THE IMPACT OF ATTITUDE TOWARDS TRAVEL INFLUENCERS ON SOCIAL MEDIA ON CONSPICUOUS CONSUMPTION AND FOMO

Year 2024, Volume: 17 Issue: 3, 647 - 672, 26.09.2024

Şükran Karaca , Mehmet Halit Akın

Abstract

The aim of the paper is to examine the impact of attitude towards travel influencers on social media on conspicuous consumption and the fear of missing out (FOMO), and to present the accumulated knowledge and recommendations expected to create a widespread impact on tourism businesses. In this context, the population of the paper consists of individuals aged 18 and over living in Türkiye who use Instagram as a social media channel, and the sample consists of a total of 388 people selected through the convenience sampling method. According to the findings, influencer credibility, consumption interest, and personal image representation have a positive effect on both personal and social FOMO. These findings indicate that trust in influencers increases participants' fear of missing out on things both personally and socially. Additionally, it is stated that individuals who have a tendency to purchase branded products for increased consumption and to stand out increase their concerns when they are not active on social media.

Keywords

Conspicuous consumption, FOMO, Social media, Influencer, Tourism

SEYAHAT FENOMENLERİNE YÖNELİK TUTUMUN SOSYAL MEDYADA GÖSTERİŞÇİ TÜKETİM VE FOMO ÜZERİNDEKİ ETKİSİ

Abstract

Çalışmanın amacı, seyahat fenomenlerine yönelik tutumun sosyal medyada gösterişçi tüketim ve günceli kaçırma korkusu (FOMO) üzerindeki etkisinin incelenmesi ve turizm işletmeleri temelinde konuyla ilgili yaygın etki oluşturması beklenen bilgi birikimi ve önerilerin sunulmasıdır. Bu kapsamda, çalışmanın evrenini Türkiye’de yaşayan 18 yaş ve üzeri sosyal medya kanalı olarak Instagram kullanan bireyler, örneklemini ise kolayda örnekleme yöntemiyle seçilmiş toplam 388 kişi oluşturmuştur. Elde edilen bulgulara göre, fenomen güvenirliği, tüketim ilginliği ve kişisel imaj temsiliyeti kişisel ve sosyal FOMO üzerinde pozitif bir etki oluşturmaktadır. Bu bulgular, fenomenlere olan güvenin hem kişisel hem de sosyal anlamda katılımcıların bir şeyleri kaçırma duygularını daha fazla artırdığını göstermektedir. Ayrıca daha fazla tüketim ve öne çıkmak amacıyla marka ürünleri satın alma eğiliminden olan bireylerin sosyal medyada aktif olmamaları durumundaki endişelerini artırdığı ifade etmektedir.

