Kadınların Mutluluk Düzeylerinin Alışveriş ve Sosyal Medya Bağımlılığına Etkisi
The Effect of Women's Happiness Levels on Shopping and Social Media Addiction

Summary/Abstract: This study aims to examine the effect of women's happiness levels on social media addiction and online shopping addiction. The research was conducted using a quantitative method, and data were collected from 482 female participants. Pearson correlation and multiple regression analyses were used to evaluate the data. According to the results, a statistically significant and negative relationship was found between women's happiness levels and both social media addiction and online shopping addiction. The correlation results indicated a moderate negative relationship between online shopping addiction and happiness, and a weaker negative relationship between social media addiction and happiness. Regression analysis showed that social media addiction was a stronger negative predictor of happiness compared to online shopping addiction. These results suggest that women's behavioral addictions in the digital sphere cannot be explained solely by individual psychology but must also be contextualized within gender roles and the framework of neoliberal consumer culture.

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