Vol. 8 No. 2 (2023): Turkish Journal of Marketing
Articles

Investigation of the effect of consumption on foodstagramming behaviours

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  • Doğan Kelam,
  • Şükran Karaca
Doğan Kelam
Yüksek Lisans Öğrencisi, Sivas Cumhuriyet Üniversitesi, Sivas, Türkiye
Şükran Karaca
Doç. Dr., Sivas Cumhuriyet Üniversitesi, Sivas, Türkiye

Published 06/26/2023

Keywords

  • Conspicuous Consumption, Foodstagramming Behaviours, Social Media, Food Photography

Copyright (c) 2023 Doğan Kelam- Şükran Karaca

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Investigation of the effect of consumption on foodstagramming behaviours. (2023). Turkish Journal of Marketing, 8(2), 17-36. https://doi.org/10.30685/tujom.v8i2.177

Abstract

Conspicuous consumption is the public consumption of expensive products, services or activities to show people's social status and wealth for conscious or unconscious reasons. Foodstagramming behaviours, a behaviour for conspicuous consumption, refer to advertisements in mass media, cooking programs and content about eating and drinking individually published on social media in line with the development of technology. Sharing food photos on social media, especially in places, can be expressed as a part of the pretentious consumption trend. In this context, the study aims to examine the effect of conspicuous consumption on foodstagramming behaviours. Another aim of the study is; To determine whether conspicuous consumption and foodstagramming behaviours differ according to the demographic characteristics of the participants. In this context, data were obtained from 451 people who shared food photos on Instagram using the online survey technique. The data obtained using the SPSS program were analysed in the research. As a result of the analyses made, conspicuous consumption positively affects self-disclosure, enriches the dining experience, establishes social connections, is included in the virtual community, and recalls special memories. At the same time, it was found that conspicuous consumption and foodstagramming behaviours showed a significant difference according to age, gender, education level, occupation and monthly income, while it was concluded that there was no significant difference according to their marital status.

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