Instagram bağımlılığı ile haset, gıpta ve gösterişçi tüketim ilişkisine yönelik bir araştırma

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2023

Authors

Eşiyok, Elif

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Public Relations and Advertising
(2000)
The Department of Public Relations and Advertising started its 4-year undergraduate degree program in 2000 under the School of Business. The Department of Public Relations and Advertising offers a program that stresses the skill of analytical thinking for students. The program is based on academic standpoints and supported by practices and new technologies. The department offers the opportunity to take elective courses from its own curriculum, or from other departments, in addition to theoretical and practical courses that complement each other. With a program offered in English, the Department of Public Relations and Advertising has mutual contracts with universities from Spain, the Netherlands and Finland within the scope of the “Erasmus Exchange Program”. In addition, the graduate degree program of “Public Relations and Advertising” under the Graduate School of social Sciences aims to sustain the continuity of undergraduate-level education and training, and to meet the demands of those pursuing to advance academically.

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Abstract

Gelişmekte olan internet teknolojisi neticesinde yaygın şekilde kullanımda olan sosyal medya platformları, bireylerin birbirleri ile hızlı ve eş zamanlı etkileşimde bulunmalarına olanak tanımaktadır. Bu durumun sosyal medya kullanımına özendirici bir etki yarattığı ve sosyal medya kullanımının zaman içinde sıklığını ve bağımlılığını arttırarak bireylerde haset ve gıpta gibi davranışlar üzerinde uyarıcı etki gösterdiği düşünülebilir. Bu bağlamda çalışma; Instagramın gösterişçi tüketim, haset ve gıpta üzerindeki etkisinin incelenmesi amaçlanmaktadır. Araştırmaya Instagram kullanan 439 kişi katılmış ve veriler anket ile toplanmıştır. Hazırlanan anket formunda güvenir ve geçerli ölçme araçları kullanılmıştır. Yapılan analiz sonucunda; Instagram bağımlılığı ve haset/gıpta arasında anlamlı ve pozitif yönde ilişki olduğu saptanmıştır. Gösterişçi tüketimin Instagram bağımlılığı ile haset/gıptayı arttırdığı, kadınların Instagram kullanım sıklığı ve Instagram bağımlılığı daha yüksekken erkeklerin haset/gıpta toplam ortalamalarının daha yüksek olduğu sonucuna ulaşılmıştır.
Social media platforms, which are widely used as a result of developing internet technology, allow individuals to interact with each other quickly and simultaneously. It can be thought that this situation has an encouraging effect on the use of social media and increases the frequency and dependence of social media use over time, and has a stimulating effect on behaviors such as envy and envy in individuals. Working in this context; It is aimed to examine the effect of Instagram on conspicuous consumption, envy and envy. 439 people using Instagram participated in the research and the data was collected by questionnaire. Reliable and valid measurement tools were used in the prepared questionnaire. As a result of the analysis; It was determined that there is a significant and positive relationship between Instagram addiction and envy/envy. It has been concluded that conspicuous consumption increases Instagram addiction and envy/envy, while women's Instagram usage frequency and Instagram addiction are higher, men's total averages of envy/envy are higher.

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İşletme, Business Administration, Teknolojik bağımlılık, Technological dependence

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89