CONSUMERISM AND ADVERTISING ON SOCIAL NETWORKS

Abstract

The aim of this paper is to analyze the manifestation of consumerism in today’s society and its connection with advertising on social networks. This would enable consumers to be aware of its effects and companies to better connect with their audiences.

The structure and tasks of the paper are predetermined by its aim: to outline the two most frequently used definitions of consumerism and their application in social networks advertising. To do so, the methodology uses content analysis of studies to trace back the origins of the term and discuss how it has evolved throughout the years. The research question is which of the two perceptions of the term are applicable in advertising with regard to its evolution.

The analysis pays special attention to advertising appeals as a major motivator for purchase intentions. It distinguishes between rational and irrational (emotional) and gives examples from practice. The influencers’ role in the advertising communication is also studied. The paper has its limitations, as well. Only two social networks would be analyzed - Facebook and Instagram.