Empowering Women in Consumerism: Insights on Consumption Behavior and Motivations in the Age of Online Media

Abstract

This research paper explores the diverse backgrounds, motivations, and mindsets of female groups, while also delving into the distinctive characteristics and marketing strategies employed by luxury brands, and how online media responds to these dynamics. The purpose of this study is to provide valuable insights that empower women to approach consumerism with a rational perspective and gain a nuanced understanding of the influence wielded by online media. The research gathers a significant portion of the relevant literature, followed by a meticulous classification and summarization of similar literature and journals. The findings reveal that women born in the 1980s, possessing higher levels of education and middle-to-upper income, tend to assign significant value to the symbolic aspects of goods. Furthermore, societal attention, online media accolades, and personal vanity emerge as crucial contributing factors to the propensity for irrational consumption of luxury items among this demographic.