MATERIALISM AMONG TEENAGERS, THE RELATIONSHIP BETWEEN TERMINAL VALUES AND SOCIAL MEDIA USE

Sa？etak The aim of present study was to investigate the relationship between terminal values, the materialism, and usage of social media among high school teenagers in Budapest, Hungary. Research findings contribute to consumer studies regarding the teenagers terminal value preferences and the relationship between values and materialism. Furthermore the study investigates social media use effect on materialistic attitude. For data collection a paper an pencil questionnaire was applied in June 2017. The sampling was a nonrepresentative, convenience and purposive sampling. The survey included three major scales. Respondents rated the importance of terminal values provided by the List of Values scale (Kahle et al 1986). The materialism scale conducted was the adaption of Youth Materialism Scale (Goldberg et al 2003) measuring teenagers’ attachment to material goods. The social media usage was measured by a Uses and Gratification Scale (Sheldon & Bryant, 2016) reporting the frequency of use for different purposes. The major findings are the significant correlations between the sense of security and being well-respected values and materialism factors. Using the adopted Uses and Gratification Scale the recent study provides similar component structure than the authors of U&G scale. The influence of social media observation on the strength of materialism was lso proved