Title:
The Impact of Social Media Usage on Conspicuous Online Consumption: The Mediating Roles of Feeling of Envy and Consumer Susceptibility to Normative Influence Among Gen Z in Soloraya

Authors:
Faris Al Fathony, Retno Tanding Suryandari, Indonesia

Abstract:

This study investigates the relationship between social media usage and conspicuous online consumption among Generation Z in Soloraya, with a specific focus on the mediating roles of feeling of envy and consumer susceptibility to normative influence (CSNI). In the digital era, social media platforms have become central arenas for self-presentation and social comparison, potentially intensifying the desire to showcase wealth and status online. Employing a quantitative research design, data were collected from 210 respondents aged 18 to 25. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the hypothesized relationships among the variables. The results reveal that social media usage significantly and positively influences both feeling of envy and CSNI. Furthermore, both feeling of envy and CSNI serve as significant mediators in the relationship between social media usage and conspicuous online consumption.

DOI: https://doi.org/10.51505/IJEBMR.2025.91008