I HAVE, I POST, THEREFORE I AM! HEDONIC CONSUMPTION AS A TOOL FOR SELF-PROMOTING BEHAVIOR ON SOCIAL NETWORKING PLATFORMS
I HAVE, I POST, THEREFORE I AM! HEDONIC CONSUMPTION AS A TOOL FOR SELF-PROMOTING BEHAVIOR ON SOCIAL NETWORKING PLATFORMS
Author(s): Meda Mucundorfeanu, Cora LupaşSubject(s): Politics / Political Sciences, Political Theory, Political Sciences, Civil Society, Political behavior, Methodology and research technology, Corruption - Transparency - Anti-Corruption
Published by: Studia Universitatis Babes-Bolyai
Keywords: Social Networking Sites; self-promotion; self-representation; hedonic acquisitions; social comparison;
Summary/Abstract: Research shows that people often associate themselves with material objects or places and use them to gain a certain validating status from others. (Millan and Mittal, 2017:2, Thompson and Hirschman 1995:151, Schau and Gilly, 2003:1-5). Individuals often find themselves engaged in social comparison and self-presentation behaviors in order to fit in and gain recognition. The present paper takes a closer look at the ways the rise of social media is affecting these behaviors. The main aim of our research is to find out whether there is a link between hedonic acquisitions and self-promoting on SNS. Our hypothesis, that individuals who practice self-promotion on social networking platforms are more likely to make hedonic acquisitions than those who use social media for other gratifications, has been confirmed to a certain extent.
Journal: Studia Universitatis Babes-Bolyai - Ephemerides
- Issue Year: 63/2018
- Issue No: 2
- Page Range: 65-89
- Page Count: 25
- Language: English