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Folly Beach Library
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Edgar Allan Poe/Sullivan's Island Library
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Wando Mount Pleasant Library
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Village Library
9 a.m. - 6 p.m.
Phone: (843) 884-9741
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Can Self-Presentation on Social Media Increase Individuals' Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China.
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- Author(s): Lu, Yan; Zhao, Taiyang; Song, Siying; Song, Wei
- Source:
Journal of Theoretical & Applied Electronic Commerce Research; Jun2024, Vol. 19 Issue 2, p1206-1221, 16p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Previous studies have mainly focused on the impact of social media self-presentation on individuals' happiness and mental health, whereas few have attended to its potential influence on consumer behavior. A mixed-method empirical study with an online survey (N = 408) and an experimental study (N = 160) investigated the effects of social media self-presentation on individuals' conspicuous consumption in China. We found that consumers' self-presentation behavior on social media promoted tendencies for social comparison, thereby enhancing their conspicuous consumption. However, compared with individuals using social media less often, self-presentation had a more significant impact on the social comparison tendencies of users who used social media more often. Our study explains why individuals' self-presentation on social media increases their conspicuous consumption tendencies. The study results contribute to the existing knowledge of how consumers' behavior on social media affects their product preferences. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Theoretical & Applied Electronic Commerce Research is the property of MDPI and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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