Élmények a fiatal fogyasztók közösségi média posztjaiban

Abstract

THE AIMS OF THE PAPER Understanding and researching the function of consumption is considered to be one of the most important tasks in the field of Consumer behavior studies. Our aim is to understand the motivation behind the conspicuous consumption on social media platforms. It can be difficult to understand the motivation behind the consumption of 18-22-years-old consumers. METHODOLOGY It was decided that the best method for this investigation was to conduct photo collage interviews (mixed-method) based netnography (online observation method) beyond the 18-22-year-old Facebook and Instagram users. The length of this investigation was 3 months. MOST IMORTANT RESULT This 3-month-long investigation made perceivable the main feelings and senses behind the posted pictures. The investigation revealed that these young consumers mainly post pictures that made them happy or proud. These results further our knowledge of experience since our subjects want to consume goods and services that have the ability to provide fun. They like to do this either in alone or in community. At the same time, they want to feel unique and special. RECOMMENDATIONS As a practical proposal, we can confirm that this age group wants to choose services that are able to communicate and provide experience and joy. This motivation should be one part of the marketing communication strategy. Our results can be considered as insights for – mainly spare time activity – service providers, which work with the same age of consumers and are open to using these platforms for communication about the services.