In modern society, Social Network Service (SNS) has become a necessity rather than an option, and a new type of job known as “influencer” has also emerged. As a result, “influencer marketing,” which was created together, has become companies’ most used marketing strategy. The “group purchase” we commonly know is a kind of “'influencer marketing.” Influencers go beyond simply introducing products, creating a link between consumers and corporate brands, leading the current trend. This group purchase has now become a new form of consumption culture, and it has become another purchasing window, especially for the Gen Z. What is the potential of group buying?
The most noticeable advantage of group purchases appears to be their low price. Most of the promotional phrases used by influencers who conduct group purchases are “lowest prices.” I also have experience in purchasing goods using group purchases because the price was much lower than the regular price. The prices of group purchases are lower than the list price is that they sell large quantities instead of lowering margins. Low prices stimulate consumers’ purchasing sentiment the most and make them perceive it as rational consumption, so they use SNS group purchases. Influencers are also trying to promote good products at lower prices to sell more items and meet the expectations of followers who trust and buy them. Because of this virtuous cycle, we can spend at a much lower price than the regular price through group purchases without looking for a place to sell the at lowest price.
It also plays a part in our imitation psychology, in which we want to imitate the lifestyle that influencers post on SNS. When following influencers on social media, we consider whether they are preferences or wannabe images. Since then, we have seen the products used by the influencers we follow in our daily lives, and we naturally believe in their perspective and buy the same to imitate the elements of wannabe.
Through this part, group purchase can be seen as not only purchasing products, but also purchasing influencers’ tastes and images, and the attractiveness of group purchase on SNS, which has many positive elements of imitation psychology, is further enhanced.
The psychology of imitation towards influencers works not only on products but also on their values. Therefore, we naturally participate if influencers do socially helpful things, such as donating the profits of group purchases. In this way, influencer literally has a positive social effect, and our imitative psychology of these effects also works positively, so we can see the advantages and attractiveness of group purchases.
On the other hand, the attractiveness of group purchases mentioned earlier requires a foundation for influencers’ pro-choice influence on society and their followers. In addition, consumers should be able to control excessive imitative psychology to be the same as influencers. With this proper role and transparent reliability of influencers and consumers, group purchases will further contribute to developing a new consumer culture and produce complementary positive results. How about feeling the attractiveness of group buying on SNS, a collective of diversity?