DEVELOPMENT STUDY OF CONSPICUOUS CONSUMPTION TENDENCY SCALE IN SOCIAL MEDIA

Globalization, together with rapidly evolving technology and the virtual world presented to the individuals, consumption has become a sociocultural phenomenon nowadays. Individuals have begun using social media as a way of showing their consumption behaviors to other people. Thus, individuals have begun to communicate their lifestyles through social media to other individuals, such as the objects they have, the places they visit, the foods they consume, and the activities they perform in their free time. With these behaviors in social media, individuals reflect their social status and the social classes they are in. Because of this, individuals want to create an image that tries to make them different from other individuals. On the other hand, as in the consumption styles, the tendency to conspicuous consumption can be different from individual to individual. In this study, the conspicuous consumption tendency scale in social media (CCTSM) was developed in order to determine consumers tendency to conspicuous consumption in social media usage. As a result of the literature reviews and related examinations made, CCTSM scale consisting of 14 factors in total with three factors including consumer interest, personal image representation and share satisfaction was formed. Within this context, opinions were received from experts and academicians. With quota sampling method was implemented to over 400 individuals between 15 and 54 years of age and then the scale and disciriminant validity were tested by confirmatory factor analysis. Findings which were obtained demonstrated that CCTSM scale with 14 items is a valid and reliable scale