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The aim is to explore how mimetic desire functions as a resource in platform capitalism and impacts consumer relationships.

Mimetic desire in platform capitalism: Algorithms, the consumer culture, and influence capitalism

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The aim is to explore how mimetic desire functions as a resource in platform capitalism and impacts consumer relationships.
Interpretive analysis of Facebook as a mimetic device.
Case study of the Labubu blind-box phenomenon.
Examination of influencers' role in retail finance.
Consumer culture is increasingly driven by mimetic relations rather than just products.
Recommendation algorithms mediate imitation while fueling symbolic conflict in the attention economy.
The concept of influence capitalism is introduced to explain the interplay between consumption, media, and retail finance.

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This essay analyzes mimetic desire in consumer culture, mediated by algorithms and influenced by social dynamics.

Andrea Pomella (2026) studied this question.

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