Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo

Autores

DOI:

https://doi.org/10.5020/2318-0722.2024.30.e14234

Palavras-chave:

valores materiais, consumo conspícuo on-line, comparação social on-line, desejo de popularidade

Resumo

O presente estudo buscou analisar o impacto da comparação social on-line, do materialismo, da interação social e do desejo de popularidade no consumo conspícuo on-line. Realizou-se um estudo quantitativo, a partir do método Survey, tendo como amostra 317 usuários do Instagram. Os dados foram analisados utilizando a Modelagem de Equações Estruturais, por estimativa Partial Least Squares (PLS). Identificou-se o impacto direto da comparação social on-line no consumo materialista, que, por sua vez, influencia positivamente o consumo conspícuo on-line. Do mesmo modo, verificou-se que as variáveis comparação social on-line e uso da rede social Instagram em razão da Interação Social impactam diretamente o desenvolvimento do consumo conspícuo On-line, explicando 30,8% deste comportamento. Sinaliza-se que as redes sociais podem impactar negativamente no comportamento do consumidor, tornando-se propulsoras de percepções e sentimentos negativos que podem desencadear problemas decorrentes das atividades de consumo. Este estudo pode inspirar o desenvolvimento de ações que visem aumentar o bem-estar dos consumidores tanto no ambiente On-line, quanto no off-line, estimulando atividades que possam atenuar os malefícios gerados pelo consumo excessivo.

Downloads

Não há dados estatísticos.

Biografia do Autor

Andressa Hennig Silva, Universidade Federal do Pampa, Santana do Livramento, Rio Grande do Sul, Brasil

Professora Adjunta na Universidade Federal do Pampa- Campus Santana do Livramento. Atua na Graduação e no Mestrado em Administração (PPGA/UNIPAMPA). Doutora em Administração (PPGA/UFSM). Mestre em Administração (PPGA/UFSM).Membro da Comissão de Empreendedorismo e Inovação da UNIPAMPA. Representante da Unipampa no Ecossistema de Inovação Binacional- Área B.Temas de interesse: Marketing, Marketing e Sociedade, Teoria Transformativa do Consumidor (TCR), Comportamento do Consumidor, Consumo, Consumidores vulneráveis, Materialismo, Consumo Online, Religião e Consumo.

Mikaela Daiane Prestes Floriano, Universidade do Vale do Rio dos Sinos, Porto Alegre, Rio Grande do Sul, Brasil

Doutoranda em Administração na área de concentração Organizações e Competitividade (PPGAdm/UNISINOS). Mestre em Administração (PPGA/UNIPAMPA). Especialista em Docência da Educação Profissional e Tecnológica. Membro integrante do Grupo de Pesquisa NEME - Núcleo de Estudos em Marketing e Estratégia. Bolsista CAPES. Professora no Serviço Nacional de Aprendizagem Comercial - SENAC EAD RS.

Referências

Baccarella, C. V., Wagner, T. F., Kietzmann, J. H., & McCarthy, I. P. (2018). Social media? It’s serious! Understanding the dark side of social media. European Management Journal, 36(4), 431-438. https://doi.org/10.1016/j.emj.2018.07.002

Bauman, Z. (2008). Vida para consumo: A transformação das pessoas em mercadoria. Zahar.

Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer research, 12(3), 265-280. https://doi.org/10.1086/208515

Buunk, A. P., & Gibbons, F. X. (2007). Social comparison: The end of a theory and the emergence of a field. Organizational Behavior and Human Decision Processes, 102(1), 3-21. https://doi.org/10.1016/j.obhdp.2006.09.007

Carter, T. J., & Gilovich, T. (2012). I am what I do, not what I have: The differential centrality of experiential and material purchases to the self. Journal of Personality and Social Psychology, 102(6), 1304–1317. https://doi.org/10.1037/a0027407

Cavalcante, J. P. S. (2017). Modelo explicativo da intenção de compra a partir dos Big Five, da orientação para a comparação social on-line e da inveja. [Dissertação de Mestrado]. Universidade Estadual do Ceará.

