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La Digitalisation du Capital Social: « Consommation Ostentatoire sur Instagram »

Year 2023, Issue: 39, 85 - 112, 30.12.2023

Raziye Nevzat , Süleyman Rebge Çise Miş , Zeki Aykol , Aliyu Awwal

https://doi.org/10.16878/gsuilet.1274165

Abstract

Selon Jean Baudrillard l'équivalence théorique du corps et des objets en tant que signes est sous la forme suivante : « achète, tu seras en paix avec toi-même. » (Baudrillard, 2014) Cette phrase de Baudrillard a cédé sa place à la suivante : « achète et partage, tu seras en paix avec toi-même. Cette étude vise à déterminer si l'affichage sur Instagram des produits de luxe achetés est un type de consommation ostentatoire (Veblen, 1899) susceptible de structurer une nouvelle forme de capital social et de capital de réputation, comme le suggère Pierre Bourdieu. Nous soutenons que cette nouvelle forme de capital social est le capital numérique qui sert à façonner le capital réputationnel contemporain. L'étude implique 354 utilisateurs de médias sociaux et les données ont été recueillies via une enquête en ligne. Nos résultats révèlent qu'il n'y a pas suffisamment d’éléments pour prouver l’existence d’une relation entre le capital de réputation élevé et le statut social élevé, mais le type de consommation susmentionné montre que le capital de réputation est une nouvelle forme de capital social.

Keywords

Réseaux Sociaux Capital Social Capital de Réputation Consommation Ostentatoire Instagram

