Abstract:

Globalization, the rapidly developing technology and the virtual world offered to individuals, consuming has become a social and cultural event today. Individuals have begun to use social media as a way to show the consumer behavior they perform for demonstration purposes to others. Thus individuals have begun to communicate their lifestyle through social media to other individuals, such as the things they possess, the places they travel, the food they consume, the activities they do in their leisure time. With these behaviors in social media, individuals reflect their social status and social classes in which they are. That’s why individuals want to create an image trying to make themselves different from other individuals. On the other hand, as in the consumption styles, the tendency of display consumption can also vary from individual to individual. This study has developed the Social Media Display Consumption Trend (SMGTE) scale in order to determine consumers’ display consumption trends in social media uses. The scans of literature and the findings obtained from the relevant reviews have created a SMGTE scale consisting of three factors, consumer interest, personal image representation and sharing satisfaction, and a total of 14 expressions. It has also been discussed by experts and academics. By applying the Kota sample method, the scale was applied to more than 400 people aged 15 to 54, then the scale was tested with the verifying factor analysis of the structure and separation validity of the scale. The findings have shown that the 14 expressive SMGTE scale is a valid and reliable scale.

Abstract:

Globalization, together with rapidly evolving technology and the virtual world presented to the individuals, consumption has become a sociocultural phenomenon nowadays.  Individuals have begun using social media as a way of showing their consumption behaviors to other people. Thus, individuals have begun to communicate their lifestyles through social media to other individuals, such as the objects they have, the places they visit, the foods they consume, and the activities they perform in their free time. With these behaviors in social media, individuals reflect their social status and the social classes they are in. Because of this,  individuals want to create an image that tries to make them different from other individuals. On the other hand, as in the consumption styles, the tendency to conspicuous consumption can be different from individual to individual. In this study, the conspicuous consumption tendency scale in social media (CCTSM) was developed in order to determine consumers tendency to conspicuous consumption in social media usage. As a result of the literature reviews and related examinations made, CCTSM scale consisting of 14 factors in total with three factors including consumer interest, personal image representation and share satisfaction was formed. Within this context, opinions were received from experts and academicians. With quota sampling method was implemented to over 400 individuals between 15 and 54 years of age and then the scale and disciriminant validity were tested by confirmatory factor analysis. Findings which were obtained demonstrated that CCTSM scale with 14 items is a valid and reliable scale.

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