The Relationship Between Social Media Use And Self-Gifting Consumption Behavior Among Generation Z Women
Keywords:
generation Z, social media use, consumption behavior, self-giftingAbstract
This study aims to examine the relationship between social media use and self-gifting behaviour among Generation Z women in Indonesia. The respondents consisted of 157 women aged 18–28 years who actively used social media for at least three hours per day and had made online purchases for themselves within the past six months. The sampling technique used was purposive sampling. The instruments employed were the Social Media Use Scale and the Self- Gifting Consumer Behaviour Scale. Data were analyzed using Spearman’s correlation, resulting in a significance value of < .001 and a correlation coefficient of ρ = 0.651. The findings indicate a significant positive relationship between social media use and self- gifting consumption behaviour among Generation Z women. These findings have implications for Generation Z women to increase self-awareness in managing social media use in order to make more mindful and responsible consumption decisions.
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