Research Article


DOI :10.26650/JECS2022-1196419   IUP :10.26650/JECS2022-1196419    Full Text (PDF)

Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage

İbrahim Avcı

This research focuses on the materialistic tendencies and conspicuous consumption behaviors of consumers, especially in today's social media age. The research's goal is to determine the effect of materialistic tendencies on conspicuous consumption behavior and to investigate the role of social media usage in mediating this effect. The data were collected in this context using a prepared survey form, and 596 consumers participated in the survey during the data collection process. SPSS and AMOS programs were used to analyze the collected data. As a result of the analyses, it was discovered that the materialistic tendency had a positive and significant effect on both conspicuous consumption behavior and social media usage; it was also discovered that social media usage had a positive and significant effect on conspicuous consumption behavior. Furthermore, it was determined that social media usage has a partial mediation in the effect of materialistic tendency on conspicuous consumption behavior; in other words, a portion of the effect of materialistic tendency on conspicuous consumption behavior is realized through social media usage. Suggestions for both theory and practice were made in light of these findings.


PDF View

References

  • Akçalı, İ., & Hacıoğlu, G. (2022). Sosyal medya kullanım sıklığının tüketicilerin kompulsif satın alma davranışlarına etkisi: gösterişçi tüketim ve materyalizmin aracılık rolü. Pazarlama Teorisi ve Uygulamaları Dergisi, 5(1), 10327. 10.15659/patu. 8.1.065 google scholar
  • Akın, M. S. (2021). Benlik kurgusu ve materyalizmin gösterişçi tüketim eğilimine etkisi. Doğuş Üniversitesi Dergisi, 22(1), 219-239. Retrieved from https://dergipark.org.tr/tr/pub/doujournal/issue/66684/1043238 google scholar
  • Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95. https://doi. org/10.1016/S0022-4359(03)00007-1 google scholar
  • Avci, İ. (2022). The effect of conspicuous consumption behavior on wasteful consumption behavior: the intermediary role of hedonic consumption behavior. Journal of Economy Culture and Society, 65, 161-179. https://doi. org/10.26650/JECS2021-875642 google scholar
  • O’Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1), 25-39. https://doi.org/10.1002/cb.155 google scholar
  • Balıkçıoğlu, B., & Volkan, P. (2016). Sosyal medya, televizyon ve akran iletişiminin materyalizm ve gösteriş tüketimi üzerindeki etkisi: tüketici sosyalleşmesi perspektifi . Mustafa Kemal Üniversitesi Sosyal Bilimler EnstitüsüDergisi,13(35), 299-319. Retrieved from https://dergipark.org.tr/tr/pub/mkusbed/issue/24546/259998 google scholar
  • Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 11731182. https://doi.org/10.1037//0022-3514.51.6.1173 google scholar
  • Barzoki, M. H., Tavakol, M., & Vahidnia, A. (2014). Effects of sexual objectification on conspicuous consumption and materialism. Sexuality Research and Social Policy, 11, 153-162. https://doi.org/10.1007/s13178-014-0156-7 google scholar
  • Bayat, M., & Yıldırım, H. (2021). Dini yönelim eğilimi ve sosyal medya kullanımının gösterişçi tüketim üzerine etkisi. Journal of Management and Economics Research, 19(2), 149-172. https://doi.org/10.11611/yead.886937 google scholar
  • Bayuk, N., & Öz, A. (2018). Sosyal medya ortamında gösterişçi tüketimin sergilenmesi. Journal of Social And Humanities Sciences Research (JSHSR), 5(27), 2846-2861. https://doi.org/10.26450/jshsr.684 google scholar
  • Becan, C., & Eaghanioskoui, G. (2019). Gösterişçi tüketim aracı olarak İnstagramın tüketicilerin satın alma motivasyonuna etkisi. Yeni Medya Elektronik Dergisi, 3(2) , 84-101. Retrieved from https://dergipark.org.tr/tr/ pub/ejnm/issue/45008/561089 google scholar
  • Belk, R. W. (1987). Material values in the comics: a content analysis of comic books featuring themes of wealth. Journal of Consumer Research, 14(June), 26-42. https://doi.org/10.1086/209090 google scholar
