علی محققیان

  The increasing presence of social networks has caused a change in lifestyle and consumption methods. In the meantime, excessive use of social networks has caused an excessive increase in consumerism and profound changes in the attitudes of young people. The present study was conducted with the aim of knowing the relationship between social networks and the increase in consumerism among the youth of Isfahan city. The current research is applied in terms of its purpose, and in terms of survey method and in terms of its nature, it is a descriptive research. After setting the objectives and questions of the research, a questionnaire composed of ۳۰ main questions, ۹ questions related to the personal and social characteristics of the respondents was prepared and distributed among the statistical population. In compiling the questions of the questionnaire, items were used that, while covering the theoretical foundations of the research, correspond to the general atmosphere governing the subject under study. To check the validity of the questionnaire, the face validity method and the opinions of the supervisors and advisors were used, and the face validity of the measurement tool was confirmed. Cronbach's alpha coefficient was used to calculate the reliability and the reliability of the questionnaire was evaluated as very good. The statistical population of the current study was all young people aged ۱۵ to ۳۰ living in ۱۵ districts of Isfahan city. According to statistics obtained from Isfahan Statistics Center, there are a total of ۵۶۰,۴۸۲ young people in Isfahan. Based on Cochran's formula, a total of ۳۸۴ people were selected as a sample, and the random sampling method was proportional to the volume. To analyze the collected data and to determine the relationships between variables, regression and t-test of two independent samples and one-way analysis of variance were used. Also, the data obtained was analyzed using    version ۲۶ statistical software. The findings of the research showed: the amount of use of virtual social networks has a significant and positive effect on increasing consumerism. The amount of participation and activity in virtual social networks has a significant and positive effect on increasing consumerism. Social comparisons provided in virtual social networks have a significant and positive effect on increasing consumerism. The highlighting created in virtual social networks has a significant and positive effect on increasing consumerism. The type of virtual social networks used has a significant and positive effect on youth consumerism. Respondents who use Instagram more have a higher average in consumerism. Also, there is no significant difference in terms of gender, age groups, education and field of study, income and consumerism. Therefore, excessive activity in social networks along with comparison and highlighting of consumerist images in these networks causes an increase in consumerism among young people.