References

  • Ajvazi, I. (2022). Baudrillard and Consumer Society. Available at SSRN.
  • Baudrilard, J. (2015). Tüketim Toplumu. İstanbul: Ayrıntı
  • Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223–235. https://doi.org/10.1016/j.jbusres.2020.02.032
  • Beall, J. M., Boley, B. B., Landon, A. C., & Woosnam, K. M. (2021). What drives ecotourism: environmental values or symbolic conspicuous consumption? Journal of Sustainable Tourism, 29(8), 1215–1234. https://doi.org/10.1080/09669582.2020.1825458
  • Bourdieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste. Londra: Routledge and Kegan Paul.
  • Bourdieu, P. (2014). Ayrım. Ankara: Heretik Yayınları
  • Bronner, F., & De Hoog, R. (2018). Conspicuous consumption and the rising importance of experiential purchases. International Journal of Market Research, 60(1), 88–103. https://doi.org/10.1177/1470785317744667
  • Çelik, M. (2016). The Impact of Social Media on Luxury Consumption. The Turkish Online Journal of Design, Art and Communication, 6(4), 437-445.
  • Cheung, T. T. (2014). A study on motives, usage, self-presentation and number of followers on instagram (Outstanding Academic Papers by Students (OAPS)). Retrieved from City University of Hong Kong, CityU Institutional Repository.
  • Claridge, T. (2018). Criticisms of Social Capital Theory and Lessons for Improving Practice. New Zealand: Social Capital Research.
  • Dağtaş, E. (2011). Tüketim Kültürü, Yaşam Tarzlari, Boş Zamanlar Ve Medya Üzerine Bir Literatür Taramasi. Eğitim Bilim Toplum, 4(14), 4-34.
  • D’Arpizio, C., Levato, F., Prete, F., Fabbro, E. D., & Montgolfier, J. D. (2019). Luxury goods worldwide market study fall-winter 2018: the future of luxury – a look into tomorrow to understand today. Bain & Company.
  • Diefenbach, S. & Anders, L. (2022). The psychology of likes: Relevance of feedback on Instagram and relationship to self-esteem and social status. Psychology of Popular Media, 11(2), 196-207.
  • Dikkol, S. (2020). Sosyal medya alanına Bourdieucü bir yaklaşım: Facebook üzerine bir inceleme. Journal of Erciyes Communication, 7(1), 169-188.
  • Dubois, D., Jung, S., & Ordabayeva, N. (2021). The psychology of luxury consumption. Current Opinion in Psychology, 39, 82–87. https://doi.org/10.1016/j.copsyc.2020.07.011.
  • Du, S., & Hu, P. (2022). The ‘McDonaldized Consumer Society’and tourism industry governance by local development zones in China: an empirical study. Current Issues in Tourism, 25(6), 874-886.
  • Eckhardt, G. M., & Bardhi, F. (2020). New dynamics of social status and distinction. Marketing Theory, 20(1), 85-102.
  • Efendioğlu, İ. H. (2019). The impact of conspicuous consumption in social media on purchasing intentions. İşletme Araştırmaları Dergisi, 11(3), 2176-2190.
  • Fine, B. (2011). Sosyal Sermaye Sosyal Bilime Karşı: Bin Yılın Eşiğinde Ekonomi Politik Ve Sosyal Bilimler. Yordam Kitap.
  • Greer, G. (2006). The Female Eunuch. United Kingdom: Harper Perennial
  • Güleç, C. (2015). Thorstein Veblen ve gösterişçi tüketim kavramı. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(38), 62-82.
  • H Ng, A., Dogerlioglu Demir, K., & Kocas, C. (2019). Fashionably Late: Signaling Sociometric Status Through Conspicuous Consumption of Leisure Time. ACR North American Advances.
  • Hız, G. (2011). Gösterişçi tüketim eğilimi üzerine bir alan araştırması (Muğla örneği). Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 117-128.
  • Holthoff, L.C. & Scheiben, C. (2019). Conspicuous consumption of time: A replication. Journal of Marketing Behavior, 3(4), 355-362.
  • Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What We Instagram: A First Analysis of Instagram Photo Content and User Types. Proceedings of the International AAAI Conference on Web and Social Media, 8(1), 595-598.
  • Kauppinen-Räisänen, H., Björk, P., Lönnström, A., & Jauffret, M. (2018). How consumers’ need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84, 72–81. https://doi.org/10.1016/j.jbusres.2017.11.012.
  • Kim, D., & Jang, S. (2014). Motivational drivers for status consumption: A study of Generation Y consumers. International Journal of Hospitality Management, 38, 39–47. https://doi.org/10.1016/j.ijhm.2013.12.003.
  • Kim, Y. (2018). Power moderates the impact of desire for exclusivity on luxury experiential consumption. Psychology & Marketing, 35(4), 283–293. https://doi.org/10.1002/mar.21086
  • Koçak, P. G. (2017). Gösterişçi tüketim üzerine teorik ve uygulamalı bir çalışma: Pamukkale Üniversitesi örneği. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 79-112.
  • Köroğlu, A., & Demir, E. (2022). Factors Influencing Conspicuous Consumption. Enderun, 6(2), 156-167.
  • La Trobe University. (2022). SPSS. Retrieved from La Trobe University: https://latrobe.libguides.com/ibmspss/ttest
  • Laeder, J. (2018). Social Media and Consumer Culture: Addicted to the Idealized Consumer. Advanced Writing: Pop Culture Intersections, 30. https://scholarcommons.scu.edu/engl_176/30
