@article{2016,title={MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR},abstractNode={Compulsive buying has been a widely researched medical phenomenon. In this study compulsive buying behavior is examined from a marketing perspective and in the online environment. When the relevant literature is reviewed it is revealed that little research has been done on online compulsive buying behavior. This study aims to fill this gap by trying to explain online compulsive buying considering the influences of materialism and brand resonance on it. In order to achieve this aim data were collected from a sample of 439 online shoppers by a convenience sampling method. The results revealed that success, happiness, centrality (all of the dimensions of the material values scale), connection and community (2 of the 3 dimensions of brand resonance) have statistically positive effects on online compulsive buying and brand loyalty has a negative one contrary to expectations. These results may shed light on online shopping site owners to generate their strategies by better understanding compulsive buyers and their behaviors. In order to contribute to the gap in the relevant literature, further research needs to be done on the under researched areas of online compulsive buying. For instance, in this paper materialism is taken from a “values perspective”. Materialism may be taken into consideration in further studies from a personality trait perspective as well. Its effects on online compulsive buying behavior may be analyzed with the other personality traits together.},author={Ceyda Aysuna TÜRKYILMAZ-- İlke OCAMAZ - Aypar USLU},year={2016},journal={The Journal of Academic Social Science Studies}}