Negative Consumption Behavior in the Era of Social Media

The impact of social media on consumption is significant, as content continually prompts consumption through social media. Social media content creates continuous impulses for purchases filled with material and various experiences. Thus, it is easy to fall into negative consumption behavior and increased consumption through social media. Therefore, it is crucial to gain a better understanding about the factors behind negative consumption behavior and how social media affects negative consumption behavior. The aim of this study was to provide answers to the research question: How does social media affect negative consumption behavior? The sub-problems of the study were: What are the drivers behind negative consumption behavior? How does social comparison on social media affect consumer consumption behavior? How does social media reinforce the Diderot effect? This study examines the impact of social media on negative consumption behavior. Drawing on a comprehensive literature review, the research examines various drivers of negative consumption behavior, including self-concept, materialism, social comparison, and the need to belong, within the context of social media. The research method chosen for this study was semi-structured thematic interviews, and seventeen active social media users were interviewed for the study. The findings reveal that social media increases consumption, triggers negative consumer behavior, and activates the drivers behind negative consumer behavior. Additionally, the study provides new insights into the connection between the Diderot effect and social media, demonstrating how social media enhances and strengthens the Diderot effect, or the cycle of purchasing. The research also offers new perspectives on the effects of social comparison on purchase decisions, showing that comparison on social media platforms leads to pressures to conform and emulate others' lifestyles. This increases feelings of inadequacy and impulsive buying. Social comparison on social media thus enhances the culture of materialism and consumption. This master's thesis advances a deeper understanding of the complex interaction between social media and negative consumer behavior, offering valuable insights to marketers and policymakers seeking to address the challenges posed by excessive consumption in the digital age.