ORIENTAÇÃO PARA COMPARAÇÃO SOCIAL E USO DO FACEBOOK COMO INFLUENCIADORES DA ATITUDE MATERIALISTA DE CONSUMIDORES BRASILEIROS

Mikaela Daiane Prestes Floriano; Bibiana Giudice da Silva Cezar; Andressa Hennig Silva; Kathiane Benedetti Corso

doi:10.14210/alcance.v27n2(Mai/Ago).p147-164

GUIDELINES FOR SOCIAL COMPARISON AND THE USE OF FACEBOOK AS INFLUENCER OF BRAZILIAN CONSUMERS’ MATERIALIST ATTITUDE

Authors

Mikaela Daiane Prestes Floriano Universidade Federal do Pampa http://orcid.org/0000-0001-6859-4405
Bibiana Giudice da Silva Cezar Universidade Federal do Rio Grande do Sul http://orcid.org/0000-0003-4397-8255
Andressa Hennig Silva Universidade Federal do Pampa http://orcid.org/0000-0002-6635-2768
Kathiane Benedetti Corso Universidade Federal do Pampa http://orcid.org/0000-0002-9421-5816

DOI:

https://doi.org/10.14210/alcance.v27n2(Mai/Ago).p147-164

Keywords:

Consumption. Social networks. Social Comparison. Materialism.

Abstract

Contemporary society presents behaviors that are strongly consumption-focused. One of the factors that influences these desires is the growing use of social networks. A feature of such platforms is social comparisons among users, particularly when it comes to the material possessions that are exhibited in these environments. This study evaluates the extent to which the orientation for social comparison, through the use of Facebook, influences materialism. An online survey was carried out with a sample of 530 individuals, using the techniques of Exploratory Factor Analysis and Multiple Linear Regression. At the end of the study, it was found that the variables online social comparison and Facebook activity have a positive impact on materialism, accounting for 12.3% of materialistic attitudes.

Author Biography

Mikaela Daiane Prestes Floriano, Universidade Federal do Pampa

Mestranda em Administração pelo Programa de Pós-Graduação em Administração - UNIPAMPA

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Published

2020-04-02

Issue

Vol. 27 No. 2(Mai/Ago) (2020)

Section

Article

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