Wants over Needs: The Power of Social Media on Purchase Decisions

Impulse Buying Caused By Social Media Addiction

Written by: Mykelle Rio Madeline D. Labaguis

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Today, anything can be bought with just a few clicks on a screen. The e-commerce industry has always been booming, but the public isolation and restrictions brought about by the COVID-19 pandemic has only fueled its growth (Interaksyon, 2021). As a result, there has been an increase in the amount of people experiencing oniomania, which the Collins Dictionary defines as “an uncontrollable desire to buy things.” This eagerness to spend is further exacerbated by social media and the accessibility of internet shopping. Thus, the real culprit of oniomania is computer addiction as it is the central source of a person’s impulsive buying habits.

Businesses, brands, and influencers have been utilizing social media as a means to promote and advertise their products and services (Matarese, 2022). Because social media is used as a way to kill time, simply browsing online, such as on Instagram, Facebook, or TikTok, makes it possible for people to come across something worth buying. These encounters could be through brand-sponsored advertisements or even through the posts of strangers and friends. Furthermore, the availability of online shopping through official brand websites or e-commerce platforms, namely Amazon, Shopee, and Lazada, is another element that influences oniomania. Once you see an item that you want to buy, you can easily purchase the item in just a few seconds with little to no difficulty. Online shopping is unquestionably the more practical and convenient choice as compared to visiting physical establishments, where it could take hours before you can make a purchase.

According to a 2022 journal article by Acerit et. al., keeping up with the latest trends is another aspect that makes people susceptible to oniomania. When addicted to social media, people have the propensity to want what others have. Matarese (2022) said that when they see items repeatedly on their social media feeds, it influences and validates their impulse to make an immediate purchase. Additionally, targeted advertising has made it more challenging for consumers to resist buying promoted items. This new system has been designed to populate the user's feed with content that aligns with their interests, increasing the likelihood that consumers would find goods they would be eager to spend money on. In a 2021 article, psychology professor James Philip Ray Pinggolio said that impulsive buying is a means for people to get recognition from their peers that they are up to date with the latest trends.

People who are addicted to social media are more likely to develop oniomania or the impulse to shop. Businesses, brands, and influencers widely use social media as a promotional platform and it has been successful and it has proven to be successful and effective in reaching their target audience of potential customers. The need to keep up with the latest trends have also influenced people to give in to their impulsive shopping habits in hopes of getting approval from their peers. When the social media addiction of constantly browsing online is controlled and reduced, oniomania will less likely be developed. Therefore, learn to manage your social media exposure if you want to rein in your impulsive shopping behavior.