Social visibility of consumption and conspicuous consumption: An empirical analysis of Chinese wedding ceremonies

Abstract

This study explores the transformative impact of a digital platform integrating social media platforms like WeChat and Weibo with social e-commerce applications such as RED on individuals' consumption behaviours. It examines how this influence reshapes personal image, builds social identity, and engages in various behaviours, particularly focusing on the social visibility of consumption during Chinese wedding celebrations. Through an online survey of 570 respondents who have hosted or plan to host wedding celebrations, we investigate whether the use of social media increases the likelihood of the social visibility of individual consumption. Our findings reveal a significant relationship between social media use and the social visibility of respondents' consumption. Moreover, a continual rise in the social visibility of respondents’ consumption is associated with increased conspicuous consumption behaviour and display. While self-expression enhances the social visibility of consumption and its impact on brand awareness, this study does not identify a moderating effect of self-expression on the relationship between the social visibility of consumption and conspicuous consumption behaviour and display. These results give insight into the evolving role of digital platforms in shaping consumption patterns, particularly in the context of significant life events like weddings in China.