Rational Consumption, Digital Silence, And Deinfluencing: The Intersection Of Microeconomics And Netnography On Instagram

Authors : Cennet Arman Zengi, Ayşenur Ören

Pages : 446-474

Doi:10.55543/insan.1722997

View : 42 | Download : 64

Publication Date : 2025-07-30

Article Type : Research Paper

Abstract :A netnographic analysis of content shared on Instagram with the hashtag \\\"#deinfluencing\\\" highlights some signs of change in digital consumer trends. Themes such as anti-consumerism, financial awareness, sustainability, authenticity, and marketing transparency are observed to be shaping alternative discourses to traditional influencer-based consumption patterns. It is thought that individuals are increasingly inclined to make more rational and need-based decisions, taking into account their budget constraints. The interaction patterns of silent users (lurkers) point to the existence of invisible yet meaningful consumer behaviours. When evaluated in light of microeconomics and marketing theories, it is anticipated that such content may have indirect effects not only on individual consumer preferences but also on broader consumption strategies shaped in the digital environment. Especially in the context of fundamental microeconomic concepts such as marginal utility, opportunity cost, and budget constraints, it is understood that users are re-evaluating their purchasing decisions and shifting towards consuming less but more functional products. From a marketing perspective, de-influencing content is thought to both increase distrust in traditional advertising practices and contribute to the development of a new digital marketing language based on authentic and honest communication. In this regard, silent users who appear passive but consume content carefully can also be considered an important source of data for restructuring digital marketing strategies.
Keywords : deinfluencing, mikro iktisat, tüketici davranışı, netnografi, dijital pazarlama

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