Social media's influence on consumerism

Between 2020 and 2024 social media use has increased, with user engagement becoming normal for a variety of social media users. Platforms such as TikTok, YouTube, and Instagram are well-known forms of social media that provide platforms for users, and allow them to gain followers. Through this amassment of followers, "influencers" are then able to promote products and services to their audiences.

Defining social media

Social media is a social medium, in the form of technology, that moderates, initiates, or influences communicative processes. It not only allows users to build a page or platform on each specific website, but also encourages content creation of their choosing. Some popular social media applications consist of TikTok, YouTube, Instagram, Facebook, however there are also many others that are becoming increasingly popular. When these social media sites were created, they were mainly utilized as a way to share information about one's life to friends, family, and other followers of the creator. The sites themselves were also competing with each other early on in their development, but have recently shifted their efforts toward capturing audiences' time and attention. With this push to engage their audiences, social media platforms have now started to compensate those who have a large influence (follower count) on their platform, or those who promote sponsored products to viewers.

Influence of public figures

Kylie Jenner, youngest self-made billionaire through social media

Those who have the ability to persuade potential buyers of a product by promoting these items on social media are known as influencers. These individuals often become popular due to their impacts on beauty standards or lifestyle content, as well as how these habits can apply to the general public. Additionally, their prevalence on mainstream media makes their faces more recognizable, and more likely to obtain a larger platform following. According to research on 2023 social media influencers, Cristiano Ronaldo, Charli D'amelio, and Kylie Jenner are among the top ten, seen promoting various products through their platforms. These content creators, on average, have over ten million active followers, who are exposed to each of their paid promotions. Because of this exposure, over 54% of social media users utilize these platforms to research and validate online purchases, with 71% of these individuals being more likely to purchase a given product.

Trends and fads

Social media is known for having short-lived trends relating to topics such as beauty, lifestyle, physical fitness, fashion, and many more. Additionally, many of these fads encourage consumptive behavior, promoting various material items and making name-brand products desirable to the public. Some of the more recent trends in 2023 consist of hygiene and wellness products such as snail mucin, sea moss, stylish tote bags, insulated water bottles, as well as a myriad of eco-friendly products for those what are trying to take a more sustainable route to consumption. Because these trends are so short-lived, they are often replaced by a newer trend, and forgotten about within a short period of time.

Data behind the spending

In general, positive correlations have been found between materialism, consumption, and social media engagement. One of the main reasons for this is due to the fact that the process of shopping, from the introduction of a product to the point of purchase, happens in minutes. Social media has made it increasingly easy for users to find new products on the market, and provide them with online options of payment and delivery. Additionally, because social media users usually follow the content of those who are similar to them, their opinions carry more weight for consumers, and make products more desirable. With the introduction of more influencers, comes more possible products to sell, reaching a larger audience and motivating viewers to purchase.

Expert critiques on observed relationship

There has been found to be a generally negative relationship shared between high levels of materialism, and overall life satisfaction. Since high levels of consumptive behavior are also associated with social media use, this suggests that social media platforms and the influencers who use them, likely contribute to the rise in consumerist lifestyles. One critique of this observed relationship is that influencers should recognize the impact they have, and consider the ethical authenticity of the products they're promoting. If the content they are putting out is untrue to their brand and untrue to their audience, it may be morally and ethically wrong to engage in these paid promotions. If influencers recognize this conflict of interest, and only endorse those that are true to their values, social media users may think about their purchase intentions more, resulting in less compulsive purchases. Another critique made by experts in the field has to do with the idea of verification, which is essentially a social media term that refers to a person's account being certified or authentic by the platform itself. This verification often carries a connotation of high status when obtained, and is sought after by many influencers who are trying to gain a larger following. Critics argue that because verified users are viewed as more authentic, those who follow them are much more likely to purchase any products they promote through their page.