Culture of Yazd

Culture of Yazd

Qualitative exploration of how consumption tastes change in the context of social networks among Yazdi youth

Document Type : Original Article

Authors
Neda Javaherchian 1
Alireza Afshani 2
1 yazd
2 Social Welfare Department, Social Sciences Faculty, Yazd University, Yazd, Iran
10.22034/fyazd.2023.309512.1062
Abstract
The present study has explored how new needs change in virtual social contexts. Using the qualitative approach and grounded method, micro influencers were selected and studied using theoretical and objective sampling. Sampling continued until the researchers concluded that new information would be the repetition of the former information. Data were collected through the study of sources and interviews with experts as well as technical notes. After refining the initial codes (combining overlap and exemplifier codes), the findings were presented in the form of a story line (including 21 main categories and one core category) and a paradigmatic model. Generally Micro-influenced stories from expressing oneself indicates that the increasing growth of communication has changed the way we interact in various ways. Lifestyle changes and increasing consumerism in people have created new needs. As a result, it can be said that with the change in the structure and living conditions and the new opportunities that social networks have created for individuals, fundamental changes and transformations have occurred in the needs of young people
Keywords
Needs
Consumption
consumption taste
Micro influencer
Instagram
Yazd
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