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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2021 / Cilt: 13 - Sayı: 2

The Effect of Virtual Ideal Self Congruencyon Consumers’ Social Media Involvement andMotivation of Social Media Use: A StructuralEquation Modeling

Sanal İdeal Benlik Uyumunun Tüketicilerin Sosyal Medya İlgilenimi ve Sosyal Medya Kullanım Motivasyonu Üzerindeki Etkisi: Bir Yapısal Eşitlik Modellemesi

Sinem SARGIN
Yunus DURSUN
Pages
323–362
Publication Date
2022-11-06
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings of the study showed that virtual ideal self-congruency is effective on social media involvement (hedonic value and self-expression); hedonic value, which is one of the social media involvement dimensions, is effective on the social media usage motivation dimensions (entertainment, personal benefit, information seeking, convenience, altruism); on the other hand, self-expression, one of the social media involvement dimensions, is effective on all social media use motivation dimensions except entertainment, but it is not effective on entertainment.

📌 3 Key Takeaways

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Objective & Hypothesis:Virtual ideal self congruency is defined as the compatibility of social media platforms used by consumers with their virtual selves.
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Key Findings & Data:The online survey method was applied to 443 social media users who were selected by convenience sampling method, and structural equation modeling was used in the analysis of the obtained data.
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Conclusion & Impact:The findings of the study showed that virtual ideal self-congruency is effective on social media involvement (hedonic value and self-expression); hedonic value, which is one of the social media involvement dimensions, is effective on the social media usage motivation dimensions (entertainment, personal benefit, information seeking, convenience, altruism); on the other hand, self-expression, one of the social media involvement dimensions, is effective on all social media use motivation dimensions except entertainment, but it is not effective on entertainment.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Virtual ideal self congruency is defined as the compatibility of social media platforms used by consumers with their virtual selves. This study was conducted to investigate the effect of virtual ideal self-congruency on consumers’ social media involvement and motivation to use social media. The online survey method was applied to 443 social media users who were selected by convenience sampling method, and structural equation modeling was used in the analysis of the obtained data. The findings of the study showed that virtual ideal self-congruency is effective on social media involvement (hedonic value and self-expression); hedonic value, which is one of the social media involvement dimensions, is effective on the social media usage motivation dimensions (entertainment, personal benefit, information seeking, convenience, altruism); on the other hand, self-expression, one of the social media involvement dimensions, is effective on all social media use motivation dimensions except entertainment, but it is not effective on entertainment.

Özet

Sanal ideal benlik uyumu, tüketicilerin kullandıkları sosyal medya platformlarının sanal benlikleriyle uyumlu olması olarak tanımlanmaktadır. Bu çalışma, sanal ideal benlik uyumunun tüketicilerin sosyal medya ilgilenimi ve sosyal medya kullanım motivasyonu üzerindeki etkisini araştırmak amacıyla yapılmıştır. Çalışmada, kolayda örnekleme yöntemiyle seçilen 443 sosyal medya kullanıcısı üzerinde çevrimiçi anket yöntemi uygulanmış olup, veriler yapısal eşitlik modellemesi aracılığıyla analiz edilmiştir. Araştırmanın bulguları, sanal ideal benlik uyumunun sosyal medya ilgilenimi (hedonik değer ve kendini ifade etme) üzerinde etkili olduğunu; sosyal medya ilgilenim boyutlarından hedonik değerin sosyal medya kullanım motivasyonu boyutları (eğlence, kişisel yararlanma, bilgi arama, kolaylık, fedakârlık) üzerinde etkili olduğunu; sosyal medya ilgilenim boyutlarından kendini ifade etmenin ise eğlence dışında tüm sosyal medya kullanım motivasyonu boyutları üzerinde etkili olduğunu fakat eğlence üzerinde etkili olmadığını göstermektedir. Araştırma sonuçlarının dijital pazarlama yöneticilerine yol gösterici nitelikte olması beklenmektedir.

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Cite This Article

SARGIN, S., DURSUN, Y. (2022). The Effect of Virtual Ideal Self Congruencyon Consumers’ Social Media Involvement andMotivation of Social Media Use: A StructuralEquation Modeling. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 13 - Sayı: 2, 323–362. https://ajindex.com/articles/619617

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