• Abstract

    GUIDELINES FOR SOCIAL COMPARISON AND THE USE OF FACEBOOK AS INFLUENCER OF BRAZILIAN CONSUMERS’ MATERIALIST ATTITUDE

    DOI 10.14210/alcance.v27n2(Mai/Ago).p147-164
    Published date: 02/04/2020
    Contemporary society presents behaviors that are strongly consumption-focused. One of the factors that influences these desires is the growing use of social networks. A feature of such platforms is social comparisons among users, particularly when it comes to the material possessions that are exhibited in these environments. This study evaluates the extent to which the orientation for social comparison, through the use of Facebook, influences materialism. An online survey was carried out with a sample of 530 individuals, using the techniques of Exploratory Factor Analysis and Multiple Linear Regression. At the end of the study, it was found that the variables online social comparison and Facebook activity have a positive impact on materialism, accounting for 12.3% of materialistic attitudes.

Revista Alcance

Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.

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