Social Media Commons^™

Do I Deserve To Spend? Social Support And Spending Pleasure, Kawon Kim

Doctoral Dissertations

Despite evidence of people posting their consumption experience on online social networks to fulfill the needs of social support, a systemic understanding of how social support obtained via online social networks affects post-consumption behaviors related to spending remains elusive. This dissertation aims to answer the question of how social support via online social networks affects consumer’s post-consumption behavior by investigating in what form and from whom consumers obtain online social support. To do so, the purpose of this dissertation is to examine how online social support from others influences perceptions of deservingness which then influences spending pleasure. This dissertation focuses …