Sosyal Medya Kullanım Sıklığının Tüketicilerin Kompulsif Satın Alma Davranışlarına Etkisi: Gösterişçi Tüketim ve Materyalizmin Aracılık Rolü

Abstract

The aim of the research is to reveal the relationship between the frequency of use of social media platforms and compulsive buying behavior. In addition, it is to investigate the mediating role of conspicuous consumption and materialism in the relationship between social media use and compulsive buying. For this purpose, the hypotheses were tested by analyzing the data collected from 362 consumers with different sociodemographic characteristics in Turkey and Germany. The results of the research show that there is a significant and positive relationship, albeit low, between the frequency of social media use and materialism, conspicuous consumption and compulsive buying, and that conspicuous consumption and materialism have a partial mediation role between the frequency of social media use and compulsive buying. However, as a result of the analyzes made to determine the differences between Turkish and German consumers, it is seen that there are differences between these two consumer profiles with different cultural structures. Abstract The Effect Of Social Media Frequency On Consumers Compulsive Purchasing Behaviors: The Mediation Role Of Conspicuous Consumption And Materialism