The effect of conspicuous consumption purchasing behavior on digital compulsive purchasing behavior and the mediating role of the digital self

This study explores the impact of conspicuous consumption behavior on digital compulsive buying behavior and examines the mediating role of digital self in this relationship. Conspicuous consumption refers to the expenditures made by individuals motivated by the desire to gain social status, prestige, or reinforce a sense of belonging. The study focuses on how this behavior manifests in the digital realm and its effects on individuals' consumption habits on digital platforms. Digital compulsive buying behavior encompasses the tendency of individuals to engage in uncontrolled online shopping, which is often associated with various psychological and sociological factors. This research investigates how the motivations behind conspicuous consumption influence individuals' shopping tendencies in the digital environment. The concept of digital self pertains to how individuals define themselves in the digital world and how this identity influences their online shopping habits. A key research question of this study is whether the digital self plays a mediating role in the relationship between conspicuous consumption and compulsive buying. A review of the literature indicates that conspicuous consumption, when combined with motivations such as self-expression, gaining approval from others, and seeking social acceptance on digital platforms, can trigger digital compulsive buying behavior. Additionally, the digital self may play a significant mediating role in influencing individuals' consumption decisions in digital settings. The methodology of this study employs a combination of quantitative and qualitative analysis techniques, supported by data collected from various demographic groups in Turkey. The findings reveal a significant relationship between conspicuous consumption and digital compulsive buying, mediated by the digital self. This thesis contributes to the literature on digital marketing and consumer behavior by providing valuable insights into emerging consumption behaviors shaped in the digital age. The study's findings offer a foundation for future research on the effects of concepts like conspicuous consumption and digital self on new shopping dynamics in the digital era. Keywords: Conspicuous consumption, digital compulsive buying, digital self, consumer behavior, digital marketing.