Jennifer Pearson

Relationship Between Consumer Behavior and Social Media

Dr. Markley

Senior Seminar Theoretical Research

Social media influence on consumer behavior

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Social media use is prominent in today’s society. Particular platforms make it

much easier for consumers to gain an understanding of a product without having to physi-

cally handle it. For example, platforms such as Instagram, Facebook, Twitter, Pinterest,

and additional online shopping applications have made products and its details accessible

to the consumer and creates an effortless experience. These platforms are used to display

visual images to consumers and provide product details that would commonly be asked

of manufacturers or retail associates. The entire shopping experience is at the user’s dis-

cretion and made to be a versatile environment. Although, there are still consumers who

enjoy the physicality of shopping within stores to purchase products, social media has

supplemented buyers with images that are desirable to the consumer. For example, prod-

ucts such as cars or even clothing can be displayed on social media in such a way that

makes the item much more appealing than what it really is. An illusion is created and

buyers feel that the product just seems more appealing and are inspired to purchase and

replicate the displays. Social media allows consumers to see products in their best form.

What is the relationship between social media use and consumer behavior? Many

factors address the explanations to this particular question. Although it could simply be

the convenience of purchasing without any additional labor, the consumer culture must

be carefully examined to understand the importance of its behavior in relation to social

media use. Social performance involves behaviors which are culturally determined, and

yet these demands are triggered by individually defined goals (Hogg and Michell 1997).

Self image is also important in regards to the relationship between self and consumption.

The consumer culture can be defined as a culture where social values as well as

the activities are centered around the consumption of goods and services. Marketers have

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used social media to their advantage to engage consumers on a level that is familiar to

them. Specifically, depending on the good or service and the particular target market, so-

cial media plays a vital role in communicating with customers about the company and the

company culture. Social media is visual representation to the consumer culture and al-

lows individuals to make decisions based upon what they believe is popular. Three socio-

logical theories address the importance of consumer culture and social media as a whole.

Thorstein Veblen’s conspicuous consumption, Karl Marx’s theory of means of consump-

tion, and Herbert Blumer’s symbolic interactionism.

Each theory approaches consumer culture behavior and the relationship to social media in

the form of sociological perspective. It depicts the consumer culture as a whole and inter-

pretation of goods and services from the consumer perspective.

Veblen coined the term conspicuous consumption which implies visible leisure

for the sake of displaying social status. It is the spending of money and acquisition of lux-

ury goods and services to display economic wealth. Many individuals are familiar with

the concept of conspicuous consumption and leisure even if they are not familiar with the

term directly. As society develops and matures there becomes a fundamental division of

two particular groups of people, those that are wealthy and those that are not. Although

Veblen’s theory can be confirmed in present day, there was a difference in social class

and its aspects during the late nineteenth century, early twentieth century, and now. Then,

values drove the middle and lower classes who did not make nearly as much for their

work. People barely made a living and often lived on the edge of survival. At this time

women were still taking care of families at home and eventually began working in urban

garment industries to help support their families. This era of the industrial age gave way

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to a more complex class structure as the top of the new “middle class” merged and lived

in luxury with the “old” aristocracy (Veblen 2013).

The desire to possess goods progressed as well as technology at the time, and em-

ulation of these possesses was considered as wealth and honorable. In turn, the desire to

own property became an incentive to work. The idea of frugality and honest work related

to the laboring class and was looked down upon by the superior class. This becomes dis-

tinctive way to separate the superior and inferior and the superior avoid labor altogether

because of these ideas. Along with the desire to avoid physical labor, individuals in-

volved in the superior class usually spent excess of what they needed beyond physical

comfort leading to those who “lived beyond their means” (Veblen 2013). Once the indi-

vidual was satisfied with their achievement it was difficult to lower their expectations and

more motivation to live up to a code of decency. Society ultimately decides the standard

of living and consumption that is most honorable. In fact, this decision amongst the

masses is difficult to change and continues to grow as communities develop. The process

of change slows because of the differences and distance among classes. The more one

tries to gain through luxury goods they fall victim to conspicuous waste, a subcategory of

Veblen’s conspicuous consumption. These materials are not needed but gives power to

superior classes only because they are able to obtain these goods.

Fashion is another aspect of pecuniary culture Veblen mentions about the leisure

class. This expression of wealth and appearance is another example of conspicuous

waste. This is a major representation of the standing of the individual and done so specifi-

cally for show. The appearance of being fashionable is an outward expression of the indi-

vidual’s good taste and overall wealth which emulates power. It is apparent, and one of

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the first things you notice about the superior class or any individual that displays their

value through material goods. The way in which they are dressed displays that there is no

such stress in achieving an ideal livelihood. Also, the greater the measure of wealth, the

greater chances there will be of change and development in fashion overtime. Between

men and women, there is a greater need for women to remain current in fashion and

beautiful in the eyes of society. Because of her role and duties, a woman must make time

to beautify herself for the public as well as within the household. These extreme mea-

sures are all apart of the conspicuous waste.

