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    STUDIA EPHEMERIDES - Issue no. 2 / 2018  
         
  Article:   I HAVE, I POST, THEREFORE I AM! HEDONIC CONSUMPTION AS A TOOL FOR SELF-PROMOTING BEHAVIOR ON SOCIAL NETWORKING PLATFORMS.

Authors:  MEDA MUCUNDORFEANU, CORA LUPAŞ.
 
       
         
  Abstract:  Research shows that people often associate themselves with material objects or places and use them to gain a certain validating status from others. (Millan and Mittal, 2017:2, Thompson and Hirschman 1995:151, Schau and Gilly, 2003:1-5). Individuals often find themselves engaged in social comparison and self-presentation behaviors in order to fit in and gain recognition. The present paper takes a closer look at the ways the rise of social media is affecting these behaviors. The main aim of our research is to find out whether there is a link between hedonic acquisitions and self-promoting on SNS. Our hypothesis, that individuals who practice self-promotion on social networking platforms are more likely to make hedonic acquisitions than those who use social media for other gratifications, has been confirmed to a certain extent.

Keywords: Social Networking Sites, self-promotion, self-representation, hedonic acquisitions, social comparison.
 
         
     
         
         
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