BALIKÇIOĞLU, Betül Mustafa Kemal Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , VOLKAN, Pelin Mustafa Kemal Üniversitesi (MKÜ), Şubesi - Türkiye Halk Bankası, Turkey

THE IMPACT OF SOCIAL MEDIA, TELEVISION, AND PEER COMMUNICATION ON MATERIALISM AND CONSPICUOUS CONSUMPTION: CONSUMER SOCIALIZATION PERSPECTIVE

40386

Consumer socialization is conceptualized as a processes which acquire knowledge, skills, and attitudes relevant to young people as consumers in the marketplace. This process is developed within a social learning system as a result of the interaction between consumersocialization agents and individual experiences. In context of consumer socialization, this study examines how socialization agents and social media usage frequency influence college students’ level of materialism and conspicuous consumption. Social media, peers, and television were identified as socialization agents. The study applied to the college students in Antakya, Turkey during fall semester of the 2015-2016 academic year. A total of 364 students were surveyed. The results show that materialism is related with conspicuous consumption. The analysis of regression indicated that, social media communication, social media usage years, peers, and TV positively predicts materialism. Also, consumer socialization through social media, and peers, affect conspicuous consumption.

299

Social Media , Peer Communication , Materialism , Conspicuous Consumption , Consumer Socialization

Mustafa Kemal University Journal Of Graduate School Of Social Sciences

319