Happiness and Consumption in Social Media Times: an Analysis of Sharing Experience Posts

Abstract

This work aims to investigate the influence, for reconsumption, of the happiness provided by the return (likes, comments and shares) in photos or videos of experiences published on social networks. Methodology: A qualitative research was conducted through semi-structured interviews with 17 active Facebook users invited to talk while browsing their personal accounts. Results: The speeches showed that, in fact, praise and positive feedback in the photos increase happiness and are great motivational drivers for reconsumption, as well as revealing that this action is immersed in sociopsychological issues, such as the search for recognition and prestige. Thus, it is evident that the use of social networks is directly linked to interpersonal relationships, happiness and consumption. Contributions: The article aims to contribute theoretically and empirically with the knowledge produced about consumer behavior on social networks and consumer psychology, in addition to providing tacitly guidelines to brands that wish to better understand the public to develop their marketing, product, service and/or advertising campaigns.