METAPHYSICAL MATERIALISM IN DIGITAL AGE: THE INTERSECTION OF SOCIAL MEDIA, ECONOMIC UNCERTAINTY, AND TALISMANIC EWOM CONSUMPTION AMONG THAI MILLENNIAL
DOI:
https://doi.org/10.61421/IJSSMER.2025.3207Keywords:
eWOM, Talismanic, Millenial, Traditional BeliefAbstract
This study examines sociocultural determinants of talismanic acquisition and metaphysical beliefs. Using qualitative methodological frameworks, this investigation synthesizes rich ethnographic data to explain the complex interrelationships between digital socialization, consumer behavior, and supernatural belief systems in contemporary Thai society. The research makes use of rigorous content analysis to show the profound impact that virtual communities and social media ecosystems have had on cultivating and disseminating paranormal beliefs which consequently also steered electronic word-of-mouth dynamics as well as consumption patterns for apotropaic artifacts. The findings highlight the relationship between economics and traditional belief systems as evident in a rise in talismanic consumption among Thai youth thereby providing an insight into how supernatural materialism persists but at the same time transforms under late-stage capitalism and digital modernity. Furthermore, this paper adds value to academic discourse about the meeting grounds of traditional belief patterns as well as modern customer culture with particular reference to emerging digital spheres.
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