Chou, H. T. G., & Edge, N. (2012). “They are happier and having better lives than I am”: The impact of using Facebook on perceptions of others’ lives. Cyberpsychology, Behavior, and Social Networking, 15(2), 117-121. https://doi.org/10.1089/cyber.2011.0324

Corcoran, K., Crusius, J., & Mussweiler, T. (2011). Social comparison: Motives, standards, and mechanisms. In D. Chadee (Ed.), Theories in social psychology (Cap. 5, pp. 119-139). Wiley-Blackwell.

Cramer, E. M., Song, H., & Drent, A. M. (2016). Social comparison on Facebook: Motivation, affective consequences, self-esteem, and Facebook fatigue. Computers in Human Behavior, 64, 739-746. https://doi.org/10.1016/j.chb.2016.07.049

Croft, R. (2013). Blessed are the geeks: An ethnographic study of consumer networks in social media, 2006–2012. Journal of Marketing Management, 29(5-6), 545-561. https://doi.org/10.1080/0267257X.2013.787113

Dantas, B. L. L., & Abreu, N. R. (2020). Análise da influência do consumo conspícuo de fast fashion nas construções identitárias no Instagram. Revista de Administração Mackenzie, 21(5), 1–29. https://doi.org/10.1590/1678-6971/eRAMG200043

Duggan, M., & Brenner, J. (2013, february 14 ). The demographics of social media users, 2012. Pew Research Center’s Internet & American Life Project. https://www.pewresearch.org/internet/2013/02/14/the-demographics-of-social-media-users-2012/

Fang, Y., & Podoshen, J. (2017). New insights into materialism and conspicuous consumption in China. Journal of Consumer Ethics, 1(2), 72-81. https://doi.org/10.7282/T3TF01PD

Fennis, B. M., & Rucker, D. D. (2023). The coin of consumption: Understanding the bright and dark sides. Current Opinion in Psychology, 49, 1-4. https://doi.org/10.1016/j.copsyc.2022.101518

Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117-140. https://doi.org/10.1177/001872675400700202

Field, A. (2009). Descobrindo a estatística usando o SPSS-2. Bookman Editora.

Floriano, M. D. P., & Silva, A. H. (2020). Experiential Materialism? An Essay on the Development of Materialism from the Behavior of Publication Related to Experiential Consumption. Teoria e Prática em Administração, 10(1), 1–11. https://doi.org/10.21714/2238-104X2020v10i1-50124

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980

Gibbons, F. X., & Buunk, B. P. (1999). Individual differences in social comparison: development of a scale of social comparison orientation. Journal of personality and social psychology, 76(1), 129-142. https://doi.org/10.1037/0022-3514.76.1.129

Gupta, G., & Vohra, A. V. (2019). Social Media Usage Intensity: Impact Assessment on Buyers’ Behavioural Traits. FIIB Business Review, 8(2), 161-171. https://doi.org/10.1177/2319714519843689

Hair, J. F., Jr., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2014). Fundamentos de pesquisa de marketing. AMGH Editora.

Hair, J. F., Jr., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM). European business review, 1(3), 1-16. https://doi.org/10.1016/j.rmal.2022.100027

Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E. (2009). Análise multivariada de dados (6a ed.). Bookman Editora.

Islam, T., Hameed, Z., Khan, I. U., Sheikh, Z. (2018). Social comparison, materialism, and compulsive buying based on stimulus-response-model: A comparative study among adolescents and young adults. Young Consumers, 19(1), 19-37. https://doi.org/10.1108/YC-07-2017-00713

Jang, K., Park, N., & Song, H. (2016). Social comparison on Facebook: Its antecedents and psychological outcomes. Computers in Human Behavior, 62, 147-154. https://doi.org/10.1016/j.chb.2016.03.082

Kasser, T. (2002). The high price of materialism. MIT press.

