“Flexing” Anything But Muscles: An Analysis Of Social Media Trends And Conspicuous Consumption

Fatimah Shaalan
Mentor: Liz Stanwyck, Mathematics and Statistics

In this era, there is an ever-growing importance for both consumers and brands to understand social media’s influence on conspicuous consumption. Conspicuous consumption often comes in the form of purchasing luxury goods to elevate social-class status or represent a social identity. Today’s internet-users are constantly being bombarded with advertisements. Internet trends pertaining to products and brands often serve as unintentional advertisements driven by consumers. Such advertisements are likely to increase conspicuous consumption. I discuss previous research to better understand how users perceive online advertisements and how brands approach online advertising. These formal online advertisements tend to occur from “social media influencers” or directly on websites. Then I discuss results of a regression analysis of the influence of popular culture on randomly selected companies from Twitter “trending topics”.

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