Social Marketing And Commodity Illusion

The in-depth development of the mobile Internet,the emergence of various e-commerce platforms,the increasing convenience of mobile payments,the absence of time and space restrictions in the shopping environment,and the significantly shorter consumption path compared to the previous ones have all contributed to the rise of Internet "Planting Grass" behavior in the context of social media.As a guide for people's consumption,these "Planting Grass" information on the one hand help them to screen and streamline among a large number of products,and moderate and reasonable consumption also maintains a happy and healthy mentality.On the other hand,the result of all kinds of "Planting Grass" is that people are deeply trapped in the "black hole" of consumer desire,"Planting Grass" addiction makes people enter a "vicious circle" of "Planting Grass" and "Plucking grass".At present,although there is not much research on "Planting Grass" on the Internet in academia,the research on consumerism can be traced back to the "commodity fetishism" proposed by Marx in the 19 th century.From the time point of view,consumerism and symbol consumption seem to be "old-fashioned" topics,but in terms of connotation,the Internet "Planting Grass",as a new marketing method different from advertising and soft text,is "new".Especially with its expansion to mobile social media platforms,it profoundly affects the value judgment and behavior of young people.The research on the logic and influence of Internet "Planting Grass" is of practical significance.This article uses consumerism as the perspective of observation.It mainly uses observation methods,interview methods and interdisciplinary research methods to try to accurately grasp the nature and characteristics of Internet "Planting Grass",and analyzes the inherent logic and influence of "Planting Grass" addiction under consumerism.In the opening chapter,we first define the concept of "Planting Grass" and related concepts on the Internet,and summarize related theories such as consumerism and power.By sorting out the evolution process of Internet "Planting Grass",the behavior is subdivided into four types according to the main body of communication,and the behavior characteristics of the Internet "Planting Grass" and the nature of social marketing are summarized.From the perspective of consumerism,explain the inner logic of "Planting Grass" addiction from three aspects of economy,culture and psychology.Then from the perspective of macro power manipulation and micro power operation,the cause of the "Planting Grass Psychology" is finally analyzed.Finally,through a holistic and rational review of the behavior of "Planting Grass",it is pointed out that the addiction of "Planting Grass" will bring harm to social trust and individual spirit.At the same time,it also provides its own positive significance for the "Planting Grass" behavior and its future development direction.