Kemp, S. (2020, January 30). Digital 2020: Global digital overview. Datareportal. https://datareportal.com/reports/digital-2020-global-digital-overview

Kennedy, G., & Bolat, E. (2017). Meet the HENRYs: A hybrid focus group study of conspicuous luxury consumption in the social media context. Academy of Marketing,1-9. https://eprints.bournemouth.ac.uk/29423/

Kim, D. H., Seely, N. K., & Jung, J. H. (2017). Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in human behavior, 70, 535-543. https://doi.org/10.1016/j.chb.2017.01.022

Kircaburun, K., Alhabash, S., Tosuntaş, Ş. B., & Griffiths, M. D. (2018). Uses and gratifications of problematic social media use among university students: A simultaneous examination of the Big Five of personality traits, social media platforms, and social media use motives. International Journal of Mental Health and Addiction, 18, 1-23. https://doi.org/10.1007/s11469-018-9940-6

Lee, J., & Shrum, L. J. (2012). Conspicuous consumption versus charitable behavior in response to social exclusion: A differential needs explanation. Journal of Consumer Research, 39(3), 530-544. https://doi.org/10.1086/664039

Lee, S. Y. (2014). How do people compare themselves with others on social network sites? The case of Facebook. Computers in Human Behavior, 32, 253-260. https://doi.org/10.1016/j.chb.2013.12.009

Lee, J. K. (2022). The effects of social comparison orientation on psychological well-being in social networking sites: Serial mediation of perceived social support and self-esteem. Current Psychology, 41, 6247–6259. https://doi.org/10.1007/s12144-020-01114-3

Lin, R., & Utz, S. (2015). The emotional responses of browsing Facebook: Happiness, envy, and the role of tie strength. Computers in human behavior, 52, 29-38. https://doi.org/10.1016/j.chb.2015.04.064

Liu, Q. Q., Zhou, Z.-K., Yang, X.-J., Niu, G.-F., Tian, Y., Fan, C. Y. (2017). Upward social comparison on social network sites and depressive symptoms: A moderated mediation model of self-esteem and optimism. Personality and Individual Differences, 113, 223-228. https://doi.org/10.1016/j.paid.2017.03.037

Lup, K., Trub, L., & Rosenthal, L. (2015). Instagram# instasad? : Exploring associations among instagram use, depressive symptoms, negative social comparison, and strangers followed. Cyberpsychology, Behavior, and Social Networking, 18(5), 247-252. https://doi.org/10.1089/cyber.2014.0560

Medeiros, F. G., Diniz, I. S. F. N., Costa, F. J. da, Pereira, R. de C. F. (2015). Influência de estresse, materialismo e autoestima na compra compulsiva de adolescentes. RAC-Revista de Administração Contemporânea, 19(2), 137-156. https://doi.org/10.1590/1982-7849rac20151553

Moreira, I., Stenzel, P., Lopes, J. M., & Oliveira, J. (2021). Do digital influencers successfully contribute to reducing the gap between customers and companies?. Brazilian Business Review, 18(6), 662–678. https://doi.org/10.15728/bbr.2021.18.6.4

Mussweiler, T., Rüter, K., & Epstude, K. (2006). The why, who, and how of social comparison: A social-cognition perspective. In S. Guimond (Ed.), Social comparison and social psychology: Understanding cognition, intergroup relations, and culture (Cap. 2, pp. 33-54). Cambridge University Press.

Nesi, J., & Prinstein, M. J. (2015). Using Social Media for Social Comparison and Feedback-Seeking: Gender and Popularity Moderate Associations with Depressive Symptoms. Journal of abnormal child psychology, 43(8), 1427-1438. https://doi.org/10.1007/s10802-015-0020-0

Ozimek, P., & Förster, J. (2017). The impact of self-regulatory states and traits on Facebook use: Priming materialism and social comparisons. Computers in Human Behavior, 71, 418-427. https://doi.org/10.1016/j.chb.2017.01.056

Ozimek, P., Baer, F., & Förster, J. (2017). Materialists on Facebook: The self-regulatory role of social comparisons and the objectification of Facebook friends. Heliyon, 3(11), 1-24. https://doi.org/10.1016/j.heliyon.2017.e00449

Ozimek, P., Bierhoff, H. W., & Hanke, S. (2018). Do vulnerable narcissists profit more from Facebook use than grandiose narcissists? An examination of narcissistic Facebook use in the light of self-regulation and social comparison theory. Personality and Individual Differences, 124, 168-177. https://doi.org/10.1016/j.paid.2017.12.016

Phua, J., Jin, S. V., & Kim, J. J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412-424. https://doi.org/10.1016/j.tele.2016.06.004

