Metaphysical materialism in digital age: the intersection of social media, economic uncertainty, and talismanic ewom consumption among Thai millennial

This empirical investigation examines the multifaceted sociocultural determinants that shape the acquisition and metaphysical beliefs surrounding talismanic objects among members of the millennial cohort. Employing qualitative methodological frameworks, this research synthesizes rich ethnographic data to elucidate the complex interplay between digital socialization, consumer behavior, and supernatural belief systems in contemporary Thai society. Through rigorous content analysis, the study reveals the profound impact of virtual communities and social media ecosystems in cultivating and disseminating paranormal beliefs, subsequently influencing electronic word-of-mouth dynamics and consumption patterns of apotropaic artifacts. The findings illuminate how economic intersects with traditional belief systems, manifesting in the increasing prevalence of talismanic consumption among Thai youth, thereby offering insights into the persistence and transformation of supernatural materialism within the context of late-stage capitalism and digital modernity. Furthermore, this research contributes to the scholarly discourse on the intersection of traditional belief systems and contemporary consumer culture, particularly within the context of emerging digital spheres of influence.