The master's thesis seeks to present a new form of online consumerism, ie. consumerism on social networks or consumerism that occurs due to their influence. The work analyzes a social group of young consumers, ie. consumers, who are considered to be representatives of Generations Y and Z, as social platforms have the greatest impact on their consumer culture. The thesis thus presents and explores a broader social context in which the representatives of Generations Y and Z live, as it outlines certain economic and social or cultural circumstances, such as employment status, involvement in education and the growing interdependence of young people with smartphones. It likewise analyzes the way consumer products are marketed on social networks, namely the promotion of these through multimedia content created by influencers, ie. intermediaries between consumers and producers of consumer products.
|
