A Comparative Analysis of the Relationship between Social Media Addiction, Personal Relative Deprivation, and Materialistic Personality: Evidence from Türkiye, Iraq, and Indonesia

Authors : Doğan Aydoğan, Begüm Aydın Aydoğan, Wulandari Wulandari, Basim Ali

Pages : 122-142

Doi:10.55609/yenimedya.1651471

View : 77 | Download : 196

Publication Date : 2025-12-23

Article Type : Research Paper

Abstract :This study examines the relationship between social media addiction, personal relative deprivation, and materialistic personality tendencies. The research adopts a comparative approach to these relationships in the contexts of Turkey, Iraq, and Indonesia—countries within the Islamic cultural sphere that experience different socio-economic processes. Another objective of the study is to test the moderating effect of national variables, such as income inequality and per capita income, on the proposed model. Data were collected using an online survey method, with a convenience sample of 713 participants from Iraq, Indonesia, and Turkey. The survey consisted of four sections: the first section gathered demographic information, followed by the Bergen Social Media Addiction Scale, the Personal Relative Deprivation Scale, and the Materialistic Personality Scale. In all three sample groups, a significant relationship was found between social media addiction and materialistic personality tendencies. Mediation analysis revealed that the personal relative deprivation variable mediated the relationship between social media addiction and materialistic personality in all three countries. However, the national variable did not act as a moderator within the established model. Additionally, the age variable exhibited a negative correlation with materialistic personality tendencies across all countries, while gender did not produce a significant difference in materialistic tendencies. The findings indicate that social media addiction increases perceptions of personal relative deprivation, which in turn fosters materialistic personality tendencies. However, macro-level variables (such as income inequality and per capita income) were found to be more influential in shaping materialistic tendencies. These results suggest that materialistic personality is not merely a response to anxiety but also a reaction to social inequality and a strategy adopted as wealth increases.
Keywords : Sosyal Medya Bağımlılığı, Kişisel Göreli Yoksunluk, Materyalist Kişilik, Benlik Saygısı, Hierometre Teorisi

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