Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption
As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and cha...
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| Format: | Article |
| Language: | English |
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University of South Florida (USF) M3 Publishing
2023-09-01
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| Series: | Journal of Global Business Insights |
| Subjects: | |
| Online Access: | https://digitalcommons.usf.edu/globe/vol8/iss2/4 |
| _version_ | 1797661567799525376 |
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| author | Duygu Firat |
| author_facet | Duygu Firat |
| author_sort | Duygu Firat |
| collection | DOAJ |
| description | As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s usage as a social media platform on conspicuous consumption. According to the findings, the intensity of Instagram usage influenced the dimensions of conspicuous consumption (status, social impact, and sociability). By emphasizing conspicuous consumption, companies have an opportunity to impress their customers. |
| first_indexed | 2024-03-11T18:46:27Z |
| format | Article |
| id | doaj.art-2aea6f8bc9004313a385a0d4c47993fb |
| institution | Directory Open Access Journal |
| issn | 2640-6489 |
| language | English |
| last_indexed | 2024-03-11T18:46:27Z |
| publishDate | 2023-09-01 |
| publisher | University of South Florida (USF) M3 Publishing |
| record_format | Article |
| series | Journal of Global Business Insights |
| spelling | doaj.art-2aea6f8bc9004313a385a0d4c47993fb2023-10-11T17:46:56ZengUniversity of South Florida (USF) M3 PublishingJournal of Global Business Insights2640-64892023-09-018210.5038/2640-6489.8.2.1241Effect of the intensity of Instagram usage as a social media tool on conspicuous consumptionDuygu Firat0Kocaeli UniversityAs internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s usage as a social media platform on conspicuous consumption. According to the findings, the intensity of Instagram usage influenced the dimensions of conspicuous consumption (status, social impact, and sociability). By emphasizing conspicuous consumption, companies have an opportunity to impress their customers.https://digitalcommons.usf.edu/globe/vol8/iss2/4conspicuous consumptionintensity of instagram usagesocial media |
| spellingShingle | Duygu Firat Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption Journal of Global Business Insights conspicuous consumption intensity of instagram usage social media |
| title | Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption |
| title_full | Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption |
| title_fullStr | Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption |
| title_full_unstemmed | Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption |
| title_short | Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption |
| title_sort | effect of the intensity of instagram usage as a social media tool on conspicuous consumption |
| topic | conspicuous consumption intensity of instagram usage social media |
| url | https://digitalcommons.usf.edu/globe/vol8/iss2/4 |
| work_keys_str_mv | AT duygufirat effectoftheintensityofinstagramusageasasocialmediatoolonconspicuousconsumption |