Abstract

Materialistic values and the use of social media among adolescents continue to increase with each passing generation. That being said, this issue have become a controversial topic addressed by marketers, scholars, and parents alike. Although a number of investigations address the influence of social media on materialism and consumer behavior respectively, studies concerning social media's influence on both variables are surprisingly insufficient. As such, this qualitative study aims to investigate the activities of the market under the context of social media which influence both materialism and consumer behavior as research conducted regarding this topic would contribute to the market's success, and would create awareness about the negative behaviors caused by excessive exposure to social media. A total of 10 junior high school students were chosen as our respondents via stratified random sampling. Data collected through one-on-one interviews indicate that visually appealing advertisements, advertisements that present a marked down of prices, and trending advertisements were seen as major influencers of both materialism and consumer behavior as they were effective in drawing the interest of students as well as imparting curiosity. Findings show that students tend to recommend advertisements that draws their interest among their peers while curiosity motivates them to familiarize themselves regarding the advertised product. Furthermore, social comparison brought upon by posts of peers and celebrities influences materialism and consumer behavior as it sparks the desire to fit in and the urge to imitate the products used by both peers and celebrities as means of fulfilling life satisfaction.