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The evolution of social media has impacted the lives of people in many different ways. From the way we gain information, to the way that we share photos, social media is responsible for helping streamline the way things are now done. The same can be said for consumerism. The type of consumerism we will focus on in this lesson, in its simplest definition, is the promotion of consumer's interests in purchasing goods and services. Let's take a closer look at how social media has impacted consumerism in the world today.
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Once upon a time, in a land far, far away, consumers seeking information on a product often had to speak to a store employee, or to someone that actually used the product. That significantly changed with the advent of the Information Age. The Information Age is the recent period of time which reflects a more prevalent use of technology (particularly computers) in everyday use. Social media sites such as Facebook and Twitter are full of free information that can be accessed at anytime by anyone.
For example, let's say that you are interested in purchasing a washing machine, but are unsure of which type best fits your needs. Social media will allow you to post questions about a particular product to those that may already have the brand that you are interested in. The answers, and direct testimonies given, are often considered more reliable than speaking to store employees, or by viewing a company website.
As a component of the internet, social media also impacts consumerism by allowing customers to access direct product information from store sites. Many people that are looking for product specifications (for example, car parts) are able to access these sites directly to get the information needed. Using social media to find out these details can eliminate the need to visit a brick-and-mortar location, thus eliminating time spent in a store as well as commuting.
Many, if not all of you, have heard the phrase 'a picture is worth a thousand words'. It means that being able to see something often provides much more clarity, as opposed to only hearing about it. This is another prime example of how social media has affected consumerism in today's market. In the past consumers were only able to see their desired products by visiting a store that carried it, or by briefly seeing the product during a television commercial.
Social media can provide pictures and images for consumers who want to see a product before purchasing. In many cases, such as with a vehicle or clothing purchase, viewing a product can make all the difference. Access to these images can be a deciding factor on whether or not to buy a product.
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As evidenced in the paragraphs above, social media has had a significant impact on how consumers go about making purchases. Social media continues its impact by giving consumers a much larger voice. In the past, if consumers were unhappy or misled in their purchases, their options to complain were fairly limited. One could write a letter to the executives of the organization, or, report it and possibly catch the attention of a local news outlet.
Social media has indeed changed this by empowering users to provide reviews and feedback. This enables the consumer to share comments or complaints with millions of other users within seconds. Organizations that choose to ignore the messages or complaints of their customers risk not only losing those customers, but also garnering a bad reputation.
Consumer retention, which can be defined as an organization's ability to keep the customers that they already have, is a major part of consumerism. Have you ever made an online purchase? If you have, did you ever try making a second online purchase from the same company or website? If so, you may have noticed that there were several suggestions highlighted that you may be interested in.
The fusion of social media and the internet has impacted consumerism in this regard; they have given sites the power to help retain current customers by not only detecting, but also by customizing their interests from previous purchases.
The advent of social media has greatly impacted consumerism in ways that were once thought unimaginable. As a part of the current Information Age, the power of social media has impacted consumerism by providing immediate access to things such as product specifications. Also, illustrations and pictures provided by social media provide users valuable, visual information in making their buying decisions.
Social media also gives consumers a way to voice their pleasure, or displeasure with products, by posting online reviews or using message boards. Finally, social media impacts consumerism through consumer retention, which is an organization's ability to keep the customers that they already have.
With consumerism being at the apex of the economy, it's not only important, but beneficial, to understand how social media affects the way that consumers do business and make purchases.
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Public Relations 101: Intro to Public Relations18 chapters | 138 lessons
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