Conspicuous Consumption on Social Media: A Quantitatıve Study on Unıversity Students’ Perceptions of Influencers

Demet Yalçın; Mustafa Koçer

Makale detayları

Conspicuous Consumption on Social Media: A Quantitatıve Study on Unıversity Students’ Perceptions of Influencers

Yazarlar:

Demet Yalçın | Mustafa Koçer

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim Teknolojisi ve Dijital Medya Çalışmaları

Dergi:

Erciyes İletişim Dergisi Vol.12 Issue 2, pp.441-462

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001355809

pISSN:

1308-3198

Anahtar kelimeler:

Özet:

 The conspicuous consumption tendencies frequently encountered at weddings and home visits have become easily visible at any time, without the limitations of time and space, thanks to social media platforms. Young people who actively use social media are increasingly exposed to content related to conspicuous consumption through the globalized internet networks. Influencers are among the primary individuals who contribute to the widespread dissemination of this consumption style in such environments. In this context, examining the perceptions of conspicuous consumption and influencers among young people who are active on social media emerges as a significant research topic for a better understanding of contemporary consumption trends. This study aims to identify university students perceptions of influencers, their tendencies toward conspicuous consumption, their motivations for following influencers, and the extent to which they aspire to emulate them. As part of the research, a survey was conducted with 732 university students from seven geographical regions across Türkiye. The survey was designed to measure undergraduate students perceptions of influencers and conspicuous consumption. The participants scored an average of 42.55 SD  18.56 out of a possible range of 22 to 110. When converted to a scale of 1 to 5, this corresponds to an average score of 1.93. Since this average is lower than 2.50, it can be concluded that the participants level of influence by influencers is below average. Additionally, the study found that participants levels of trust in influencers, tendencies toward conspicuous consumption, motivations for following influencers, and aspirations to emulate them were all below average across all items.

 The conspicuous consumption tendencies frequently encountered at weddings and home visits have become easily visible at any time, without the limitations of time and space, thanks to social media platforms. Young people who actively use social media are increasingly exposed to content related to conspicuous consumption through the globalized internet networks. Influencers are among the primary individuals who contribute to the widespread dissemination of this consumption style in such environments. In this context, examining the perceptions of conspicuous consumption and influencers among young people who are active on social media emerges as a significant research topic for a better understanding of contemporary consumption trends. This study aims to identify university students perceptions of influencers, their tendencies toward conspicuous consumption, their motivations for following influencers, and the extent to which they aspire to emulate them. As part of the research, a survey was conducted with 732 university students from seven geographical regions across Türkiye. The survey was designed to measure undergraduate students perceptions of influencers and conspicuous consumption. The participants scored an average of 42.55 SD  18.56 out of a possible range of 22 to 110. When converted to a scale of 1 to 5, this corresponds to an average score of 1.93. Since this average is lower than 2.50, it can be concluded that the participants level of influence by influencers is below average. Additionally, the study found that participants levels of trust in influencers, tendencies toward conspicuous consumption, motivations for following influencers, and aspirations to emulate them were all below average across all items.

 The conspicuous consumption tendencies frequently encountered at weddings and home visits have become easily visible at any time, without the limitations of time and space, thanks to social media platforms. Young people who actively use social media are increasingly exposed to content related to conspicuous consumption through the globalized internet networks. Influencers are among the primary individuals who contribute to the widespread dissemination of this consumption style in such environments. In this context, examining the perceptions of conspicuous consumption and influencers among young people who are active on social media emerges as a significant research topic for a better understanding of contemporary consumption trends. This study aims to identify university students perceptions of influencers, their tendencies toward conspicuous consumption, their motivations for following influencers, and the extent to which they aspire to emulate them. As part of the research, a survey was conducted with 732 university students from seven geographical regions across Türkiye. The survey was designed to measure undergraduate students perceptions of influencers and conspicuous consumption. The participants scored an average of 42.55 SD  18.56 out of a possible range of 22 to 110. When converted to a scale of 1 to 5, this corresponds to an average score of 1.93. Since this average is lower than 2.50, it can be concluded that the participants level of influence by influencers is below average. Additionally, the study found that participants levels of trust in influencers, tendencies toward conspicuous consumption, motivations for following influencers, and aspirations to emulate them were all below average across all items.

 Düğünlerde, ev ziyaretlerinde sıklıkla karşılaşılan gösterişçi tüketim eğilimleri, sosyal medya ortamları sayesinde zaman ve mekân sınırlaması olmaksızın her an görülebilir kolaylığa erişmiştir. Sosyal medya ortamlarını yoğun olarak kullanan gençler; küreselleşen internet ağları sayesinde gösterişçi tüketime dair paylaşılan içerikleri, daha sık görür hale gelmiştir. Bu tüketim tarzının bu ortamlarda yaygınlaşmasına kaynaklık eden kişilerin başında influencerlar gelmektedir. Bu bağlamda sosyal medya ortamlarında aktif olan gençlerin, gösterişçi tüketim ve influencer algısının ele alınması, günümüz tüketim eğilimlerinin daha iyi anlaşılması için önemli bir araştırma konusu olarak öne çıkmaktadır. Bu çalışma, üniversite öğrencilerinin influencerlara dair algılarını, gösterişçi tüketime dair eğilimlerini, influencerları takip etme motivasyonları ve özenilme düzeylerini saptamayı amaçlamaktadır. Çalışma kapsamında Türkiye geneli yedi coğrafi bölgede bulunan 732 üniversite öğrencisi ile anket çalışması yapılmıştır. Lisans öğrencilerinin influencer algısı ve gösterişçi tüketime dair algılarını ölçmek için oluşturulan anket sonuçlarında katılımcılar, 22 ile 110 puan arasında ortalama olarak 42,55 puan SS18,56 almıştır. Bu ortalama puan, 1 ile 5 arasında derecelendirildiğinde 1,93 puana denk gelmektedir. Bu veri, 2,50 ortalamadan daha düşük olduğundan katılımcıların influencerlardan etkilenme düzeyleri ortalamadan düşüktür denilebilir. Ayrıca, çalışmada influencerların güven düzeyi, gösterişçi tüketime dair eğilimleri, takip etme motivasyonları ve özenilme düzeyleri tüm ifadelerde ortalamanın altında kalmıştır.

Makale detayları

Conspicuous Consumption on Social Media: A Quantitatıve Study on Unıversity Students’ Perceptions of Influencers

Yazarlar:

Demet Yalçın | Mustafa Koçer

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim Teknolojisi ve Dijital Medya Çalışmaları

Dergi:

Erciyes İletişim Dergisi Vol.12 Issue 2, pp.441-462

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001355809

pISSN:

1308-3198

Social Media

Influencer

Conspicuous Consumption

Undergraduate Students.Sosyal Medya

Influencer

Gösterişçi Tüketim

Lisans Öğrencileri

Sayı

Makale detayları

Yazarlar: Demet Yalçın | Mustafa Koçer

Yayıncı: Erciyes University

Ana Başlıklar: İletişim Teknolojisi ve Dijital Medya Çalışmaları

Dergi: Erciyes İletişim Dergisi Vol.12 Issue 2, pp.441-462

Belge Tipi: Makale

Yayın Tarihi: 7/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001355809

pISSN: 1308-3198

Sayı

Yazarlar:

Demet Yalçın | Mustafa Koçer

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim Teknolojisi ve Dijital Medya Çalışmaları

Dergi:

Erciyes İletişim Dergisi Vol.12 Issue 2, pp.441-462

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001355809

pISSN:

1308-3198