The Impact of Conspicuous Consumption in Social Media on Purchasing Intentions
The Impact of Conspicuous Consumption in Social Media on Purchasing Intentions

Summary/Abstract: Purpose – With the rapid increase in the use of social media in the last decade, the conspicuous consumption lifestyle within society has been now transferred to the social media. Along with the changing culture of consumption, the consumer who witnesses such portrayals on social media aspires to and desires the same products and services. Having regard to this situation, this study examines the impact of the conspicuous consumption trend in social media on purchasing intentions. Accordingly, the study aims to discover whether social media is being used as a conspicuous consumption channel and whether these conspicuous portrayals affect purchasing intentions. Design/methodology/approach – A face to face survey was carried out with 409 participants who use social media. The collected data was analyzed with AMOS and SPSS statistical package programs using structural equation modelling.

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