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.