With globalization, advancing technological conditions and the virtual world becoming intertwined with life, the concept of consumption has become a sociocultural issue today. Individuals and institutions share their feelings and thoughts on social media and spend most of their time on social media platforms. Over time, individuals have also started to use social media for the purpose of showing off. It has become a way to show their consumption behaviors to other individuals. Individuals share the objects they buy, the places they visit, different countries, the foods they eat, the activities they do in their free time and share their lifestyles on social media and try to convey them to other individuals. The display of these shares also affects other users. Conspicuous consumption symbolizes the transformation of individuals who act to show their social status, to resemble or separate from a certain social class. The products consumed are viewed as a class status from a socio-economic perspective. Users use products for the purpose of showing off and communicate with users around them through these products. Different disciplines study the changing consumption habits with the use of social media. In this study, conspicuous consumption and its effects are examined theoretically on social media. Studies have shown that conspicuous consumption is prevalent on social media platforms, especially visual applications such as Instagram.

Conspicuous consumption, Social Media, Consumer behavior