The Impact of the Frequent Use of Social Media on Conspicuous Consumption : The Mediating Role of the E-WoM

The importance of using the Internet and the accompanying browsing of websites, especially social networking sites (SNS), has increased due to its many benefits, which benefit users, consumers, and stakeholders. The benefits of using the Internet include obtaining information from anywhere, at any time, with minimal effort, time, and cost. Furthermore, the role of electronic word of mouth cannot be ignored by positive or negative statements about any product or brand, which play an important role in influencing the purchasing decisions of consumers, especially consumers of luxury products. The research examines the factors affecting conspicuous consumption (such as social media and the role of e-word mouth reliance), applying to two different sectors: the private university and smartphones. Based on the results of the two sectors, e-WOM reliance strongly mediated the relationship between conspicuous consumption and social media intensity in the university study. Without it, there was no relationship between conspicuous consumption and social media intensity, as well as the second study of mobile phones, which showed the importance of e-word-of-mouth reliance. Finally, the study provides some recommendations to marketing managers in drawing attention to and using new strategies in dealing with social media users with a different view than before and encouraging consumers to write their opinions on social media, especially in the services sector