Consumption in the digital environment: A study with Instagram users on social comparison, materialism and conspicuous consumption

• Autor(a) principal: Silva, Andressa Hennig
• Data de Publicação: 2024
• Outros Autores: Floriano, Mikaela Daiane Prestes
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Ciências Administrativas (Fortaleza. Online)
• Texto Completo: https://ojs.unifor.br/rca/article/view/14234
• topic: material values, on-line conspicuous consumption, on-line social comparison, desire for popularity; valores materiais, consumo conspícuo on-line, comparação social on-line, desejo de popularidade; valores materiales, consumo notorio en línea, comparación social en línea, deseo de popularidad

This study seeks to analyze the impact of On-line social comparison, materialism and the use of the social network Instagram due to social interaction and the desire for popularity in conspicuous On-line consumption. A quantitative study was carried out, based on the Survey method, showing 317 Instagram users. The data is analyzed using the Structural Equation Modeling, by estimation Partial Least Squares (PLS). Identified the direct impact of On-line social comparison on materialistic consumption, which, in turn, positively influences conspicuous On-line consumption. In the same way, I verified that the On-line social comparison variables and the use of the Instagram social network due to Social Interaction directly impact the development of conspicuous On-line consumption, explaining 30.8% of this behavior. It is noted that social networks can negatively impact consumer behavior, becoming drivers of negative perceptions and feelings that can trigger problems arising from consumer activities. This study can inspire the development of actions that aim to increase or be better for consumers both in the On-line environment and in the offline environment, stimulating activities that can mitigate the evils generated by excessive consumption.