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The influence of social media usage, self-image congruity and self-esteem on conspicuous online consumption among millennials

Regina Burnasheva (Business Administration, Sookmyung Women's University, Seoul, Republic of Korea)
Yong Gu Suh (Business Administration, Sookmyung Women's University, Seoul, Republic of Korea)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 17 November 2020

Issue publication date: 20 April 2021

2378

Abstract

Purpose

Driven by social comparison and self-congruity theories, this paper's aim was to investigate the associations with Korean millennials' usage of social media, self-image congruity and conspicuous online consumption. The mediating influence of self-image congruity and the moderating effect of self-esteem were also examined.

Design/methodology/approach

These data were gathered through an online research portal from 302 Korean millennials. Structural equation modeling (SEM) analyses and moderated mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.

Findings

The result of the structural equation analyses showed strong, positive associations between social media usage, self-image congruity and conspicuous online consumption, while self-image congruity also acted as a mediator between Korean millennials' usage of social media and conspicuous online consumption. Moreover, in moderated mediation analysis, the pathway between self-image congruity and conspicuous online consumption was stronger for millennials with higher self-esteem.

Originality/value

Millennials' social media usage and conspicuous consumption are widely acknowledged in consumer research. However, little is known about how millennials' social media usage could influence their conspicuous online consumption through mediating and moderating mechanisms such as self-image congruity and self-esteem. This research extends previous studies by analyzing these mechanisms.

Keywords

Citation

Burnasheva, R. and Suh, Y.G. (2021), "The influence of social media usage, self-image congruity and self-esteem on conspicuous online consumption among millennials", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 5, pp. 1255-1269. https://doi.org/10.1108/APJML-03-2020-0180

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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