Eid Hampers as a Self-Actualization in Social Group

DOI

10.2991/assehr.k.220705.006How to use a DOI?

Keywords

consumer behavior; self-existence; social groups; social media

Abstract

The presence of new media affects how individuals interact. The principle of the internet where everyone can be a message maker and message recipient simultaneously also has an impact on individual consumption patterns. This journal will discuss consumer behavior in buying, consuming, organizing purchases, and sending hampers at the moment of Eid based on the influence of social groups. This research is interesting because there are pros and cons related to the trend of buying, consuming, sending, and uploading hampers on social media related to the perception of exchanging hampers with the aim of self-existence in social groups. This research will explore the decision-making of buying hampers and exchanging hampers as consumer behavior as a representation of self- existence in a social group. This research focuses only on the phenomenon of the trend of exchanging hampers at the moment of Eid al-Fitr. This research will use a constructivist paradigm, with a case study qualitative type of research. Interesting findings from the analysis of this study indicate that the culture of hampering is increasingly being carried out, supported by the occurrence of the Covid-19 pandemic, which limits individuals from meeting each other. Social groups play a significant role in the consumption of hampers based on the stigma of “having to repay” if they have received hampers from other people. The trend of hampers opens up opportunities for companies to gain new market share. Lastly, hampers are not only a form of self-existence but also a form of individual love expression, as seen by everyone trying to personalize their hamper for their colleague.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Dian Hutami Rahmawati
AU  - Farikha Rachmawati
AU  - Latif Ahmad Fauzan
PY  - 2022
DA  - 2022/07/13
TI  - Eid Hampers as a Self-Actualization in Social Group
BT  - Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
PB  - Atlantis Press
SP  - 64
EP  - 72
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220705.006
DO  - 10.2991/assehr.k.220705.006
ID  - Rahmawati2022
ER  -