  • Burroughs, James E., L. J. Shrum, & Aric Rindfleisch (2002), Does television viewing promote materialism? Cultivating American perceptions of the good life. In S. Broniarczyk, & K. Nakamoto (Ed.). Advances in Consumer Research (pp. 442-443). Provo, UT: Association for Consumer Research. google scholar
  • Chang, J. H., & Zhang, H. (2008). Analyzing online game players: from materialism and motivation to attitude. CyberPsychology & Behavior, 11(6), 711-714. https://doi.org/10.1089/cpb.2007.0147 google scholar
  • Chu, S. C., Windels, K., & Kamal, S. (2016). The influence of self-construal and materialism on social media intensity: a study of China and the United States. International Journal of Advertising: The Review of Marketing Communications, 35(3), 569-588. https://doi.org/10.1080/02650487.2015.1068425 google scholar
  • Foo-Nin Ho, & Jared Wong (2023) Disassociation from the common herd: conceptualizing (in)conspicuous consumption as luxury consumer maturity. Consumption Markets & Culture, 26(2), 139-15. https://doi.org/10. 1080/10253866.2022.2066655 google scholar
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. (7th Edition), New York: Pearson. google scholar
  • Hazar, M. (2011). Sosyal medya bağımlılığı-bir alan çalışması. iletişim Kuram ve Araştırma Dergisi, 32(1), 151-76. google scholar
  • Hız, G. (2011). Gösterişçi tüketim eğilimi üzerine bir alan araştırması (Muğla örneği). Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 117-128. Retrieved from https://dergipark.org.tr/tr/pub/oybd/issue/16338/17105 google scholar
  • Ismail, A. R., Nguyen, B., & Melewar, T. C. (2018). Impact of perceived social media marketing activities on brand and value consciousness: roles of usage, materialism and conspicuous consumption. International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, 12(3), 233-254. https://doi.org/10.1504/ IJIMA.2018.10013343 google scholar
  • İlhan, T., & Uğurhan, Y. Z. C. (2019). Sosyal medyada gösteriş tüketimi eğilimi ölçeği geliştirme çalışması. Gümüşhane Üniversitesi iletişim Fakültesi Elektronik Dergisi, 7(1), 28-60. https://doi.org/10.19145/e-gifder.440188 google scholar
  • Jenkins-Guarnieri, M. A. Wright, S. L., & Johnson, B. (2013). Development and validation of a social media use ıntegration scale. Psychology of Popular Media Culture, 2(1), 38-50. https://doi.org/10.1037/a0030277 google scholar
  • Kamal, S., Chu, S. C., & 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. https://doi.org/10.1080/15252019.2013.768052 google scholar
  • Koçak, P. G., & Uğurhan, Y. Z. C. (2022). Üniversite öğrencilerinin gösterişçi tüketim profillerinin incelenmesi: Nevşehir Hacıbektaş Veli Üniversitesi örneği. İNİF E- Dergi, 7(1), 151-170. https://doi.org/10.47107/ inifedergi.1076560 google scholar
  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th Globa). Edinburgh: Pearson Education, Inc. google scholar
  • Köroğlu, A., & Demir, E. (2022). Factors influencing conspicuous consumption. Enderun, 6(2), 156-167. Retrieved from https://dergipark.org.tr/en/pub/enderun/issue/72947/1163227 google scholar
  • Kumar, B., Bagozzi, R., Manrai, A., & Manrai, L. (2022). Conspicuous consumption: a meta-analytic review of its antecedents, consequences, and moderators. Journal of Retailing, 98(3), 471-485. https://doi.org/10.1016/j. jretai.2021.10.003 google scholar
  • Lee, M., Bae, J., & Koo, D. M. (2021). The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal. Asia Pacific Journal of Marketing and Logistics, 33(3), 869-887. https://doi.org/10.1108/APJML-12-2019-0689 google scholar
  • Lynn, M., & Haris, J. (1997). The desire for unique consumer products: a new individual differences scale. PsychMarke, 14, 601-616. https://doi.org/10.1002/(SICI)1520-6793(199709)14:6<601::AID-MAR5>3.0.C0;2-B google scholar
  • Nelissen, R. M. A., & Meijers, M. H. C. (2011). Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior, 32, 343-355. https://doi.org/10.1016Zj.evolhumbehav.2010.12.002 google scholar
  • Öztek, M., & Çengel, Ö. (2020). The role of self-esteem and materialism on conspicuous consumption tendency: a futuristic approach. Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 19(37), 535-550. Retrieved from https://dergipark.org.tr/tr/pub/iticusbe/issue/54570/744572 google scholar
