The mediating role of narcissistic personality traits in adult conspicuous consumption inclination's effect on life satisfaction

This research aims to find the effect of the inclination towards conspicuous consumption in social media on life satisfaction via narcissistic personality traits. In this regard, sub-dimensions of the said inclination such as affinity for consumption, personal image representation and share satisfaction have been perceived as independent, and life satisfaction has been regarded as a dependent variable, and the mediating role of narcissistic personality traits has been tested. The tools used were Scale for Inclination towards Conspicuous Consumption in Social Media (SICCSM), Life Satisfaction Scale (LSS) and Narcissistic Personality Inventory (NPI). Data for the research has been gathered from 365 people above 18 years of age via an online questionnaire. The data has been tested with the SPSS program. To analyze the research findings tests such as T-Test, one-way analysis of variance (ANOVA), simple and multiple regression analyses were used. According to the results, all sub-dimensions of the inclination towards conspicuous consumption in social media have a positive relation with narcissistic personality traits and a negative relation with life satisfaction. It has been determined that narcissistic personality traits do not have a mediating role in the effect of the inclination towards conspicuous consumption in social media on life satisfaction. Also, differing states of all dependent, independent and mediating variables have been analyzed in terms of demographics. A discussion was made regarding the findings and their comparison to the data found in literature.