Keywords

Gösterişçi tüketim, FOMO, Sosyal medya, Fenomen, Turizm

References

• Akel, G. & Candan, G. (2023). Conspicuous consumption and social media addiction: The role of social media usage. Pazarlama ve Pazarlama Araştırmaları Dergisi, 16(2), 249-278.
• Ali, A.A.A., & Temizkan, V. (2022). Instagram fenomenlerinin sahip olduğu özelliklerin markaya yönelik tutum ve satın alma niyeti üzerindeki etkisi, BMİJ, 10 (2), 740-756.
• Argan, M., & Argan, M. T. (2020). Share or worry! Relationship among FOMO, social visibility and conspicuous sharing. Journal of Internet Applications and Management, 11(2), 63-80.
• Avcı, I. (2023). Materialistic tendency and conspicuous consumption behavior: The mediating role of social media usage. Journal of Economy Culture and Society. 67, 155-169. https://doi.org/10.26650/JECS2022-1196419
• 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.
• Belanche, D., Casaló, L. V., Flavián, M. & Ibáñez-Sánchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 75-85.
• Bulunmaz, B. (2016). Gelişen teknolojiyle birlikte değişen pazarlama yöntemleri ve dijital pazarlama. Dijital Medya, 528, 349.
• Chatzigeorgiou, C. (2017). Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(2), 25-29.
• Chen, E. Y. I., Yeh, N.-C., & Wang, C. P. (2008). Conspicuous consumption: A preliminary report of scale development and validation. Advances in Consumer Research, 35, 686–687.
• Cholprasertsuk, A., Lawanwisut, C., & Thongrin, S. (2020). Social media influencers and Thai tourism industry: Tourists’ behavior, travel motivation, and influencing factors. วารสาร ศิลปศาสตร์ มหาวิทยาลัย ธรรมศาสตร์, 20(2), 234-263.
• Correia, A., Kozak, M., & Reis, H. (2016). Conspicuous consumption of the elite: Social and self-congruity in tourism choices. Journal of Travel Research, 55(6), 738-750.
• Çelik, F., & Özkara, B. Y. (2022). Gelişmeleri kaçırma korkusu (fomo) ölçeği: Sosyal medya bağlamına uyarlanması ve psikometrik özelliklerinin sınanması. Psikoloji Çalışmaları, 42(1), 71-103.
• Çizel, B., Selçuk, O., & Atabay, E. (2020). Ortak Yöntem Yanlılığı Üzerine Sistematik Bir Yazın Taraması. Anatolia: Turizm Araştırmaları Dergisi, 31(1), 7-18.
• Darma, G.S. & Noviana, I.P.T. (2020). Yeni normal dönemde dijital ödeme kullanımının artırılmasına yönelik dijital pazarlama stratejilerinin araştırılması. Jurnal Mantik, 4(3), 2257-2262.
• Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1- 7.
• Dinh, T. C. T., & Lee, Y. (2022). “I want to be as trendy as influencers”–how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346-364.
• Dursun, M. T., Argan, M., Tokay Argan, M., & Dinç, H. (2023). Sensation seeking and conspicuous consumption in event-based activities: the mediation role of fear of missing out (FoMO). International Journal of Event and Festival Management, 14(4), 488-502.
• Eisend, M. (2006). Two-sided advertising: A meta-analysis. International Journal of Research In Marketing, 23(2), 187-198.Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable va-riables and measurement error. Journal of Marketing Research, 18, 39-50.
• Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable va-riables and measurement error. Journal of Marketing Research, 18, 39-50.
• Gürbüz, S., & Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
• Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. vectors, 7th Edition. Essex: Pearson Prentice Hall
• Hair Jr, J. F., Hult, G. T. M., Ringle, C. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed). Sage publications
• Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
• Hetz, P. R., Dawson, C. L., & Cullen, T. A. (2015). Social media use and the fear of missing out (FoMO) while studying abroad. Journal of Research on Technology in Education, 47(4), 259-272.
• Islam, M. T. (2021). Applications of social media in the tourism industry: A review. SEISENSE Journal of Management, 4(1), 59-68.
• İlhan, T. T., & Uğurhan, Y. Z. C. (2019). Sosyal medyada gösteriş tüketimi eğilimi ölçeği geliştirme çalışması. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 7(1), 28-60.
• Kalaycı, Ş. (2009). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (Dördüncü Baskı). Ankara: Asil Yayın Dağıtım.
• Karagöz, Y. (2019). SPSS AMOS META uygulamalı istatistiksel analizler. Nobel Akademik Yayıncılık.
• Karasar, N. (2014). Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayınevi.
• Kaushik, K., Bhardwaj, A., Kumar, M., Gupta, S. K., & Gupta, A. (2022). A novel machine learning‐based framework for detecting fake Instagram profiles. Concurrency and Computation: Practice and Experience, 34(28), e7349.
• Kilipiri, E., Papaioannou, E., & Kotzaivazoglou, I. (2023). Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case. Sustainability, 15(8), 6374.
• Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
• Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.