  • Lin, R., Van De Ven, N., & Utz, S. (2018). What triggers envy on Social Network Sites? A comparison between shared experiential and material purchases. Computers in Human Behavior, 85, 271–281. https://doi.org/10.1016/j.chb.2018.03.049.
  • Liu, D., Wu, L., & Li, R. K. (2019). Social Media Envy: How Experience Sharing on Social Networking Sites Drives Millennials’ Aspirational Tourism Consumption. Journal of Travel Research, 58(3), 355–369. https://doi.org/10.1177/0047287518761615.
  • Luna-Cortés, G. (2017). The influence of symbolic consumption on experience value and the use of virtual social networks. Spanish Journal of Marketing - ESIC, 21(1), 39–51. https://doi.org/10.1016/j.sjme.2016.12.005.
  • Mann, D. (2019). Jean Baudrillard: A Very Short Introduction.
  • Meshi, D., Morawetz, C., & Heekeren, H. R. (2013). Nucleus Accumbens Response to Gains in Reputation for The Self Relative to Gains for Others Predicts Social Media Use. Frontiers In Human Neuroscience, (7), 439.
  • Mikiewicz, P. (2021). Social capital and education – An attempt to synthesize conceptualization arising from various theoretical origins, Cogent Education, Volume 8, 2021 - Issue 1.
  • Özbek, S. P., & Güçer, E. (2022). Gösterişçi Tüketimin Kültürel Bağlamda Deneyimsel Satın Almaya Etkisi: Sosyal Medyada Statü ve Kimlik İspatı (The Effect of Conspicuous Consumption on Experiential Purchasing in the Cultural Context: Status and Identity Proof in Social Media). Journal of Tourism & Gastronomy Studies, 10(4), 3351-3385.
  • Palabiyik, A. (2011). Pierre Bourdieu Sosyolojisinde “Habitus”, “Sermaye” ve “Alan” Üzerine1. Liberal Düşünce Dergisi, (62), 1-21.
  • Riceour, P. (2007). Zaman ve Anlatı 1: Zaman-Olayörgüsü-Üçlü Mimesis, (Mehmet Rifat ve Sema Rifat Çev.). İstanbul: Yapı Kredi.
  • Roth, A., & Zawadzki, T. (2018). Instagram as a tool for promoting superfood products. Annals of Marketing Management and Economics, 4(1), 101-113.
  • Roux, E., Tafani, E. and Vigneron, F. (2017). Values associated with luxury brand consumption and the role of gender. Journal of Business Research, 71, 102-113. https://doi.org/10.1016/j.jbusres.2016.10.012
  • Şahin, O., & Nasir, S. (2022). The effects of status consumption and conspicuous consumption on perceived symbolic status. Journal of Marketing Theory and Practice, 30(1), 68-85.
  • Segal, B., & Podoshen, J. S. (2013). An examination of materialism, conspicuous consumption and gender differences. International Journal of Consumer Studies, 37(2), 189–198. https://doi.org/10.1111/j.1470-6431.2012.01099.x.
  • Siepmann, C., Holthoff, L. C., & Kowalazuk, P. (2022). Conspicuous consumption of luxury experiences: An experimental investigation of status perceptions on social media. Journal of Product & Brand Management, 31(3), 454-468.
  • Statista (2023). Number of social network users worldwide from 2017 to 2025. At: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ (Accessed on 28 March 2023)
  • Soncu, A. G., & Çelik, Ö. (2022). Veblen’in gösterişçi tüketim kültürünün sosyal paylaşım ağlarında yansıması: Instagram. International Journal of Social and Economic Sciences, 12(1), 16-31.
  • Sundie, J. M., Kenrick, D. T., Griskevicius, V., Tybur, J. M., Vohs, K. D., and Beal, D. J. (2011). Peacocks, Porsches, and Thorstein Veblen: Conspicuous Consumption as a Sexual Signaling System. J Pers Soc Psychol 100(4), 664-680
  • Tajfel, H., & Turner, J, A. (2001). An integrative theory of intergroup conflict. The Social Psychology of Intergroup Relations, 33–47.
  • Tamir, D. I., & Mitchell, J, P. (2012). Disclosing information about the self is intrinsically rewarding. PNAS, 109(21), 8038-8043.
  • Topçu, U, C. (2018). Conspicuous Consumption in Relation to Self-Esteem, Self-Image and Social Status: An Empirical Study. Springer Proceedings in Business and Economics. https://doi.org/10.1007/978-3-319-70377-0_48.
  • Toyon, M. A. S. (2022). The three ‘R’s of social capital: A retrospective. FWU Journal of Social Sciences, 16(4), 1-15.
  • Veblen, T. (1899). The theory of the leisure class. New York, NY: Macmillan.
  • Verdugo, G.B. and Ponce, H.R. (2020). Gender differences in millennial consumers of latin america associated with conspicuous consumption of new luxury goods. Global Business Review, 1-14.
  • Ünlü, S. and Filan, M. (2021) Veblen’in gösterişçi tüketim kavramı çerçevesinde sosyal medya: Instagram influencer’ları üzerine bir analiz. Abant Kültürel Araştırmalar Dergisi, 6(12), 39-55.
  • Wirtz, J., Holmqvist, J., & Fritze, M. P. (2020). Luxury services. Journal of Service Management, 31(4), 665–691. https://doi.org/10.1108/josm-11-2019-0342.
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  • Zakaria, N., Wan-Ismail, W. N. A., & Abdul-Talib, A. (2020). Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on Malaysian Generation Y consumers’ purchasing of foreign brands. Asia Pacific Journal of Marketing and Logistics, 33(2), 526–560. https://doi.org/10.1108/apjml-07-2018-0283.

