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We have discussed why we form relationships, what attracts us to others, and different types of love. But what determines whether we are satisfied with and stay in a relationship? One theory that provides an explanation is social exchange theory. According to social exchange theory, we act as naïve economists in keeping a tally of the ratio of costs and benefits of forming and maintaining a relationship with others (Rusbult & Van Lange, 2003).
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  1. Home
  3. Research Domains
  5. Information And Computing Sciences
  7. Human-centred Computing
  9. Affective Computing
  11. Social Visibility Of Consumption And Conspicuous Consumption: An Empirical Analysis Of Chinese Wedding Ceremonies.
  1. Home
  3. Research Domains
  5. Information And Computing Sciences
  7. Human-centred Computing
  9. Affective Computing
  11. Social Visibility Of Consumption And Conspicuous Consumption: An Empirical Analysis Of Chinese Wedding Ceremonies.

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Social visibility of consumption and conspicuous consumption: An empirical analysis of Chinese wedding ceremonies.

Yangjin Shamu1, Zhenwu You1, Meng Wang1

  • 1School of Journalism and Information Communication, Huazhong University of Science and Technology, Wuhan, Hubei Province, China.

Heliyon
|February 15, 2024

View abstract on PubMed

Summary
This summary is machine-generated.

Social media use significantly boosts the visibility of consumption, especially during Chinese weddings. This increased visibility correlates with more conspicuous consumption and display behaviors, impacting personal image and social identity.

Keywords:
Brand awarenessConspicuous consumptionSelf-expressionSocial media

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Area of Science:

  • Digital Marketing
  • Consumer Behavior Studies
  • Sociology of Consumption

Background:

  • Digital platforms integrate social media (WeChat, Weibo) and social e-commerce (RED).
  • These platforms influence individual consumption behaviors, personal image, and social identity.
  • Focus on social visibility of consumption during significant life events like Chinese weddings.

Purpose of the Study:

  • To explore the impact of integrated digital platforms on consumption behaviors.
  • To investigate the relationship between social media use and the social visibility of consumption.
  • To analyze the influence of social visibility on conspicuous consumption during Chinese weddings.

Main Methods:

  • Online survey of 570 respondents who have hosted or plan to host wedding celebrations in China.
The social visibility of consumption
  • Statistical analysis to determine the relationship between social media use and consumption visibility.
  • Examination of the role of self-expression in consumption visibility and conspicuous consumption.

    • Main Results:

    • A significant positive relationship exists between social media use and the social visibility of consumption.
    • Increased social visibility of consumption is linked to higher levels of conspicuous consumption and display.
    • Self-expression enhances consumption visibility and brand awareness but does not moderate the link to conspicuous consumption.

    Conclusions:

    • Digital platforms significantly shape consumption patterns, particularly for major life events.
    • Social media use amplifies the social visibility of consumption, driving conspicuous behaviors.
    • Understanding these dynamics is crucial for digital marketing and consumer behavior research in China.