1. 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
physically 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 discretion 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, products 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.

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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
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,
social 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
allows individuals to make decisions based upon what they believe is popular. Three
sociological 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
consumption, 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
interpretation 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 luxury
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

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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
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
emulation 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 distinctive 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 involved 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 individual 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

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waste. This is a major representation of the standing of the individual and done so
specifically for show. The appearance of being fashionable is an outward expression of
the individual’s good taste and overall wealth which emulates power. It is apparent, and
one of 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
measures 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.
According 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
socially created needs for individuals (Todorova 2013). Consuming goods online are
economic activities that generate goods and services meeting social needs for consumers.
Individuals are enamored by figures who flaunt company products and they also want to
attain 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

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a better sale. The consumer society erases the dividing line between commodity and
image: the image appears 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
consumerism a whole which are the capitalists and the working class. Marx makes a
distinction between luxury and subsistence consumption. Furthermore, Marx highlights
the “necessary means of consumption” that effect the working class. Behind means of
consumption 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
production 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 consumption is no longer in the hands of manufacturers, but at the discretion of
consumers. Images 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
consumer online culture. Within social media, the appeal to luxury is ideal to consumers,

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because 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 social 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
personal 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 doing 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
collaborations and localization. Traditional practices are no longer as prevalent as they
were decades ago. With the emergence of technology and simpler approaches to
garnering information, social media has the capacity to allow consumers to interact
obtain specific information. A “consumer decision journey” takes place instead of
traditional consumer practices that is encouraged by loyalty and advocacy reflecting the
market of social media (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 control.
The final theory that can be analyzed in regards to social media and consumer
behavior is symbolic interactionism. A product or performance is creative to the extent

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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
interactionism’s development in sociological theory. Blumer’s perspectives on symbolic
interaction 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 problems, and everyday life (Puddephatt 2009). Symbolic
interactionism can be described 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
consumerism. Although this idea is fairly new to society, problems ensue within different
social structures. All interactions described within the theory are not ideally positive
interactions but foundational, impactful, and ongoing. For example, reverting back to
Veblen’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
attaining 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.

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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
towards “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
can be considered as a interaction that consumers have placed significant meaning upon.
Throughout the virtual customer experience, consumers are looking to have their
questions, 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 service.
In relation to consumer interaction, the interactions are established long before the
customer is involved in the decision making process that social media influences.
According Pescher, Reichhart, & Spann (2014) viral marketing campaign relies on peer-
to-peer communications for its successful diffusion among potential customers.
Consumerism 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 commentary 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

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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 manifestation of habits of readers and fans.
Media has developed many strong and personal interactions 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 drawbacks 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
communities 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
interpretation. Negative factors have influenced social media use such as the
diminishment of traditional consumer practices and negative social interactions that have

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lead to separations in social class and conspicuous consumption. On the other hand,
positive interactions have cultivated through the use of social media and consumerism.
For example, advocacy and self-identification are found through the use of social media
content and online 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
create online platforms, consumers decide to dictate their spending from peer-to-peer
interactions. 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
consumers to interact. The development of customer relationships through social media
has created social development on a digital platform. With the participation in consumer
culture, businesses have the ability to create and assess a certain social value to their
products 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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