The impact of conspicuous consumption in social Media on purchasing intentions

2022/05/24 by İbrahim Halil Efendioğku, Efendioğku, İbrahim Halil
Decision Sciences · Social Sciences · #Digital Marketing and Social Media #FOS: Economics and business #General Economics (econ.GN) #Technology Adoption and User Behaviour

paper · pdf · doi:10.48550/arxiv.2205.12026

openalex publication_date 2022/05/24 · openalex created_date 2022/05/27 · openalex updated_date 2026/07/28

Abstract

With the rapid increase in the use of social media in the last decade, the conspicuous consumption lifestyle within society has been now transferred to the social media. Along with the changing culture of consumption, the consumer who witnesses such portrayals on social media aspires to and desires the same products and services. Having regard to this situation, this study examines the impact of the conspicuous consumption trend in social media on purchasing intentions. Accordingly, the study aims to discover whether social media is being used as a conspicuous consumption channel and whether these conspicuous portrayals affect purchasing intentions

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