In regards to conspicuous consumptions relation to consumer behavior and social

media, the very ideas that are being publicly displayed are all subject to this theory. Ac-

cording to the collective life process, cultures engage in social provisioning - material

means of life result from economic activities the generate goods and services to meet so-

cially created needs for individuals (Todorova 2013). Consuming goods online are eco-

nomic activities that generate goods and services meeting social needs for consumers. In-

dividuals are enamored by figures who flaunt company products and they also want to at-

tain the same standards as those who have them. For example, models who are presented

in ads that showcase goods or services are used because many individuals idolize these

figures. Whether they are idolized physically or their social status is admirable to others,

it is common practice to display those of higher status to implement a better sale. The

consumer society erases the dividing line between commodity and image: the image ap-

pears as a commodity (Aronson 2015).

Another theory that is recognized is Karl Marx’s theory of means of consumption.

Two main aspects must be understood to fully assess Marx view on capitalism and con-

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sumerism a whole which are the capitalists and the working class. Marx makes a distinc-

tion between luxury and subsistence consumption. Furthermore, Marx highlights the

“necessary means of consumption” that effect the working class. Behind means of con-

sumption is a lack of ethical consumption. There is a means-to-an-end in the production

of consumer goods rather than the general product. Ethical consumption of clothing

aligns with means of consumption in ways that products rather than the means of produc-

tion are exploited. Regardless of social class, means of consumption and consumer goods

lack ethic, but take the primary role of becoming iconography. Capitalists profit from this

very idea that the ethics of consumption are discussed but not genuinely practiced.

Through social media, the depth of the means of consumption and the labor that goes into

specific goods and services is not at the forefront of marketing. In fact, that is specifically

why images are used to appeal to consumers. The burden of introducing ethical consump-

tion is no longer in the hands of manufacturers, but at the discretion of consumers. Im-

ages do not tell the story of how products have been made and the process that workers

go through to produce goods. The commodity is displayed and the user sees the end result

and makes the decision based on the images and limited details provided to them.

Marx’s distinction between luxury and subsistence is extremely prominent in con-

sumer online culture. Within social media, the appeal to luxury is ideal to consumers, be-

cause they are seeking quality goods and trust that the production will mirror the limited

amount shown through these platforms. Although most consumers that participate in so-

cial media within the consumer culture are limited to subsistence, they prefer the quality

and appeal of the luxury items. It creates a sense of social mobility that is visible to the

public. In junction with Marx’s theory, product knowledge are commonly linked to per-

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sonal values (Jägel et al. 2012). According to Jägel (2012), consumers attitudes towards

goods are formed from preference of the attribute to the specific product. In regards to

ethical clothing issues, Jägel found that people are well aware of what companies are do-

ing to make sure they gain the most appeal through showing their customers the ideal

consumer experience.

According to Mirchevska and Markova (2011), social media’s effects on human

behavior and culture are manageable through personalization, social social collabora-

tions and localization. Traditional practices are no longer as prevalent as they were

decades ago. With the emergence of technology and simpler approaches to garnering in-

formation, social media has the capacity to allow consumers to interact obtain specific in-

formation. A “consumer decision journey” takes place instead of traditional consumer

practices that is encouraged by loyalty and advocacy reflecting the market of social me-

dia (Mirchevska and Markova 2011). Consumer brands are teaming up with social media

to create a new wave of consumer culture that takes the focus away from controversial

matters involved in consumerism such as lack of ethics, abuse of labor, and quality con-

trol.

The final theory that can be analyzed in regards to social media and consumer be-

havior is symbolic interactionism. A product or performance is creative to the extent that

it is a useful response to a problem or situation (Alicea Rivera 2014). Herbert Blumer’s

interpretation of George Herbert Mead’s idea has been instrumental in symbolic interac-

tionism’s development in sociological theory. Blumer’s perspectives on symbolic interac-

tion have allowed others to contribute to our understanding of the social development as

it evolves in other realms of study such as science and technology, art and culture, social

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problems, and everyday life (Puddephatt 2009). Symbolic interactionism can be de-

scribed as action evoked through things that have meaning that those have for them or

meanings derived from interactions socially and eventually shaped through interpretation.

