Document Type : Original Article
Author
Department of anthropology Tehran Iran
Abstract
The role of social networks in the consumerism of women and youth
Abstract
Consumption is not a new phenomenon, but in today's era, due to the high influence of social networks among people and the availability of all aspects of consumerism, this phenomenon has become a matter beyond meeting needs. Meanwhile, young people and women, due to their unique and diverse spirit, also as the main audience of social networks; they are the main and active consumers of the society. Since consumerism can have wide-ranging negative consequences, with the aim of understanding and explaining this phenomenon, the present study studied the types of consumerism caused by the influence of social networks among young people and women with the meta-analysis method. The results of the qualitative analysis of the texts of more than 15 domestic and foreign studies showed that more than 45 concepts are related to consumerism through social networks, which are 10 subcategories: aesthetic, materialism, fashionism, viral marketing, and business development. Online, media advertising, blogging, western acculturation, promotion of local culture, production of new culture and four main categories: theatrical consumption, commercial consumption, media consumption, cultural consumption.
Keywords: social networks, lifestyle, consumerism, youth, women
Keywords
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