The relationship between online histrionic behaviours, conspicuous consumption, and compulsive buying<sup></sup>

This study aims to investigate whether online histrionic behaviours differ across demographic variables and to examine whether they statistically predict conspicuous consumption and compulsive buying. Using a quantitative research design, data were collected from 405 participants via online and face-to-face surveys. The data were analysed using descriptive statistics, independent-samples t-tests, one-way ANOVA, confirmatory factor analysis, and regression analyses. The findings indicate that online histrionic behaviours differ across certain demographic variables, particularly age, educational attainment, and marital status. However, no significant gender differences were observed. Furthermore, the results show that online histrionic behaviours positively and significantly predict both conspicuous consumption and compulsive buying. These findings indicate that online histrionic behaviours may extend beyond digital self-presentation and should also be understood in relation to consumer behaviour. As one of the initial efforts to examine histrionic tendencies in a digital context and in relation to consumption behaviours, the present study is expected to offer original, empirical contributions to the literature on digital self-presentation and consumer psychology. The findings are also anticipated to provide data-driven insights for policies and practices aimed at protecting vulnerable groups from excessive consumption cycles.