanlıklarıyla birlikte dikkat çeken tüketim tarzının dijital platformlara aktarılmasına neden olmuştur. Bağımlılığa dönüşen sosyal medya kullanımı, gösterişçi tüketim ve sosyalleşme arzusu temelinde hedonik tüketim, paylaşım ihtiyacı ve sosyal yeterlilik açısından bireyleri etkilemektedir. Dolayısıyla bu çalışma bireylerin gösterişçi tüketime dayalı hedonik tüketim, paylaşma ihtiyacı ve sosyal yetkinliklerini değerlendirmeyi amaçlamaktadır. Yüksek öğrenimdeki öğrencilerin sosyal medya kullanımına ilişkin veriler incelenmiştir. Türkiye'de bir devlet üniversitesinden öğrenciler üzerinde çevrimiçi Google Form üzerinden anket hazırlanmış ve bu araştırmaya 637 kişi katılmıştır. (a) hedonik tüketimin, (b) paylaşma ihtiyacının ve (c) sosyal yeterliliğin sosyal medya bağımlılığını etkilediğini göstermektedir. Bu etki, sosyal medya kullanımının aracılık etkisinden kaynaklanmaktadır. Bu çalışmada, teorik ve pratik çıkarımlar ve sınırlamalar ve gelecekteki araştırma alanları da tartışılmaktadır.

Anahtar Kelimeler

Gösterişçi tüketim, Hedonik tüketim, Sosyal medya, Sosyal medya kullanımı, Sosyal medya bağımlılığı

CONSPICUOUS CONSUMPTION AND SOCIAL MEDIA ADDICTION: THE ROLE OF SOCIAL MEDIA USAGE

Öz

As an unavoidable part of the lives of people, social media has caused the consumption style, attracting attention with its changing consumption habits and transferring to digital platforms. When social media becomes an addiction, social media usage affects people in terms of hedonic consumption, their need for sharing, and social competence based on conspicuous consumption and socialization. Therefore, this study aims to evaluate the hedonic consumption, need for sharing, and social competence of individuals based on conspicuous consumption. We used data on social media usage by students in higher education. An online Google Form survey was conducted on students from a state university in Turkey, and 637 participants joined this research. The results show that (a) hedonic consumption, (b) need for sharing, and (c) social competence affects social media addiction. This effect occurs from the mediation effect of social media usage. In this study, theoretical and practical implications and limitations and future areas of research are discussed.

Anahtar Kelimeler

Conspicuous consumption, Hedonic consumption, Social media, Social media usage, Social media addiction

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