The Weibo of Desire: Accelerating Consumerism in the Social Media Era

Jingyi Duan, University of Rhode Island
This study explores the role of Weibo, the Chinese Twitter, in constructing consumers’ desires and promoting consumerism. Content analysis is applied to over 250 consumption related Weibo postings. Findings show that through idealizing and fantasizing, consumers construct and project their desires by social media which significantly boosts consumerism.
[ to cite ]:
Jingyi Duan (2014) ,"The Weibo of Desire: Accelerating Consumerism in the Social Media Era", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 783-783.