The Impact of Conspicuous Consumption in Social Media on Purchasing Intentions

Efendi̇oğlu, İbrahim Halil

doi:10.20491/isarder.2019.732

“…Attitudes toward social media advertising positively affect millennial buying interest, and peer communication also significantly influences millennial buying (Pandey, Sahu, & Dash, 2018). Efendiȯğlu (2019), in his research, also obtained results whereby social media is used as a conspicuous consumption channel that influences purchase intention and has a positive impact. In addition, it was found that social media marketing significantly influences purchase intention and brand loyalty (Laksamana, 2018).…”

Section: Purchase Intentionmentioning

confidence: 85%

“…Bogor, Depok, Tangerang, Bekasi), and knew promotions carried out through the Bittersweet by Najla TikTok account. Efendiȯğlu (2019), in his research, also obtained results whereby social media is used as a conspicuous consumption channel that influences purchase intention and has a positive impact. In addition, it was found that social media marketing significantly influences purchase intention and brand loyalty (Laksamana, 2018).…”

Section: Social Media Marketing Purchase Intentionmentioning

confidence: 87%

The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention

Meliawati¹,

Gerald²,

Aruman³

2023

JCS

21

0

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Social media has changed how companies and brands communicate with customers. To compete companies run social media marketing to obtain a competitive advantage. As a small and medium-sized company, Bittersweet by Najla utilizes social media marketing with TikTok and product quality to increase buying intention. This study aimed to determine the effect of social media marketing and product quality on purchase intention. The method used quantitative with a non-probability sampling technique, and questionnaires collected the data from 207 respondents. The analysis was carried out using the SEM-LISREL. The study results, first, social media marketing affects buying intention; second, product quality affects buying stake; and third, social media marketing and product quality are correlated with purchase intention. An indicator with the most significant value in social media marketing variables is TikTok, a brand that provides information search and services tailored to customer needs. In the product quality variable, one indicator has the most significant coefficient correlation value, namely the product's appearance. Therefore, Bittersweet by Najla continues to use TikTok as a social media platform for its marketing techniques and improve the quality of its products.

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“…al (2017) state that technology can increase the desire to consume. So, an increase in social media use could impact status-related consumerism concepts like conspicuous consumption (Efendioğlu, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Difference of Conspicuous Consumption between Gym and Home Workouts

Döbel

¹

,

Gerlach

²

,

Ingwersen

³

et al. 2023

KJCS

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This study examines current developments of conspicuous consumption in the fitness community on social media. During the Covid-19-pandemic digital communities had to change as in-person events were canceled. This paper investigates the differences in conspicuous consumption for fitness content creators, depending on their workout location (gym vs. home workout). Through a netnography based on Instagram, posts and videos were qualitatively analyzed. While conspicuous consumption was present in both workout styles, it differed in its manifestation. Posts about gym workouts focused more unilaterally on the status of the content creator by using measurable goals, lighting, posing, and hashtags about their body parts. In contrast, home workouts focused on the status achieved through community building by showing training instructions for the followers and engaging in the comments. Social media users seem to be able to engage in conspicuous consumption with the fitness community through following content creators.

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“…state that technology can increase the desire to consume. So, an increase in social media use could impact status-related consumerism concepts like conspicuous consumption (Efendioğlu, 2019).…”

Section: Introductionmentioning

confidence: 99%

Kiel Journal of Consumer Studies 1

2023

KJCS

0

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This study examines current developments of conspicuous consumption in the fitness community on social media. During the Covid-19-pandemic digital communities had to change as in-person events were canceled. This paper investigates the differences in conspicuous consumption for fitness content creators, depending on their workout location (gym vs. home workout). Through a netnography based on Instagram, posts and videos were qualitatively analyzed. While conspicuous consumption was present in both workout styles, it differed in its manifestation. Posts about gym workouts focused more unilaterally on the status of the content creator by using measurable goals, lighting, posing, and hashtags about their body parts. In contrast, home workouts focused on the status achieved through community building by showing training instructions for the followers and engaging in the comments. Social media users seem to be able to engage in conspicuous consumption with the fitness community through following content creators.

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The Impact of Conspicuous Consumption in Social Media on Purchasing Intentions

Cited by 15 publications

References 21 publications

The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention

The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention

The Difference of Conspicuous Consumption between Gym and Home Workouts

Kiel Journal of Consumer Studies 1

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