Conspicuous Consumption in the Digital Age: A Conceptual Reassessment

The purpose of this study is to examine the phenomenon of conspicuous consumption within the framework of digitalization. A review of the literature on conspicuous consumption reveals that the understanding of consumption has shifted with the digitalization process. Mobile applications, digital advertising, credit cards, and digital payment systems stand out as key factors that accelerate and facilitate consumption. Furthermore, social media platforms and influencer marketing guide individuals' consumption decisions, and when combined with narcissism, status-seeking, and the need for social approval, they reinforce conspicuous consumption. Consequently, conspicuous consumption has become a complex social phenomenon emerging at the intersection of digital tools, social interactions, and psychological motivations. By explaining the multidimensional nature of this phenomenon, this study aims to contribute theoretically to the development of a sustainable and conscious consumption culture.