The Role of Social Networks in the Formation of the Consumer Movement in Ukrainian Society

Abstract

The article examines the role of social networks in the process of forming a model of consumer behavior, when buying goods or ordering works or services. First of all, we were interested in the availability and quality of information on consumer issues, which are covered on social networks. After all, the modern consumer requires not only and not so much educational information, but assistance in forming an algorithm of actions when it comes to defending his right to a qualified life. Social networks, unlike many traditional media, can now provide two-way communication viewer / listener – producer / seller. Also, modern social networks, thanks to accessibility, help to create local consumer movements. That means that they unite consumers who not only need information about qualified goods, works and services, but also are ready to actively defend their position in court. It is the social networks that offer consumers, in some extent, targeted information, pre-tracking the audience’s request. Social network users, as a rule, are not passive viewers, but are active participants in the process. Besides, they can communicate directly with manufacturers, lawyers, experts on product quality. The transformation of modern media brings to the forefront of new platforms to deliver information with the help of social networks, messengers, podcasts. They help to find necessary information faster, at a convenient time and to the extent that the viewer / listener / reader needs. Thus, social networks in the near future may become not only assistants to the traditional media, but their competitors in the struggle for the audience. However, in our opinion, the consumption of information exclusively from social networks carries certain risks. As it can be low-quality and subjective, it can contain unlabeled advertising and appeals to illegal actions. After all, it can manipulate the audience in favour of the same manufacturers. Therefore, Ukrainians must learn how to consume the information from social networks.