The Psychological Motivations of Online Conspicuous Consumption

Qattan, Jude; Khasawneh, Mohammad Hamdi Al

doi:10.4018/ijebr.2020040101

Cited by 11 publications

(6 citation statements)

References 52 publications

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“…Johnson, Tariq and Baker (2008) also imply that people consume pro-social products not just for altruistic reasons but also in pursuit of achieving social status and prestige. Likewise, other studies examined that on social media the presentation of status and materialism, having a sense of accomplishment but also the demonstration of identity are factors concerning conspicuous consumption Lundblad & Davies, 2016;Qattan & Khasawneh, 2020). The results also show that the tribe wants to present its identity and stand out while communicating its sustainable fashion consumption on social media, which can be summarized as conspicuous behavior.…”

Section: Discussionmentioning

confidence: 77%

Kiel Journal of Consumer Studies 1

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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Section: Discussionmentioning

confidence: 77%

Kiel Journal of Consumer Studies 1

2023

KJCS

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“…Johnson, Tariq and Baker (2008) also imply that people consume pro-social products not just for altruistic reasons but also in pursuit of achieving social status and prestige. Likewise, other studies examined that on social media the presentation of status and materialism, having a sense of accomplishment but also the demonstration of identity are factors concerning conspicuous consumption (Bronner & de Hoog, 2018;Lundblad & Davies, 2016;Qattan & Khasawneh, 2020). The results also show that the tribe wants to present its identity and stand out while communicating its sustainable fashion consumption on social media, which can be summarized as conspicuous behavior.…”

Section: Discussionmentioning

confidence: 81%

Sustainable Fashion on Social Media

Hauth

Palm

Eisner

et al. 2023

KJCS

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The sustainable fashion tribe is interested in ethical and ecological fashion consumption. To inform and reach various people, they use social media networks. However, as fashion consumption is often being used as a representation of wealth and status, the question arises, whether the underlying motives of the tribe to communicate on social media are altruistic or, on the contrary, promote conspicuous consumption. This qualitative study explores the underlying motives of the tribe communicating about sustainable fashion consumption on social media. The analysis of the nine interviews show, that there are four main motives: altruistic, social, egoistic and prestige-related motives. Even though the altruistic motives can be reconciled with the tribes’ principal values, the results also show signs of conspicuous consumption in terms of prestige-related motives. When posting on social media the tribe wants to inform about and influence its followers to a more sustainable fashion consumption, but also wants to gain reputation and recognition for it. Still, it is concluded that conspicuous consumption of sustainable fashion on social media can promote sustainable consumption overall and having a positive effect on the environment.

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“…Previous studies have found that social comparison can lead to conspicuous consumption behavior [52,53]. This is because in social comparison, individuals are often exposed to information that others are better than themselves, thus experiencing self-threat [54].…”

Section: Social Comparison Tendency and Conspicuous Consumptionmentioning

confidence: 99%

Can Self-Presentation on Social Media Increase Individuals’ Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China

Lu,

Zhao,

Song

et al. 2024

JTAER

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Previous studies have mainly focused on the impact of social media self-presentation on individuals’ happiness and mental health, whereas few have attended to its potential influence on consumer behavior. A mixed-method empirical study with an online survey (N = 408) and an experimental study (N = 160) investigated the effects of social media self-presentation on individuals’ conspicuous consumption in China. We found that consumers’ self-presentation behavior on social media promoted tendencies for social comparison, thereby enhancing their conspicuous consumption. However, compared with individuals using social media less often, self-presentation had a more significant impact on the social comparison tendencies of users who used social media more often. Our study explains why individuals’ self-presentation on social media increases their conspicuous consumption tendencies. The study results contribute to the existing knowledge of how consumers’ behavior on social media affects their product preferences.

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The Psychological Motivations of Online Conspicuous Consumption

Cited by 11 publications

References 52 publications

Kiel Journal of Consumer Studies 1

Kiel Journal of Consumer Studies 1

Sustainable Fashion on Social Media

Can Self-Presentation on Social Media Increase Individuals’ Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China

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