  • Pellegrino, A., Abe, M., & Shannon, R. (2022). The dark side of social media: content effects on the relationship between materialism and consumption behaviors. Frontiers in Psychology, 13, 870614. https://doi.org/10.3389/ fpsyg.2022.870614 google scholar
  • Phillips W. J., & Back K. J. (2011). Conspicuous consumption applied to tourism destination. Journal of Travel & Tourism Marketing, 28,583-597. https://doi.org/10.1080/10548408.2011.603630 google scholar
  • Podoshen, J. S., Lu Li, L., & Zhang, J. (2011). Materialism and conspicuous consumption in China: a cross-cultural examination. International Journal of Consumer Studies, 35, 17-25. https ://doi.org/10.1111/j.1470-6431.2010.00930.x google scholar
  • Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891. https://doi.org/10.3758/ brm.40.3.879 google scholar
  • Richins, M. L., & Scott, D. (1992). A consumer values orientation for materialism and its measurement: scale development and validation. Journal of Consumer Research, 19(3), 303-316. https://doi.org/10.1086/209304 google scholar
  • Saad, G. (2007). The evolutionary bases of consumption. Mahwah, NJ: Erlbaum google scholar
  • Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer behavior (Eleventh E). New Jersey: Pearson Education, Inc. google scholar
  • Shukla, P. (2008). Conspicuous consumption among middle age consumers: psychological and brand antecedents. Journal of Product & Brand Management, 17(1), 25-36. https://doi.org/10.1108/10610420810856495 google scholar
  • Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.), Boston: Allyn and Bacon. google scholar
  • Taylor, D., & Strutton, D. (2016). Does Facebook usage lead to conspicuous consumption? The role of envy, narcissism and self promotion. Journal of Research in Interactive Marketing, 10(3), 231-248. https://doi. org/10.1108/JRIM-01-2015-0009 google scholar
  • Thoumrungroje, A. (2014). The influence of social media intensity and ewom on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15. https://doi.org/10.1016/j.sbspro.2014.07.009 google scholar
  • Tokmak, G. (2019). Materyalist eğilim ve tüketici ahlakının gösterişçi tüketim eğilimi üzerindeki etkisi. IBAD Sosyal Bilimler Dergisi, 5, 359-378. https://doi.org/10.21733/ibad.628704 google scholar
  • Wai, L. K., & Osman, S. (2019). The influence of self-esteem in the relationship of social media usage and conspicuous consumption. International Journal of Academic Research in Business and Socal Sciences, 9(2), 335-352. http://dx.doi.org/10.6007/IJARBSS/v9-i2/5549 google scholar
  • Ward, S., & Wackman, D. (1971). Family and media influences on adolescent consumer learning. American Behavioral Scientis, 14, 415-427. https://doi.org/10.1177/000276427101400315 google scholar
  • Ward, S., Bridges, K., & Chitty, B. (2005). Do incentives matter? An Examination of on-line privacy concerns and willingness to provide personal and financial information. Journal of Marketing Communications, 11(1), 2140. https://doi.org/10.1080/1352726042000263575 google scholar
  • Velov, B., Gojkovic, V., & Duric, V. (2014). Materialism, narcissism and the attitude towards conspicuous consumption. Psihologija, 47(1), 113-129. https://doi.org/10.2298/PSI1401113V google scholar
  • Widjajanta, B., Senen, S. H., Masharyono, M., Lisnawati, L., & Anggraeni, C. P. (2018). The impact of social media usage and self esteem on conspicuous consumption: Instagram user of Hijabers Community Bandung member. International Journal of eBusiness and eGovernment Studies, 10(2), 1-13. Retrieved from https://dergipark. org.tr/en/pub/ijebeg/issue/43700/536103 google scholar
  • Wong, N. Y. C. (1997). Suppose you own the world and no one knows? Conspicuous consumption, materialism and self. Advances in Consumer Research. Association for Consumer Research, 24, 197-203. Retrieved from https://www.acrwebsite.org/volumes/8037/volumes/v24/NA-24 google scholar
  • Zakaria, N., Wan-Ismail, W. N. A., & Abdul-Talib, A. N. (2021). Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on Malaysian Generation Y consumers’ purchasing of foreign brands. Asia Pacific Journal of Marketing and Logistics, 33(2), 526-560. https://doi.org/10.1108/APJML-07-2018-0283 google scholar

