Cilt 11 Sayı 2 (2023): Business & Management Studies: An International Journal
Makaleler

Sosyal karşılaştırma eğilimin sosyal ağlardaki gösteriş tüketimi etkisinde kendini tanıtma arzusunun aracı rolü: Z kuşağı üzerinde bir araştırma

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  • Hande Güneş,
  • Remzi Altunışık,
  • Nilgün Sarıkaya
Hande Güneş
Öğretim Görevlisi, Sakarya Uygulamalı Bilimler Üniversitesi, Kaynarca Seyfettin Selim MYO, Sakarya, Türkiye
Remzi Altunışık
Prof. Dr., Sakarya Üniversitesi, İşletme Fakültesi, Sakarya, Türkiye
Nilgün Sarıkaya
Prof. Dr., Sakarya Üniversitesi, İşletme Fakültesi, Sakarya, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i2.2231

Yayınlanmış 2023-06-26

Anahtar Kelimeler

  • Z Kuşağı, Sosyal Karşılaştırma Eğilimi, Kendini Tanıtma Arzusu, Gösteriş Tüketimi
  • Generation Z, Social Comparison Tendency, Desire for Self-Promotion, Conspicuous Consumption

Nasıl Atıf Yapılır

Güneş, H., Altunışık, R., & Sarıkaya , N. (2023). Sosyal karşılaştırma eğilimin sosyal ağlardaki gösteriş tüketimi etkisinde kendini tanıtma arzusunun aracı rolü: Z kuşağı üzerinde bir araştırma. Business & Management Studies: An International Journal, 11(2), 658–678. https://doi.org/10.15295/bmij.v11i2.2231

Telif Hakkı (c) 2023 Hande Güneş- Remzi Altunışık- Nilgün Sarıkaya

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Bu çalışmanın amacı Z kuşağının, sosyal karşılaştırma eğiliminin sosyal ağlardaki gösterişçi tüketimi üzerindeki etkisinde kendini tanıtma arzusunun aracı rolü olup olmadığını araştırmaktır.  Bu amaç doğrultusunda Sakarya ve İstanbul’da ikamet eden 1994 ve sonrası yıllarda doğan ve Instagram kullanan 271 kişiye yüz yüze ve çevrimiçi anket uygulanmıştır.  Veri analizinde SPSS 25.0 ve AMOS 23.0 paket programları kullanılmıştır. Araştırma bulguları Z kuşağında sosyal karşılaştırma eğiliminin sosyal ağlardaki gösteriş tüketimi üzerinde etkisinde kendini tanıtma arzusunun aracılık rolü olduğu sonucunu desteklemektedir. Böylece Z kuşağının sosyal ağlarda sosyal gösteriş tüketimi eğiliminin, sosyal karşılaştırma eğilimi ve kendini tanıtma arzusu tarafından motive edildiği önermesi desteklenmiş olmaktadır.

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