İtibar Sermayesinin Dijitale Dönüşümü: "Instagram’da Gösterişçi Tüketim"

Year 2023, Issue: 39, 85 - 112, 30.12.2023

Raziye Nevzat , Süleyman Rebge Çise Miş , Zeki Aykol , Aliyu Awwal

https://doi.org/10.16878/gsuilet.1274165

Abstract

Jean Baudrillard’ın ifadesine göre göstergeler olarak beden ve nesnelerin teorik eşdeğerliği aslında ‘satın al, kendinle barışık olursun’ şeklindedir (Baudrillard, 2015). Baudrillard’ın ‘satın al, kendinle barışık olursun’ sözü, yerini ‘satın al ve paylaş, bedeninle barışık olursun’ sözüne bırakmıştır. Bu araştırma, satın alınan lüks ürünleri Instagram’da göstermenin, Pierre Bourdieu’nün önerdiği gibi yeni bir sosyal sermaye ve itibar sermayesi kalıbını yapılandırabilecek bir gösterişçi tüketim (Veblen, 1899) türü olup olmadığını araştırmayı amaçlamaktadır. Bu yeni sosyal sermaye kalıbının, çağdaş bir itibar sermayesini şekillendirmeye hizmet eden bir dijital sermaye olduğunu savunuyoruz. Bu çalışma 354 sosyal medya kullanıcısı ile gerçekleşmiş olup, veriler çevrimiçi bir anket aracılığıyla toplanmıştır. Bulgularımız, yüksek itibar sermayesi ile yüksek sosyal statü arasındaki ilişkiye dair yeterli kanıt olmadığını ortaya koymaktadır, fakat adı geçen tüketim türü, itibar sermayesinin ve sosyal sermayenin yeni bir şekli olduğunu göstermektedir.

