Influences of need for uniqueness, social media and social peer on consumption status in generation y and z consumers in Turkey: the mediating role of social exclusion

Kadıoglu, Cansu Tor and Haque, A. K. M. Ahasanul and Tarofder, Arun Kumar and Uzir, Md Uzir Hossain (2021) Influences of need for uniqueness, social media and social peer on consumption status in generation y and z consumers in Turkey: the mediating role of social exclusion. Journal of Business Research, 136. ISSN 0148-2963 (In Press)

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Abstract

Consumers mostly prefer products with the same functionality to be used as an indicator of status and wealth. It is essential to determine the motivations that drive consumers to status consumption. The purpose of this study is to determine the consumption habits of customers in generations Y and Z. The perceived social exclusion, uniqueness need, social peer influence, social media intensity, and status consumption of 'consumers' are researched for this purpose. With the use of the online survey approach, 158 valid replies were acquired between the 12th and 23rd of January 2021. Data was collected using an through online survey with six part of questionnaire. This research discovered that social exclusion and the need for uniqueness have a strong significant impact on status consumption. Furthermore, social peer influence has been found to have a considerable significant effect on consumption status and social exclusion. To summarize, this study's sample consisted solely of Turkish customers. It would be beneficial to conduct a comparative research with other countries. Second, all of the participants belonged to the Y and Z generations. Their ages ranged from 19 to 39 years old. There are five variables in the structural equation model. Future studies could include a wider range of variables.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Consumption Status, Social Exclusion, Generation Y and Z, SEM analysis
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	22 Dec 2021 15:51
Last Modified:	22 Dec 2021 15:51
URI:	http://irep.iium.edu.my/id/eprint/94855

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