Social Media Usage Intensity and Conspicuous Consumption among Young Adults: A Cross-Sectional Study

Abstract

The present study examined the relationship between social media usage intensity, self-esteem and conspicuous consumption in young adults. It was hypothesized that there will be a correlation between social media usage intensity and conspicuous consumption. It was also hypothesized that self-esteem will moderate the relationship between social media usage intensity and conspicuous consumption in young adults. Correlational study with cross-sectional research design was done. A purposive sample of 120 young adults was drawn from three universities. Assessment measures included: Network Sites (SNSs) Usage Questionnaire, Conspicuous Consumption Scale, and Rosenberg Self Esteem Scale. Results of the study showed that social media usage was negatively correlated with self-esteem while it was positively correlated with conspicuous consumption. Self-esteem was negatively related to conspicuous consumption. Furthermore, self-esteem moderated the relationship between social media usage and conspicuous consumption in young adults. Moreover, there were no gender differences in social media usage, self-esteem, and conspicuous consumption. This study has implications for therapists, counselors, and policy makers