Keywords

Sosyal Medya Sosyal Sermaye İtibar Sermayesi Gösterişci Tüketim Instagram

References

  • Ajvazi, I. (2022). Baudrillard and Consumer Society. Available at SSRN.
  • Baudrilard, J. (2015). Tüketim Toplumu. İstanbul: Ayrıntı
  • Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223–235. https://doi.org/10.1016/j.jbusres.2020.02.032
  • Beall, J. M., Boley, B. B., Landon, A. C., & Woosnam, K. M. (2021). What drives ecotourism: environmental values or symbolic conspicuous consumption? Journal of Sustainable Tourism, 29(8), 1215–1234. https://doi.org/10.1080/09669582.2020.1825458
  • Bourdieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste. Londra: Routledge and Kegan Paul.
  • Bourdieu, P. (2014). Ayrım. Ankara: Heretik Yayınları
  • Bronner, F., & De Hoog, R. (2018). Conspicuous consumption and the rising importance of experiential purchases. International Journal of Market Research, 60(1), 88–103. https://doi.org/10.1177/1470785317744667
  • Çelik, M. (2016). The Impact of Social Media on Luxury Consumption. The Turkish Online Journal of Design, Art and Communication, 6(4), 437-445.
  • Cheung, T. T. (2014). A study on motives, usage, self-presentation and number of followers on instagram (Outstanding Academic Papers by Students (OAPS)). Retrieved from City University of Hong Kong, CityU Institutional Repository.
  • Claridge, T. (2018). Criticisms of Social Capital Theory and Lessons for Improving Practice. New Zealand: Social Capital Research.
  • Dağtaş, E. (2011). Tüketim Kültürü, Yaşam Tarzlari, Boş Zamanlar Ve Medya Üzerine Bir Literatür Taramasi. Eğitim Bilim Toplum, 4(14), 4-34.
  • D’Arpizio, C., Levato, F., Prete, F., Fabbro, E. D., & Montgolfier, J. D. (2019). Luxury goods worldwide market study fall-winter 2018: the future of luxury – a look into tomorrow to understand today. Bain & Company.
  • Diefenbach, S. & Anders, L. (2022). The psychology of likes: Relevance of feedback on Instagram and relationship to self-esteem and social status. Psychology of Popular Media, 11(2), 196-207.
  • Dikkol, S. (2020). Sosyal medya alanına Bourdieucü bir yaklaşım: Facebook üzerine bir inceleme. Journal of Erciyes Communication, 7(1), 169-188.
  • Dubois, D., Jung, S., & Ordabayeva, N. (2021). The psychology of luxury consumption. Current Opinion in Psychology, 39, 82–87. https://doi.org/10.1016/j.copsyc.2020.07.011.
  • Du, S., & Hu, P. (2022). The ‘McDonaldized Consumer Society’and tourism industry governance by local development zones in China: an empirical study. Current Issues in Tourism, 25(6), 874-886.
  • Eckhardt, G. M., & Bardhi, F. (2020). New dynamics of social status and distinction. Marketing Theory, 20(1), 85-102.
  • Efendioğlu, İ. H. (2019). The impact of conspicuous consumption in social media on purchasing intentions. İşletme Araştırmaları Dergisi, 11(3), 2176-2190.
  • Fine, B. (2011). Sosyal Sermaye Sosyal Bilime Karşı: Bin Yılın Eşiğinde Ekonomi Politik Ve Sosyal Bilimler. Yordam Kitap.
  • Greer, G. (2006). The Female Eunuch. United Kingdom: Harper Perennial
  • Güleç, C. (2015). Thorstein Veblen ve gösterişçi tüketim kavramı. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(38), 62-82.
  • H Ng, A., Dogerlioglu Demir, K., & Kocas, C. (2019). Fashionably Late: Signaling Sociometric Status Through Conspicuous Consumption of Leisure Time. ACR North American Advances.
  • Hız, G. (2011). Gösterişçi tüketim eğilimi üzerine bir alan araştırması (Muğla örneği). Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 117-128.
  • Holthoff, L.C. & Scheiben, C. (2019). Conspicuous consumption of time: A replication. Journal of Marketing Behavior, 3(4), 355-362.
  • Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What We Instagram: A First Analysis of Instagram Photo Content and User Types. Proceedings of the International AAAI Conference on Web and Social Media, 8(1), 595-598.
  • Kauppinen-Räisänen, H., Björk, P., Lönnström, A., & Jauffret, M. (2018). How consumers’ need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84, 72–81. https://doi.org/10.1016/j.jbusres.2017.11.012.
  • Kim, D., & Jang, S. (2014). Motivational drivers for status consumption: A study of Generation Y consumers. International Journal of Hospitality Management, 38, 39–47. https://doi.org/10.1016/j.ijhm.2013.12.003.
  • Kim, Y. (2018). Power moderates the impact of desire for exclusivity on luxury experiential consumption. Psychology & Marketing, 35(4), 283–293. https://doi.org/10.1002/mar.21086
  • Koçak, P. G. (2017). Gösterişçi tüketim üzerine teorik ve uygulamalı bir çalışma: Pamukkale Üniversitesi örneği. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 79-112.
  • Köroğlu, A., & Demir, E. (2022). Factors Influencing Conspicuous Consumption. Enderun, 6(2), 156-167.
  • La Trobe University. (2022). SPSS. Retrieved from La Trobe University: https://latrobe.libguides.com/ibmspss/ttest
  • Laeder, J. (2018). Social Media and Consumer Culture: Addicted to the Idealized Consumer. Advanced Writing: Pop Culture Intersections, 30. https://scholarcommons.scu.edu/engl_176/30
  • Lin, R., Van De Ven, N., & Utz, S. (2018). What triggers envy on Social Network Sites? A comparison between shared experiential and material purchases. Computers in Human Behavior, 85, 271–281. https://doi.org/10.1016/j.chb.2018.03.049.
