Keeping up with the Joneses. All around the World.

Sammanfattning: RESEARCH QUESTION: How do virtualization and globalization processes in contemporary consumer society alter the working of the social multiplier? PURPOSE: The purpose of this study is to shed light upon the, nowadays, complex social comparison processes by looking at the working and the effects of the social multiplier in contemporary consumer society. RELEVANCE: We believe that the increased use of social network sites alter the working of the social multiplier –for better or worse. This opens up a partly unexplored, yet interesting research opportunity concerning the interplay between globalization, virtualization, social media, cultural capital and the neighbour as a social benchmark for identity and status. METHODOLOGY: We conducted our research based on a qualitative exploratory research design including four semi-structured focus groups each with 4 to 5 participants. To enhance our research we used participant observations and netnography. FINDINGS: It appears that the notion of ‘Keeping up with the Joneses ‘, also referred to as the social multiplier, has become keeping up with the world through social networking sites. We have found this change in social structure and the expansion of reference frames to lead to a consumer society characterized by many tensions. We have identified six tensions that we elaborate on in this report. The last chapter of this paper will highlight that the concept of the social multiplier has become more intense and more powerful due to the magnitude and the quality of social information causing anxiety in the contemporary consumer society. CONTRIBUTION: We contribute to the literature on contemporary social systems and the influences of globalization and virtualization by highlighting the effects of the social multiplier in terms of tensions. Additionally, this study focuses on consumption practices relating to consuming social network sites and relationships. The practical contribution of this study relates to the need for novel symbols and cultural reinvention for consumers to function as well as marketers.