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YOLO: A Buying Approach

TitleYOLO: A Buying Approach
Publication TypeConference Proceedings
Year of Publication2018
AuthorsAydin, H, Ridic, O
Conference NameFourth FBA International Social Sciences Conference
Volume4
Edition5
Number of Volumes4
Pagination30-30
Date Published04/2018
PublisherSEDEF BOSNIA d.o.o.
Place PublishedSarajevo, International University of Sarajevo (IUS), Faculty of Business Administration (FBA)
ISSN Number2566-2856
KeywordsBuying Behaviour, Consumption Behaviour., YOLO, You Only Live Once
Abstract

YOLO is defined as a lifestyle that people called “you only live once”. People with

this lifestyle are expected to reflect this in their consumption behavior. Thus, when

people think “they only live once”, they may consume more than before and have

impulsive buying. Although the effects of it on consumption behavior is known, no

study has been found to determine the causes and consequences of this concept. This

study aims to determine how YOLO lifestyle is reflected in the consumption in this

study.For this purpose, the study group of the researchers formed the consumers

who expressed YOLO lifestyle.The qualitative research method is used and data

were obtained through semi-structured interviews. The main questions to be

answered in the interviews are: "how do you express this understanding" and "how

this attitude reflects your consumption behavior".In addition, this study is a

Grounded Theory Approach study and analyzes will be carried out using content

analysis.

DOI10.13140/RG.2.2.25554.45763
Refereed DesignationRefereed