Podoshen, J. S., & Andrzejewski, S. A. (2012). An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory and Practice, 20(3), 319-334. https://www.jstor.org/stable/23243709

Podoshen, J. S., Li, L., & Zhang, J. (2011). Materialism and conspicuous consumption in China: A cross‐cultural examination. International journal of consumer studies, 35(1), 17-25. https://doi.org/10.1111/j.1470-6431.2010.00930.x

Ponchio, M. C., Aranha, F., & Todd, S. (2006). Estudo exploratório do construto de materialismo no contexto de consumidores de baixa renda do município de São Paulo. [Apresentação de trabalho]. 30º Encontro da ANPAD–Associação Nacional de Pesquisa e Pós-Graduação em Administração, Rio de Janeiro.

Reinecke, L., & Trepte, S. (2014). Authenticity and well-being on social network sites: A two-wave longitudinal study on the effects of On-line authenticity and the positivity bias in SNS communication. Computers in Human Behavior, 30, 95-102. https://doi.org/10.1016/j.chb.2013.07.030

Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of consumer Research, 31(1), 209-219. https://doi.org/10.1086/383436

Richins, M. L. (2017). Materialism pathways: The processes that create and perpetuate materialism. Journal of Consumer Psychology, 27(4), 480-499. https://doi.org/10.1016/j.jcps.2017.07.006

Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of consumer research, 19(3), 303-316. https://doi.org/10.1086/209304

Ringle, C. M., Silva, D. da, & Bido, D. de S. (2014). Modelagem de equações estruturais com utilização do Smartpls. Revista Brasileira de Marketing, 13(2), 56-73. https://doi.org/10.5585/remark.v13i2.2717

Rodrigo-Martín, L., Rodrigo-Martín, I., & Muñoz-Sastre, D. (2021). Influenciadores Virtuais como ferramenta publicitária na promoção de marcas e produtos. Estudo da atividade comercial de Lil Miquela. Revista Latina de Comunicação Social, (79), 69–90. https://doi.org/10.4185/RLCS-2021-1521

Sampieri, R. H., Collado, C. F., & Lucio, P. B. (2013). Metodologia de pesquisa. Penso.

Santini, F. O., Ladeira, W., Jr., Sampaio, C. H., & Araújo, C. F. (2017). Uma Meta-Análise sobre os Construtos Antecedentes e Consequentes do Materialismo. Revista Brasileira de Gestão de Negócios, 19(66), 538-556. https://doi.org/10.7819/rbgn.v0i0.2931

Santos, C. P., & Fernandes, D. V. D. H. (2010). A socialização de consumo e a formação do materialismo entre os adolescentes. Revista de Administração Mackenzie, 12(1), 169-203. https://doi.org/10.1590/S1678-69712011000100007

Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in human Behavior, 58, 89-97. https://doi.org/10.1016/j.chb.2015.12.059

Sheldon, P., & Newman, M. (2019). Instagram and american teens: Understanding motives for its use and relationship to excessive reassurance-seeking and interpersonal rejection. The Journal of Social Media in Society, 8(1), 1-16. https://thejsms.org/index.php/JSMS/article/view/423

Sheldon, P., Rauschnabel, P. A., Antony, M. G., & Car, S. (2017). A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use. Computers in human behavior, 75, 643-651. https://doi.org/10.1016/j.chb.2017.06.009

Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets. International Marketing Review, 29(6), 574-596. https://doi.org/10.1108/02651331211277955

Silva, M. J. B., Delfino, L. O. R., Cerqueira, K. A., & Campos, P. O. (2022). Avatar marketing: A study on the engagement and authenticity of virtual influencers on Instagram. Social Network Analysis and Mining, 12(1), 1-19. https://doi.org/10.1007/s13278-022-00966-w

Stapleton, P., Luiz, G., & Chatwin, H. (2017). Generation validation: The role of social comparison in use of Instagram among emerging adults. Cyberpsychology, Behavior, and Social Networking, 20(3), 142-149. https://doi.org/10.1089/cyber.2016.0444

Statista. (2022). Number of Instagram users worldwide from 2020 to 2025. The Statistics Portal. https://www.statista.com/statistics/183585/instagram-number-of-global-users

Stokinger, E., & Ozuem, W. (2018). Social media and customer retention: implications for the luxury beauty industry. In Information Reso Management Association (Ed.), Social Media Marketing: Breakthroughs in Research and Practice (Vol. 1, Cap. 37, pp. 733-755). IGI Global.

