Don't Be Easily 'Poisoned': A Wise Approach to Product Reviews on Social Media

The development of digital technology has completely changed the way people shop. The ease of accessing various platforms allows information on the latest trends to spread very quickly. This has triggered consumerist behaviour that can disrupt financial stability.

Sharia economics expert and lecturer at Muhammadiyah University of Yogyakarta, Satria Utama, stated that the phenomenon of fear of missing out (FOMO) is the main trigger for people shopping without a mature plan. The flow of information on social media makes many people feel obliged to follow trends so as not to be considered left behind by their surroundings.

Furthermore, social media has also changed how people obtain information about a product. Various review content and product recommendations keep appearing, thus encouraging the desire to buy.

‘FOMO arises because the dissemination of information on social media takes place very quickly. This phenomenon is reinforced by e-commerce platforms that aggressively offer products. Even when we are not looking for an item, the platform still displays eye-catching recommendations,’ Satria said in a written statement.

According to Satria, this condition can trigger impulsive shopping behaviour, where a person buys goods without any prior careful planning. In such situations, a person prioritises emotional impulses over rational considerations regarding the benefits or necessity of the purchased goods.

Various digital marketing strategies such as large discounts, flash sales, limited promotions, and viral internet content further reinforce this behaviour. These strategies, Satria said, encourage a person to make a transaction even though the item is not a primary need.

‘Initially we had no intention of buying something. But the urge to shop immediately appears because we see an item is trending or on sale. Moreover, the payment process is now very easy via gadgets. The transaction is completed in minutes without having to go to the store,’ Satria remarked.