CONSUMERISM BEHIND CELEBRITY’S ENDORSEMENT IN ONLINE SHOPPING AS A RESULT OF HUMAN’S EXCESSIVE CONSUMPTION OF TECHNOLOGY

Margarita Febrica Nonga Putri

Abstract


This essay sets out to see the impact of technology consumption on celebrity’s endorsement in online shopping, which also leads to consumerism. The growing technology, which was firstly captured in the Postmodern era, unavoidably appears to be the object of consumption. When the consumption itself becomes excessive, technology can break the boundaries. It is very possible for technology to germinate in every sectors of life. One of the cases captured is online shopping. It is obvious that technology takes a big role to simplify the conventional sales plot which people have to meet face to face to have a transaction. Furthermore, in the case of online shopping, the growing technology also affects the competition among the sellers. In accordance with the tight competition, celebrity’s endorsement comes as one of the marketing communication strategies to retain the customers. This essay concludes that human’s technology consumption has brought a huge alteration, especially, in the field of business. It spurs the competition, which again, affects the consumerism. The sellers inevitably attempt to find ways to be the most stunning or at least to retain their revenues. Celebrity’s endorsement emerges as one of the sellers’ common weapon to raise customers’ buying desire.

Keywords


celebrity endorsement; consumerism; online shopping; postmodernism; technology consumption



DOI: http://dx.doi.org/10.17510/paradigma.v4i1.160

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References


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