THE EFFECT OF SOCIAL MEDIA ON HEDONIC CONSUMPTION OF INDIVIDUALS

Abstract

Today, factors as internet and social media lead to changes in the way of life of individuals. Due to these factors, consumption has begun to be interpreted in different forms. Hedonic consumption that comes from consumption by gaining the emotional satisfaction from shopping has gained importance rather than physical necessity. Social media is another factor that influences the emotional satisfaction of individuals and their consumption behavior. The purpose of this study is to determine whether social media is influencing on hedonic consumption behaviors. In the scope of the survey questionnaire was applied to the subjects aged 18 years and older in Muğla with convenience sampling method. Two scales were used to determine hedonic consumption and social media behavior. According to the results, there is a positive relationship between the time spent in social media and hedonic consumption behavior and social media also have an influence on hedonic consumption behavior.