The impact of social media usage and self-esteem on conspicuous consumption

Until today, conspicuous consumption increases continue rapidly in both developed and developing countries. With the emergence of social media, it has also changed the perspective of individuals towards conspicuous consumption. Because conspicuous consumption varies depending on how individuals use social media. However, the use of social media can also increase the self-esteem of the person. Self-esteem has a direct impact on human behavior. This increased self-esteem also significantly affects the conspicuous consumption. This study explains the effect of social media use and self-esteem on conspicuous consumption. As a result of the study, it was concluded that the use of social media has an effect on conspicuous consumption. It was concluded that another hypothesis, self-esteem has an effect on three sub-factors of conspicuous consumption and the last hypothesis, social media has no effect on self-esteem. Keywords: Social media usage, self-esteem, conspicuous consumption