Presentation analysis of show-oriented consumer goods as a performance item in social media: The example of Starbucks and Instagram

Starbucks, which is a conspicuous consumption product, is seen as a luxury consumption product with its quality coffee varieties and prestige. The visual presentation of consumption is done effectively with Instagram, a social media platform. Why do individuals feel the need to present the product they consume? The answer to his question was sought during the thesis process. In this process, interpersonal exposure and surveillance factors emerge. While some individuals are presenting the luxury product they consume, some individuals tend to observe and imitate the consumption of this product and tend to jump into a different position from their own class and place their existence on a material phenomenon. The act of consumption, out of necessity and necessity, becomes an element of demonstration and has a quality that supports individuals' own presentation. The Instagram application, which is used effectively today, provides the diversity of interpersonal interaction and communication with the visual platform it offers to individuals. In the selection of Starbucks and the Instagram application, the consumption of the product by people and the usage scales of social media platforms were taken as a basis. Individuals from different classes, age groups and different education levels present the product from their personal accounts by making photographs, location notifications and tags about Starbucks. The reasons for sharing these content are different from each other. The presentation of Starbucks, which is a conspicuous consumption product, on Instagram, the social media platform, was applied face-to-face in the Starbucks venue within the scope of purposeful sampling in the form of a survey method with content analysis in the thesis. Before the survey was conducted, questions were directed to a prototype group and tangent to the SPSS program.