The role of social media in the hedonic consumption behaviour: A case study in students of Afyon Kocatepe University

Today, consumption is not just a need to meet. When people buy product or services, it adds an emotional meaning to consumption. Instead of the so-called hedonic consumption needs, a culture of consumption, where desires and emotions are at the forefont, emerges. With the rapid develepment of technology, social media platforms that enter our lives have an impact on hedonic consumption behaviors that provide this and emotional satisfaction. In this study, we tried to determine the role of social media in hedonic consumption behaviors. The data obtained from the study were analyzed with SPSS program. In the analysis, t-test, variance analysis, correlation analysis and chi-square test were used. According to the analysis, a positive relationship was found between daily time spent on social media and hedonic consumption behaviors.