A LITERATURE REVIEW IN THE CONTEXT OF OSTENTATIOUS CONSUMPTION

Conspicuous consumption is a concept that refers to individuals' consumption behaviors carried out to showcase their social status and gain prestige. First introduced in Thorstein Veblen's 1899 work The Theory of the Leisure Class, this concept highlights how individuals consciously reflect their social position through the goods and services they consume. Today, with the widespread use of social media platforms, conspicuous consumption has evolved from reflecting individual preferences to becoming more visible under the influence of social norms, cultural expectations, and economic conditions. However, the negative impacts on sustainability, the potential to deepen social inequalities, and the risk of generating dissatisfaction among individuals are among the criticized aspects of conspicuous consumption. This study aims to map the areas of focus related to conspicuous consumption at the national level in Turkey by analyzing graduate theses that include the term "conspicuous consumption" in their titles within specific categories. The research population consists of graduate theses archived in the National Thesis Center of the Council of Higher Education (YÖK) Documentation Department. The sample includes 70 graduate theses with "conspicuous consumption" in their titles, registered in the National Thesis Center. The included theses were analyzed using bibliometric analysis based on factors such as year, university, department, author gender, advisor title, thesis type, data collection techniques, and research methods. The analysis revealed that the theses were written between 2007 and 2024. The study concludes with the recommendation that more detailed doctoral-level research should be conducted on the subject.