The evolution of the digital world in all its aspects has meant that the different stages in the purchasing decision making process have been modified. From advertising on social networks to reviews on specialised blogs, the media influence how we perceive, choose and consume products and services. This interaction between media and consumption affects not only individual consumers, but also businesses and society as a whole.
One of the most striking aspects of the media’s influence on the consumer experience is its ability to shape consumer perceptions and attitudes. Advertising, for example, can create a positive or negative image of a product, influencing consumers’ purchasing decisions. The media can also affect perceptions of the quality of a product or service through reviews, customer testimonials and news coverage.
In addition to influencing perceptions, the media also play a crucial role in creating trends and lifestyles. Social media, fashion blogs and beauty YouTube channels, for example, have a significant impact on how people choose to dress, apply make-up or decorate their homes. These media act as a source of inspiration, guidance and information for consumers, influencing their consumption and style decisions. They are tools where consumers can voice their opinions on shopping and post-purchase experiences and disseminate them to millions of users, influencing potential consumers of the same brand.
Media are also important for companies, as they allow them to reach their target audience effectively. Advertising on television, radio, print and digital media gives companies the opportunity to promote their products and services to a wide audience. The first of these, the traditional media par excellence, plays a fundamental role, as it gives the impression that what is seen in it is reality, and therefore contributes powerfully to shaping public opinion. In the case of digital channels, they not only function as mere promoters but also position themselves as finalisers of the commercial transaction, as in the case of e-commerce apps.
But, conversely, the media’s influence on the consumer experience also poses ethical challenges and dilemmas. Misleading advertising, fake news and manipulation of public opinion are problems that can arise when the media prioritise economic profit over truthfulness and integrity. In addition, overexposure to certain advertising and cultural messages can lead to a homogenisation of preferences and lifestyles, limiting diversity and authenticity in society.
The media play a crucial role in the consumer experience, influencing consumers’ perceptions, decisions and behaviours. From trend-setting to product promotion, the media has a significant impact on how we perceive and relate to the world around us. However, it is important to recognise the ethical and social challenges associated with this influence, and to work towards a responsible and balanced use of media in the consumer sphere.
