The effect of social media usage on consumers' conspicuous consumption tendencies

In this study, it has been purposed to determine the effect of social media usage time and intensity on the tendency of conspicuous consumption and demographic characteristics in regard of three subjects. With this purpose, quota sampling surveys were made with 432 people in İzmir province by using the questionnaire including general social media usage and conspicuous consumption tendency scales. It is point out with the research that consumers have 5 different reasons of conspicuous consumption and intensity of social media usage 3 dimensions. According to the analysis results, the usage and duration of social media and the conspicuous consumption tendency differed according to demographic variables. A relationship is established between the tendency towards conspicuous consumption and duration of social media usage during the day, how frequently the user accessed their social media accounts and the intensity of interaction with other users. On the other hand, it was concluded that the duration of social media usage during the day and the frequency of entering social media accounts during the day accounts for only a very low percentage of conspicuous consumption tendency.