Impression management motives and their influence on conspicuous consumption (based on LLC "Media Inventor" case)

Abstract

The work examines the topic of experience management, its motives, and how it affects conspicuous consumption. The paper summarizes the theoretical aspects of impression management and the theory of Erving Goffman, which is directly related to this. It analyzes “Media Inventor” from the point of view of financial and economic activity and also examines the company's relationship with impression anagement and how it manages consumers, in this case, the audience. Moreover, a study of international trends is being carried out and, accordingly, the compliance of the company with them. The negative impact of external factors (black swans), such as the coronavirus pandemic and full-scale aggression, is analyzed. These two factors had a very negative impact on the company's activities, including international ones. This was reflected in the deterioration of the company's financial performance. The work suggests improvements aimed at diversifying the company's activities, which will help avoid fatal consequences. The implementation of the improvements outlined in the work has already begun, and this is already yielding positive results. Despite the almost complete loss of the main market of the company's activities, financial indicators have a steady upward trend. And most importantly, the company continues to operate in the sphere of influence on consumers.