Abstract
With the rapid expansion of social media, especially Instagram, and the growing popularity of this platform among users, we are witnessing the emergence of individuals known as bloggers, who, by sharing their daily lives on virtual platforms, have managed to attract a large number of followers and audiences. The main income of these individuals comes from advertising and promoting products and services, which plays a significant role in shaping and increasing consumerist behaviors and creating new needs among users. Since consumption is one of the key factors in shaping lifestyles and, more broadly, culture in any society, studying individuals’ consumer behavior is of particular importance. This research analyzes the impact of lifestyle bloggers on the consumer behavior of their followers and the consequences of this influence. The study is applied in nature and employs a qualitative approach. The data were collected through in-depth interviews with 10 individuals over the age of 18 who regularly follow the virtual pages of lifestyle bloggers. Their perspectives and experiences were analyzed using thematic analysis. The finding reveal that bloogers, by establishing an emotional and close connection with their followers, through showcasing personal and authentic aspects of their lives and promoting a predominantly consumerist lifestyle alongside targeted advertisements, contribute to the creation of artificial needs in individuals and the reinforcement of consumerist culture. Ultimately, followers, influenced by these messages, adjust their consumer behaviors to align with the content presented.
Presenters
Zahra KhademiStudent, Master's Degree, University of Tehran, Faculty of Social Sciences, Tehran, Iran
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Instagram, Blogger, Lifestyle, Advertising, Consumerism