Swaminathan, V., Schwartz, H. A, Menezes, R., & Hill, S. (2022). The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy. Journal of Interactive Marketing, 57(2), 255-277. https://doi.org/10.1177/10949968221088275

Taylor, D. G., & Strutton, D. (2016). Does Facebook usage lead to conspicuous consumption? The role of envy, narcissism and self-promotion. Journal of Research in Interactive Marketing, 10(3), 231-248. https://doi.org/10.1108/JRIM-01-2015-0009

Thoumrungroje, A. (2018). A Cross-National Study of Consumer Spending Behavior: The Impact of Social Media Intensity and Materialism. Journal of International Consumer Marketing, 30(4), 1-11. https://doi.org/10.1080/08961530.2018.1462130

Tuten, T. L., Solomon, M. R., Pilotti, L., & Tedeschi-Toschi, A. (2014). Social media marketing: Post-consumo, innovazione collaborativa e valore condiviso. Pearson.

Veblen, T. (1899). The theory of the leisure class: An economic study in the evolution of institutions. Macmillan.

Veirman, M., Cauberghe, V., & Hudders, L. (2017, May 23-26). Consumer responses to peers’ luxuriously looking Instagram accounts: The moderating role of materialism. [Conference presentation abstract]. 46th EMAC Annual Conference University of Groningen, Netherlands.

Vogel, E. A., Rose, J. P., Roberts, L. R., & Eckles, K. (2014). Social comparison, social media, and self-esteem. Psychology of Popular Media Culture, 3(4), 206-222. https://doi.org/10.1037/ppm0000047

Vries, D. A., Moller, A. M., Wieringa, M. S., Eigenraam, A. W., & Hamelink, K. (2018). Social comparison as the thief of joy: Emotional consequences of viewing strangers’ Instagram posts. Media Psychology, 21(2), 222-245.

https://doi.org/10.1080/15213269.2016.1267647

Vries, D. A., & Kühne, R. (2015). Facebook and self-perception: Individual susceptibility to negative social comparison on Facebook. Personality and Individual Differences, 86, 217-221. https://doi.org/10.1016/j.paid.2015.05.029

Wang, Z., & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39(1), 15-26. https://doi.org/10.1016/j.intmar.2017.02.004

Wu, L. L., & Lee, L. (2008, July 4-7). On-line social comparison: Implications derived from Web 2.0. [Conference presentation abstract]. Pacific Asia Conference on Information Systems Proceedings, Suzhou, China. http://aisel.aisnet.org/pacis2008/197

Wu, Y., Eisenneger, C., Sivanathan, N., Crockett, M. J., & Clarck, L. (2017). The role of social status and testosterone in human conspicuous consumption. Scientific reports, 7(1), 1-8. https://doi.org/10.1038/s41598-017-12260-3.

Yang, G., Wang, Z., & Wu, W. (2021). Social comparison orientation and mental health: The

mediating role of psychological capital. Social Behavior and Personality: An

International Journal, 49(1), 1–11. https://doi.org/10.2224/sbp.9767

Zheng, X., Baskin, E., & Peng, S. (2018a). Feeling inferior, showing off: The effect of nonmaterial social comparisons on conspicuous consumption. Journal of Business Research, 90, 196-205. https://doi.org/10.1016/j.jbusres.2018.04.041

Zheng, X., Baskin, E., & Peng, S. (2018b). The spillover effect of incidental social comparison on materialistic pursuits: The mediating role of envy. European Journal of Marketing, 52(5/6), 1107-1127. https://doi.org/10.1108/EJM-04-2016-0208

Downloads

Publicado

02.02.2024

Como Citar

SILVA, A. H.; FLORIANO, M. D. P. Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo. Revista Ciências Administrativas, [S. l.], v. 30, p. 1–19, 2024. DOI: 10.5020/2318-0722.2024.30.e14234. Disponível em: https://ojs.unifor.br/rca/article/view/14234. Acesso em: 6 dez. 2024.

Edição

Seção

Artigos