  • Liu, D., Wu, L., & Li, R. K. (2019). Social Media Envy: How Experience Sharing on Social Networking Sites Drives Millennials’ Aspirational Tourism Consumption. Journal of Travel Research, 58(3), 355–369. https://doi.org/10.1177/0047287518761615.
  • Luna-Cortés, G. (2017). The influence of symbolic consumption on experience value and the use of virtual social networks. Spanish Journal of Marketing - ESIC, 21(1), 39–51. https://doi.org/10.1016/j.sjme.2016.12.005.
  • Mann, D. (2019). Jean Baudrillard: A Very Short Introduction.
  • Meshi, D., Morawetz, C., & Heekeren, H. R. (2013). Nucleus Accumbens Response to Gains in Reputation for The Self Relative to Gains for Others Predicts Social Media Use. Frontiers In Human Neuroscience, (7), 439.
  • Mikiewicz, P. (2021). Social capital and education – An attempt to synthesize conceptualization arising from various theoretical origins, Cogent Education, Volume 8, 2021 - Issue 1.
  • Özbek, S. P., & Güçer, E. (2022). Gösterişçi Tüketimin Kültürel Bağlamda Deneyimsel Satın Almaya Etkisi: Sosyal Medyada Statü ve Kimlik İspatı (The Effect of Conspicuous Consumption on Experiential Purchasing in the Cultural Context: Status and Identity Proof in Social Media). Journal of Tourism & Gastronomy Studies, 10(4), 3351-3385.
  • Palabiyik, A. (2011). Pierre Bourdieu Sosyolojisinde “Habitus”, “Sermaye” ve “Alan” Üzerine1. Liberal Düşünce Dergisi, (62), 1-21.
  • Riceour, P. (2007). Zaman ve Anlatı 1: Zaman-Olayörgüsü-Üçlü Mimesis, (Mehmet Rifat ve Sema Rifat Çev.). İstanbul: Yapı Kredi.
  • Roth, A., & Zawadzki, T. (2018). Instagram as a tool for promoting superfood products. Annals of Marketing Management and Economics, 4(1), 101-113.
  • Roux, E., Tafani, E. and Vigneron, F. (2017). Values associated with luxury brand consumption and the role of gender. Journal of Business Research, 71, 102-113. https://doi.org/10.1016/j.jbusres.2016.10.012
  • Şahin, O., & Nasir, S. (2022). The effects of status consumption and conspicuous consumption on perceived symbolic status. Journal of Marketing Theory and Practice, 30(1), 68-85.
  • Segal, B., & Podoshen, J. S. (2013). An examination of materialism, conspicuous consumption and gender differences. International Journal of Consumer Studies, 37(2), 189–198. https://doi.org/10.1111/j.1470-6431.2012.01099.x.
  • Siepmann, C., Holthoff, L. C., & Kowalazuk, P. (2022). Conspicuous consumption of luxury experiences: An experimental investigation of status perceptions on social media. Journal of Product & Brand Management, 31(3), 454-468.
  • Statista (2023). Number of social network users worldwide from 2017 to 2025. At: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ (Accessed on 28 March 2023)
  • Soncu, A. G., & Çelik, Ö. (2022). Veblen’in gösterişçi tüketim kültürünün sosyal paylaşım ağlarında yansıması: Instagram. International Journal of Social and Economic Sciences, 12(1), 16-31.
  • Sundie, J. M., Kenrick, D. T., Griskevicius, V., Tybur, J. M., Vohs, K. D., and Beal, D. J. (2011). Peacocks, Porsches, and Thorstein Veblen: Conspicuous Consumption as a Sexual Signaling System. J Pers Soc Psychol 100(4), 664-680
  • Tajfel, H., & Turner, J, A. (2001). An integrative theory of intergroup conflict. The Social Psychology of Intergroup Relations, 33–47.
  • Tamir, D. I., & Mitchell, J, P. (2012). Disclosing information about the self is intrinsically rewarding. PNAS, 109(21), 8038-8043.
  • Topçu, U, C. (2018). Conspicuous Consumption in Relation to Self-Esteem, Self-Image and Social Status: An Empirical Study. Springer Proceedings in Business and Economics. https://doi.org/10.1007/978-3-319-70377-0_48.
  • Toyon, M. A. S. (2022). The three ‘R’s of social capital: A retrospective. FWU Journal of Social Sciences, 16(4), 1-15.
  • Veblen, T. (1899). The theory of the leisure class. New York, NY: Macmillan.
  • Verdugo, G.B. and Ponce, H.R. (2020). Gender differences in millennial consumers of latin america associated with conspicuous consumption of new luxury goods. Global Business Review, 1-14.
  • Ünlü, S. and Filan, M. (2021) Veblen’in gösterişçi tüketim kavramı çerçevesinde sosyal medya: Instagram influencer’ları üzerine bir analiz. Abant Kültürel Araştırmalar Dergisi, 6(12), 39-55.
  • Wirtz, J., Holmqvist, J., & Fritze, M. P. (2020). Luxury services. Journal of Service Management, 31(4), 665–691. https://doi.org/10.1108/josm-11-2019-0342.
  • Wong, D., Amon, K. L., & Keep, M. (2019). Desire to belong affects Instagram behavior and perceived social support. Cyberpsychology, Behavior, and Social Networking, 22(7), 465-471.
  • Yeoman, I. (2011). The changing behaviours of luxury consumption. Journal of Revenue and Pricing Management, 10(1), 47–50. https://doi.org/10.1057/rpm.2010.43.
  • Yeoman, I., & McMahon-Beattie, U. (2019). The experience economy: micro trends. Journal of Tourism Futures, ahead-of-print(ahead-of-print). https://doi.org/10.1108/jtf-05-2019-0042.
  • Zakaria, N., Wan-Ismail, W. N. A., & Abdul-Talib, A. (2020). Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on Malaysian Generation Y consumers’ purchasing of foreign brands. Asia Pacific Journal of Marketing and Logistics, 33(2), 526–560. https://doi.org/10.1108/apjml-07-2018-0283.

