Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption

Abstract

As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s usage as a social media platform on conspicuous consumption. According to the findings, the intensity of Instagram usage influenced the dimensions of conspicuous consumption (status, social impact, and sociability). By emphasizing conspicuous consumption, companies have an opportunity to impress their customers.