How TikTok and Its relationship with narcissism and bandwagon effect influenced conspicuous consumption among Gen Y and Gen Z

Abstract

This research aims to investigate the influence of TikTok, as one of the most widely used social media, and its relationship with narcissism and bandwagon effect on conspicuous consumption among Gen Y or Millennials and Gen Z. Although the impact of social media usage, such as Facebook, Instagram, and YouTube; on conspicuous consumption is well known, little was known whether TikTok, which emphasizes on short videos with various filters and massive music library, has similar impact. The relationships between TikTok and narcissism as well as bandwagon effect that are associated with conspicuous consumption is also little discussed in research. The data for this research are collected through an online survey from 107 Indonesian Gen Y and Gen Z respondents that regularly use TikTok. The result shows that TikTok usage positively affects conspicuous consumption, and that bandwagon effect positively mediates TikTok usage and conspicuous consumption. It also shows that narcissism negatively mediates TikTok usage and conspicuous consumption. This research proves that TikTok, especially among younger generations, is important for luxury brand strategies as it gives a positive impact to the bandwagon effect among users, thus adding to the urge to buy luxury products.