The impact of social media on conspicuous consumption: The case of Batman University

Consumers generally shape their purchasing behavior by showing interest in products that are popular on social media and being guided through these platforms. In this context, the recommendations of social media influencers and celebrities are of great importance, especially for young consumers. Social media has become a tool for individuals to display their status in society and express themselves, acting as a factor that enhances conspicuous consumption. This study examines the effect of social media on conspicuous consumption and its reflections on Batman University students. The aim of the study is to determine the effect of social media use on conspicuous consumption and, in this context, to reveal how the social media habits of Batman University students are reflected in their consumption behavior. To achieve this, a survey was administered to 540 students at Batman University. The data were recorded in statistical analysis programs and analyzed using various statistical methods, including reliability analysis, factor analysis, t-tests, one-way analysis of variance (anova), and regression analyses. The analyses revealed that social media use has a positive and significant effect on conspicuous consumption. Additionally, it was found that students' income levels and the frequency of their social media use significantly impact their conspicuous consumption behaviors. Based on the findings, various suggestions are offered on how conspicuous consumption is shaped through social media and how consumer behavior is directed. These suggestions include increasing awareness about social media use, supporting consumers with protective measures, and reducing the negative effects of conspicuous consumption tendencies. The research provides important contributions to understanding the effects of social media on consumer behavior and managing these effects.