TITLE:
Consumer Hegemony on Social Media in the Digital Disruption Era
AUTHORS:
Fathima Razeena Abdul Razick, Udeshika de Silva, Minali Wadu Mesthri
KEYWORDS:
Consumer Hegemony, Digital Disruption, Social Media, Social Media Dominance
JOURNAL NAME:
Journal of Human Resource and Sustainability Studies,
Vol.11 No.3,
August
24,
2023
ABSTRACT: Today’s digital disruption is a transformation that embraces novel models and forms, which greatly impact numerous industries. Hegemony rises through digital transformation and networking with information. The marketing procedure has many inferences. One has been the endurance of inclusivity based on conversation. The conversation system is one of confinement for the consumer to rely on the hegemony of the dominant marketing procedure. Consumers have become marketing mediators for their atmosphere and are references to future consumer behaviour trends. The paper mainly aims at exploring literature on how consumer hegemony modulates through social media in a disruptive era. This systematic review focuses on factors contributing to consumer hegemony, its positive and negative implications, and how organisations rectify the effects of consumer hegemony. The inclusion of the bibliometric analysis in the field of consumer hegemony and social media disruption was performed based on a scientific search strategy. Hence limitations related to such studies are applicable. The findings of the paper emphasize factors contributing to consumer perceptions through social media disruption of cynicism, consciousness, and prior experience. The paper review through the literature that there has been a hegemony over consumers in this era of disruption, which is adept through the domination of marketers through social media. The marketing of many industries has encountered disruption through disruptive minds and disruption society on marketing agents which initiate sales, network, and use applications.