<![CDATA[Currently, Generation Z is actively promoting the “self-reward” trend on social media. Self-reward is a form of self-recognition for achievements in the workplace or academic success. Examples of self-reward include vacations, dining out, watching movies, shopping, and more. Self-reward can serve as a reason for Generation Z to adopt a consumerist attitude when using social media. The purpose of this study is to investigate whether the phenomenon of self-reward can lead Generation Z to become consumerist on social media. The research method employed a qualitative approach using literature review. Self-reward can be seen as a reason for Generation Z to shop on social media, often without realizing they are engaging in excessive consumerism. Therefore, to prevent consumptive behavior, one must use social media wisely and prioritize needs over desires.]]>
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