You might already know the answer to the question. Think about how many times you have been tricked by those indirect marketing campaigns. Check your room, I bet you will find at least one useless product, a product you were pushed to buy only because a famous influencer used it in a video. Maybe you also remember that expensive overrated restaurant you would never have visited if you have not watched that food blogger raving about it.

The influence of social media is not only about buying unnecessary products or paying for overrated services; it extends to your saving and investment decisions. You often ask yourself these questions: Should I keep my money in a saving certificate? Should I buy gold or invest in the stock market? Is it the right time to buy a new house? Most probably you have watched videos and checked posts on some social media platforms to get a financial advice instead of asking an expert or a consultant.

Trends also have a significant influence on consumers behavior. If the trend is trying the fruit rollups, everyone will be trying to find them in stores and their prices will increase due to high demand. If the trend is to boycott some products, the sales will go downs for sure. The increasing power of social media among Gen Z raises concerns about the rationality of their future financial decisions, as well as the potential impact on the macroeconomy. What will be the average inflation rates? Will economic bubbles be harsher? 

In my opinion, Egypt needs serious behavioral economic studies on this topic. These studies should be conducted in collaboration with multimedia experts. The government should put the results of such studies into consideration for any future visions. The power of public perception can change the future of any nation.