• Kotler, P., Shalowitz, J. I., & Stevens, R. J. (2008). Strategic marketing for health care organizations: building a customer-driven health system. John Wiley & Sons.
• Lee, K. H., Lin, C. Y., Tsao, J., & Hsieh, L. F. (2020). Cross-sectional study on relationships among FoMO, social influence, positive outcome expectancy, refusal self-efficacy and SNS usage. International Journal of Environmental Research and Public Health, 17(16), 5907.
• Lobiondo-Wood, G. and Haber, J. (2002). Reliability and validity, nursing research methods, critical appraisal, and utilization. St. Louis, MO: Elsevier; 2002:311–329.
• López García, J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 130.
• MacKenzie, S. B. ve Podsakoff, P. M. (2012). Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies, Journal of Retailing, 88 (4): 542-555.
• Magno, F., & Cassia, F. (2018). The impact of social media influencers in tourism. Anatolia, 29(2), 288-290.
• Müller, L.K., Mattke, J. & Maier C. (2018). Sponsored Ad: Exploring The Effect Of İnfluencer Marketing On Purchase İntention. In: 24th Americas Conference on Information Systems (AMCIS 2018) and AIS (Association for Information Systems), Louisiana, USA.
• Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
• Ohanian, R. (1991). The impact of celebrity Spokesperson's perceived image on consumers' intention to purchase. Journal of Advertising Research, 31 (1), 46-52.
• Ooi, K. B., Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., & Lim, A. F. (2023). Social media influencers: An effective marketing approach?. Journal of Business Research, 160, 113773.
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879.
• Podsakoff, P. M., MacKenzie, S. B. and Podsakoff, N. P. (2012). Sources of Method Bias in Social Science Research and Recommendations on How to Control it, Annual Review of Psychology, 63: 539-569.
• Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in human behavior, 29(4), 1841-1848.
• Russell, Z. A., Boley, B. B., Woosnam, K. M., & Campbell, W. K. (2022). Motivations behind posting travel pictures for status: developing and testing the Conspicuous Consumption Posting Scale (CCPS). Journal of Travel & Tourism Marketing, 39(6), 555-569.
• Saavedra, C. M. C., & Bautista Jr, R. A. (2020). Are you" in" or are you" out"?: Impact of FoMO (Fear of Missing Out) on Generation Z's Masstigebrand Apparel Consumption. Asia-Pacific Social Science Review, 20(2).
• Santateresa-Bernat, P., Sánchez-García, I., & Curras-Perez, R. (2023). I like you, or I like what you say? Effect of influencer on tourists’ behaviours. Current Issues in Tourism, 26(19), 3160-3174.
• Serour, M., Elsharnouby, M., & Mahrous, A. A. (2022). The impact of the frequent use of social media on conspicuous consumption: The mediating role of the e-wom. Available at SSRN 4202697.
• Shultz, K. S. and Whitney, D. J. (2005). Measurement theory in action, case studies and exercises. Thousand Oaks, CA: Sage Publications.
• Starosta, J. A., & Izydorczyk, B. (2020). Understanding the phenomenon of binge-watching—a systematic review. International journal of environmental research and public health, 17(12), 4469.
• Şeker, F., Erdem, A., & Unur, K. (2022). The effect of "travel envy on social media" on intention to travel. Anatolia: Turizm Araştırmaları Dergisi. 33 (2), 41 – 52.
• Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and behavioral sciences, 148, 7-15.
• Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
• Tomczyk, Ł., & Selmanagic-Lizde, E. (2018). Fear of Missing Out (FOMO) among youth in Bosnia and Herzegovina—Scale and selected mechanisms. Children and Youth Services Review, 88, 541-549.
• Uslu, A., & Tosun, P. (2023). Examining the Impact of the Fear of Missing Out on Museum Visit Intentions. Journal of Hospitality & Tourism Research, 10963480231168608.
• Veblen, T. (1899). The theory of the leisure class. B.W. Huebsch.
• Wai, L. K., & Osman, S. (2019). The influence of selfesteem in the relationship of social media usage and conspicuous consumption. International Journal of Academic Research in Business and Social Sciences, 9(2), 335-352.
• Yazıcı, S. (2018). Kamu Yönetiminde Şeffaflık ve Hesap Verebilirliğin Toplumsal Algısı: Bir Alan Araştırması. Avrasya Uluslararası Araştırmalar Dergisi. 6 (14), 295-317.
• Yılmazdoğan, O. C., Özhasar, Y., & Kılıç, Ö. (2021). Examining the effect of Fomo on conspicuous consumption and assimilation: A Study On Generation Z. Journal of Gastronomy, Hospitality and Travel, 4(2), 612-625.
• Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of travel & tourism marketing, 35(7), 958-972.
• Zhang, Z., Jiménez, F. R., & Cicala, J. E. (2020). Fear of missing out scale: A self-concept perspective. Psychology & Marketing, 37(11), 1619–1634. https://doi.org/10.1016/j.tourman. 2021.104429
• Zorlu, Ö., & Candan, T. (2023). The impact of social media influencers on destination preferences: A cross-generation comparison. Journal of Tourism Leisure and Hospitality, 5(1), 53-61.