The Digitalisation of Social Capital: “Conspicuous Consumption on Instagram”

Year 2023, Issue: 39, 85 - 112, 30.12.2023

Raziye Nevzat , Süleyman Rebge Çise Miş , Zeki Aykol , Aliyu Awwal

https://doi.org/10.16878/gsuilet.1274165

Abstract

Jean Baudrillard states, the theoretical equivalence of body and objects as signs is actually, ‘buy; you will be at peace with yourself’(Baudrillard, 2014). Baudrillard’s phrase ‘buy, and you will be at ease in your body’ has given way to ‘buy and share, you will be at ease in your body’. This research aims to investigate whether displaying purchased luxury goods on Instagram is a type of conspicuous consumption (Veblen, 1899) that may structure a new form of social capital and reputation capital as suggested by Pierre Bourdieu. We argue that this new form of social capital is a digital capital that serves to shape a contemporary reputation capital. The study involves 354 social media users and the data were gathered through an online survey. Our findings reveal that there is insufficient evidence of a relationship between high reputation capital and high social status; however, the aforementioned consumption type depicts reputation capital as a contemporary method of social capital.

Keywords

Social Media Social Capital Reputation Capital Conspicuous Consumption Instagram

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  • Zakaria, N., Wan-Ismail, W. N. A., & Abdul-Talib, A. (2020). Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on Malaysian Generation Y consumers’ purchasing of foreign brands. Asia Pacific Journal of Marketing and Logistics, 33(2), 526–560. https://doi.org/10.1108/apjml-07-2018-0283.
There are 61 citations in total.

Details

Primary Language English
Subjects Communication Studies
Journal Section Articles
Authors

Raziye Nevzat 0000-0002-2469-1411

Süleyman Rebge 0009-0002-7336-9231

Çise Miş 0000-0003-3981-3247

Zeki Aykol 0000-0003-0321-594X

Aliyu Awwal 0009-0001-7967-5523

Publication Date December 30, 2023
Acceptance Date December 25, 2023
Published in Issue Year 2023 Issue: 39

Cite

APA Nevzat, R., Rebge, S., Miş, Ç., … Aykol, Z. (2023). The Digitalisation of Social Capital: “Conspicuous Consumption on Instagram”. Galatasaray Üniversitesi İletişim Dergisi(39), 85-112. https://doi.org/10.16878/gsuilet.1274165
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