Citations

Copy and paste a formatted citation or use one of the options to export in your chosen format


EXPORT



APA

Avcı, İ. (2019). Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage. Journal of Economy Culture and Society, 0(0), -. https://doi.org/10.26650/JECS2022-1196419


AMA

Avcı İ. Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage. Journal of Economy Culture and Society. 2019;0(0):-. https://doi.org/10.26650/JECS2022-1196419


ABNT

Avcı, İ. Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage. Journal of Economy Culture and Society, [Publisher Location], v. 0, n. 0, p. -, 2019.


Chicago: Author-Date Style

Avcı, İbrahim,. 2019. “Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage.” Journal of Economy Culture and Society 0, no. 0: -. https://doi.org/10.26650/JECS2022-1196419


Chicago: Humanities Style

Avcı, İbrahim,. Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage.” Journal of Economy Culture and Society 0, no. 0 (May. 2023): -. https://doi.org/10.26650/JECS2022-1196419


Harvard: Australian Style

Avcı, İ 2019, 'Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage', Journal of Economy Culture and Society, vol. 0, no. 0, pp. -, viewed 28 May. 2023, https://doi.org/10.26650/JECS2022-1196419


Harvard: Author-Date Style

Avcı, İ. (2019) ‘Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage’, Journal of Economy Culture and Society, 0(0), pp. -. https://doi.org/10.26650/JECS2022-1196419 (28 May. 2023).


MLA

Avcı, İbrahim,. Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage.” Journal of Economy Culture and Society, vol. 0, no. 0, 2019, pp. -. [Database Container], https://doi.org/10.26650/JECS2022-1196419


Vancouver

Avcı İ. Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage. Journal of Economy Culture and Society [Internet]. 28 May. 2023 [cited 28 May. 2023];0(0):-. Available from: https://doi.org/10.26650/JECS2022-1196419 doi: 10.26650/JECS2022-1196419


ISNAD

Avcı, İbrahim. Materialistic Tendency and Conspicuous Consumption Behavior: The Mediating Role of Social Media Usage”. Journal of Economy Culture and Society 0/0 (May. 2023): -. https://doi.org/10.26650/JECS2022-1196419



TIMELINE


Submitted29.10.2022
Accepted30.04.2023
Published Online25.05.2023

LICENCE


Attribution-NonCommercial (CC BY-NC)

This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.