Can Self-Presentation on Social Media Increase Individuals’ Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China
Yan Lu,
Taiyang Zhao,
Siying Song
et al.
Abstract:Previous studies have mainly focused on the impact of social media self-presentation on individuals’ happiness and mental health, whereas few have attended to its potential influence on consumer behavior. A mixed-method empirical study with an online survey (N = 408) and an experimental study (N = 160) investigated the effects of social media self-presentation on individuals’ conspicuous consumption in China. We found that consumers’ self-presentation behavior on social media promoted tendencies for social com… Show more
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