THE IMPACT OF ATTITUDE TOWARDS TRAVEL INFLUENCERS ON SOCIAL MEDIA ON CONSPICUOUS CONSUMPTION AND FOMO

Yıl 2024, Cilt: 17 Sayı: 3, 647 - 672, 26.09.2024

Şükran Karaca , Mehmet Halit Akın

Öz

The aim of the paper is to examine the impact of attitude towards travel influencers on social media on conspicuous consumption and the fear of missing out (FOMO), and to present the accumulated knowledge and recommendations expected to create a widespread impact on tourism businesses. In this context, the population of the paper consists of individuals aged 18 and over living in Türkiye who use Instagram as a social media channel, and the sample consists of a total of 388 people selected through the convenience sampling method. According to the findings, influencer credibility, consumption interest, and personal image representation have a positive effect on both personal and social FOMO. These findings indicate that trust in influencers increases participants' fear of missing out on things both personally and socially. Additionally, it is stated that individuals who have a tendency to purchase branded products for increased consumption and to stand out increase their concerns when they are not active on social media.

Anahtar Kelimeler

Conspicuous consumption, FOMO, Social media, Influencer, Tourism

SEYAHAT FENOMENLERİNE YÖNELİK TUTUMUN SOSYAL MEDYADA GÖSTERİŞÇİ TÜKETİM VE FOMO ÜZERİNDEKİ ETKİSİ

Öz

Çalışmanın amacı, seyahat fenomenlerine yönelik tutumun sosyal medyada gösterişçi tüketim ve günceli kaçırma korkusu (FOMO) üzerindeki etkisinin incelenmesi ve turizm işletmeleri temelinde konuyla ilgili yaygın etki oluşturması beklenen bilgi birikimi ve önerilerin sunulmasıdır. Bu kapsamda, çalışmanın evrenini Türkiye’de yaşayan 18 yaş ve üzeri sosyal medya kanalı olarak Instagram kullanan bireyler, örneklemini ise kolayda örnekleme yöntemiyle seçilmiş toplam 388 kişi oluşturmuştur. Elde edilen bulgulara göre, fenomen güvenirliği, tüketim ilginliği ve kişisel imaj temsiliyeti kişisel ve sosyal FOMO üzerinde pozitif bir etki oluşturmaktadır. Bu bulgular, fenomenlere olan güvenin hem kişisel hem de sosyal anlamda katılımcıların bir şeyleri kaçırma duygularını daha fazla artırdığını göstermektedir. Ayrıca daha fazla tüketim ve öne çıkmak amacıyla marka ürünleri satın alma eğiliminden olan bireylerin sosyal medyada aktif olmamaları durumundaki endişelerini artırdığı ifade etmektedir.

Anahtar Kelimeler

Gösterişçi tüketim, FOMO, Sosyal medya, Fenomen, Turizm

Kaynakça

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