Exploring the Dark Side of Social Media and Digital Consumer With a Dystopian Perspective

Abstract

Social media has emerged as a central focus of consumer research, with marketers recognizing its ongoing significance in their field. While previous research has primarily explored consumer behavior and its outcomes through the lens of social media opportunities, it is now apparent that social media carries inherent risks for individuals, companies, and society at large. This chapter delves into the darker aspects of social media, shedding light on its multifaceted nature within the marketing context. By adopting the honeycomb model, the author elucidates the contributions of various parties—individuals, social network owners, and collaborating companies—to the emergence of these dark phenomena. Through careful reflection, the author put forth a series of propositions throughout the article, highlighting avenues for future research and unveiling theoretical implications in this domain.