Happiness and Consumption in Social Media Times: an Analysis of Sharing Experience Posts

Objective: This work aims to understand reconsumption within the context of happiness provided by the positive social repercussion of experiences published on social networks. Method: A qualitative research was conducted through semi-structured interviews with 17 active Facebook users invited to talk while browsing their personal accounts. Thematic analysis was used as a way of assessing the data, which generated three thematic units, five themes, eight subthemes and forty codes. Results: The speeches showed that, in fact, praise and positive feedback in the photos increase happiness and are great motivational drivers for reconsumption, as well as revealing that this action is immersed in sociopsychological issues, such as the search for recognition and prestige. Thus, it is evident that the use of social networks is directly linked to interpersonal relationships, happiness and consumption. Contributions: The article aims to contribute theoretically and empirically with the knowledge produced about consumer behavior on social networks and consumer psychology, in addition to providing tacitly guidelines to brands that wish to better understand the public to develop their marketing, product and service management and/or advertising campaigns.