According to Dennis and Martin (2007), symbolic interactionism has developed

an approach for social organization, but interactionists have good reason to regard "social

structure" as problematic. The issue that presents itself is social media’s intrusion on con-

sumerism. Although this idea is fairly new to society, problems ensue within different so-

cial structures. All interactions described within the theory are not ideally positive inter-

actions but foundational, impactful, and ongoing. For example, reverting back to Ve-

blen’s findings through conspicuous consumption and the modernization of fashion, the

two ideas influenced social classes and social mobility. This particular social structure

created a polar opposites in regards to those who had the means to own specific goods

opposed to individuals who practiced subsistence. Those who were not capable of attain-

ing such material goods were placed in a working class that subjected them to labor and

social ridicule. Unfortunately, that social construct has managed to transition into today’s

society and creating a sense of entitlement to those who are not capable of having luxury

goods.

In relation to consumerism and social media, businesses cater to specific target

markets to reflect a quality brand. Products are not meant for everybody, but targeted to-

wards “modern individuals”, “millennials”, and buyers capable of using technology at a

general capacity. Most social media platforms contain over one million users. The easier

and the most innovative way the product is marketed, the better for the consumer. Aside

from loyalty, customer experience plays a very important role in the buying process. This

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can be considered as a interaction that consumers have placed significant meaning upon.

Throughout the virtual customer experience, consumers are looking to have their ques-

tions, comments, or concerns addressed in the most efficient manner possible. Consumers

interact through social media to share, compare, and gather inspiration about a general

product. This is another method businesses gain immediate feedback on a good or ser-

vice.

In relation to consumer interaction, the interactions are established long before the

customer is involved in the decision making process that social media influences. Ac-

cording Pescher, Reichhart, & Spann (2014) viral marketing campaign relies on peer-to-

peer communications for its successful diffusion among potential customers. Con-

sumerism and loyalty relationships are apparent through communication of a companies

values and care provided. Virtual consumers who take actions such leaving reviews or

participate in testimonials give future consumers the ability to make sound decisions in

their purchases and they feel that the positivity generated by social media through com-

mentary justifies the purchase. Ideally, a product with little exposure, negative feedback

and little customer interaction does not thrive on social media platforms. Many values are

important when assessing social media and consumer relationships such as anticipated

benefits and self-identity (Cho and Krasser 2011). Special attention should also be payed

to media content that is accessible to consumers. Content is key in communicating the

best possible product to consumers which determines overall behavior. Not only is the

quality of the content important, but the motivation of the consumer to identify with the

companies mission and the ability to identify with it. According to Šesek and Pušnik

(2014), the development of media communication technologies has affected the manifes-

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tation of habits of readers and fans. Media has developed many strong and personal inter-

actions among individuals in positive and negative aspects. Social media specifically has

created an environment for consumers to visually grasp the benefits as well as the draw-

backs of participating in the digital consumer culture.

Consumers use social media, such as online communities, to create content and to

network with other users (Hajli 2014). Social media has been very impactful in societal

interactions among diverse institutions from business to even education. Online commu-

nities have the ability to influence behavior of certain individuals and persuade them to

make impulsive purchases. The rapid adoption and widespread use of social media mean

that future technological differences may result in theoretical consequences for individual

and organizational behavior (Kane et. al 2014).

Although social media is a new technology and social sphere, it has been very

prevalent in societal interactions on a personal and professional level. Consumer behavior

and social media’s relationship has proven to be correlated by decision making and inter-

pretation. Negative factors have influenced social media use such as the diminishment of

traditional consumer practices and negative social interactions that have lead to separa-

tions in social class and conspicuous consumption. On the other hand, positive interac-

tions have cultivated through the use of social media and consumerism. For example, ad-

vocacy and self-identification are found through the use of social media content and on-

line communities that encourage and foster healthy communication and ethical business

practices.

Sociological theories that tie consumer behavior and social media at some point

interconnect to highlight the overall theme of symbolic interactionism. As companies cre-

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ate online platforms, consumers decide to dictate their spending from peer-to-peer inter-

actions. After the consumer culture was closely examined, it is fair to conclude that the

new wave of consumerism is a strong social structure that is supplemented by online

communities and creative implementation of marketing (Mirchevska and Markova 2011).

With millions of viewers able to access social media from multiple devices,businesses are

able to create a more personal relationship with consumers as well as allow other con-

sumers to interact. The development of customer relationships through social media has

created social development on a digital platform. With the participation in consumer cul-

ture, businesses have the ability to create and assess a certain social value to their prod-

ucts to make it more desirable through social media. By using tools such as social media

analytics to determine demographics and using social media to engage customers, healthy

relationships can be fostered overtime.

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