The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media

Abstract

This study aims to examine the relationship between women's self-confidence and conspicuous consumption tendency on social media. The research was designed in a relational screening model. The study sample consists of 311 university students reached by a simple random sampling method. A questionnaire form was used to collect data in the research. The questionnaire form consists of a demographic information form, self-confidence scale, and conspicuous consumption scale. Within the scope of the study, descriptive statistical analyses, correlation analyses, regression analyses, t-tests and ANOVA analyses were conducted. As a result of the analyses, it has been determined that self-confidence has negative and significant effects on conspicuous consumption. In addition, it has been determined that self-confidence differs significantly according to marital status, and income and conspicuous consumption differs significantly according to marital status. In terms of firms and policymakers, the self-confidence of individuals has been concluded that it is an essential factor that determines the purchasing behavior of consumers. In this context, another crucial point is that individuals with high self-confidence have relatively fewer demands for conspicuous consumption.

Potential Effects of Instagram Usage on Conspicuous Consumption of Premium Luxurious Fashion Products among Bulgarians

“…In addition to the demographic aspects, the findings corroborated previous results (Dubois et al, 2001;Selçuk Eti, 2022;Wang & Griskevicius, 2013) that women display more luxurious premium fashion goods and express more desire to do so than men. The female respondents also had higher monthly income, confirming the relationship between status consumption and income.…”

“…Conspicuous consumption has been a widely discussed topic in the academic literature. Prior research has thoroughly investigated mainly the relationship between conspicuous online consumption and self-esteem (Burnasheva & Suh, 2020;Kar Wai & Osman, 2019;Selçuk Eti, 2022), Facebook usage and narcissism (Neave et al, 2020;Niesiobędzka & Konaszewski, 2021;Taylor & Strutton, 2016), social media intensity (Shayeb & Deeb, 2023; In view of the existing gaps, the article aims to examine the impact and potential effect of Instagram usage on the conspicuous consumption of premium luxury fashion products among Bulgarian consumers. Therefore, the paper is organized as follows: It opens with a review of the literature on conspicuous consumption of luxury goods and the nexus with Bulgaria's historical and cultural background.…”