Communication technologies have been undergoing rapid development in recent years. This development has led to an increased usage of the Internet and other web-based tools, of which social media is considered one of the most important. Social media represents a new type of virtual media wherein users can express themselves, establish a network and stay connected with other users from anywhere in the world. However, individuals are also affected by these social media tools during the purchasing process. This has given rise to the so-called "consumption culture," which refers to the use of consumption goods and services to establish one's identity and social stature. Over time, individuals subscribe to this culture and adapt it to their respective lifestyles.