THE EFFECT OF SOCIAL MEDIA ON HEDONIC CONSUMPTION OF INDIVIDUALS

AyÅŸe ÅžAHÄ°N, Aytekin Firat

Turkish Journal of Marketing, 2018, vol. 3, issue 2, 16

Abstract: Today, factors as internet and social media lead to changes in the way of life of individuals. Due to these factors, consumption has begun to be interpreted in different forms. Hedonic consumption that comes from consumption by gaining the emotional satisfaction from shopping has gained importance rather than physical necessity. Social media is another factor that influences the emotional satisfaction of individuals and their consumption behavior. The purpose of this study is to determine whether social media is influencing on hedonic consumption behaviors. In the scope of the survey questionnaire was applied to the subjects aged 18 years and older in MuÄŸla with convenience sampling method. Two scales were used to determine hedonic consumption and social media behavior. According to the results, there is a positive relationship between the time spent in social media and hedonic consumption behavior and social media also have an influence on hedonic consumption behavior.

Keywords: Consumption; Hedonic Consumption; Social Media (search for similar items in EconPapers)
Date: 2018-08-20
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.tujom.org/index.php/1/article/view/37 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tjm:journl:2018-3-2-4

Access Statistics for this article

Turkish Journal of Marketing is currently edited by Ali Çağlar Çakmak

More articles in Turkish Journal of Marketing from Ali Çağlar Çakmak
Bibliographic data for series maintained by Ali Çağlar Çakmak ().