Social media marketing, overconsumption, and the female Gen Z consumer

Author

Margaret G. Leslie, University of Tennessee at ChattanoogaFollow

Project Director

Gillison, Stephanie

Department Examiner

Franklin, Alycia; Deepak, Pratibha

Department

Dept. of Marketing and Entrepreneurship

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

Social media has fundamentally changed the way consumers engage with products, trends, and purchasing decisions. The rise of digital marketing has amplified consumption patterns, particularly through influencer culture, microtrends, and the fear of missing out (FOMO). Over time, these factors have contributed to a cycle of overconsumption, where consumers are encouraged to make frequent, impulsive purchases with little consideration for sustainability or long-term value. This research examines the role of social media in driving overconsumption, with a specific focus on female Gen Z consumers. Through qualitative interviews, this study explores consumer motives, social validation, and the influence of marketing strategies that promote excessive purchasing. The findings highlight how social media platforms not only facilitate consumption but also shape consumer identity and perceived social value. While sustainable practices are often presented as a solution, they do not fully address the root causes of overconsumption. By acknowledging the psychological and social factors behind digital consumerism, this research contributes to a deeper understanding of how social media-driven consumption behaviors can be mitigated in an increasingly digital world.

IRB Number

24-147

Degree

B. A.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Arts.

Date

5-2025

Subject

Consumer behavior--United States; Generation Z--Psychology; Social media--Marketing; Women consumers--United States

Keyword

Overconsumption; Social Media; Marketing; Social Media Marketing; Female Gen Z; Gen Z Consumer; Interview

Discipline

Marketing

Document Type

Theses

Extent

i, 32 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by-nc-nd/4.0/

Date Available

5-3-2025

Recommended Citation

Leslie, Margaret G., "Social media marketing, overconsumption, and the female Gen Z consumer" (2025). Honors Theses.
https://scholar.utc.edu/honors-theses/600