EFFORTLESS SIGNALING: HOW INSTAGRAMMABILITY AND SOCIAL CURRENCY DRIVE BRAND EVANGELISM IN MATCHA CAFES

Abstract

This study explores the socio-psychological drivers of specialty matcha consumption among Bangkok’s first-jobbers, examining how Instagrammability and social currency foster brand evangelism. Grounded in Social Identity Theory, this qualitative multi-method research triangulates participant observations, in-depth interviews, and focus groups to investigate how this demographic uses cafe aesthetics to construct professional identities within digital networks. The findings reveal that matcha consumption serves as a dual-purpose mechanism, offering both psychological stress relief, recognized as a treat in culture, and strategic social performance. Crucially, the research identifies the "Paradox of Effortless Signaling," a phenomenon where young professionals meticulously curate high-status digital content while presenting it as casually unplanned to maintain social relatability. Despite having entry-level salaries, these consumers rationalized premium pricing as a highly justified investment in their cultural competence. Ultimately, brand evangelism emerges when a cafe’s aesthetic utility perfectly aligns with the consumer's aspirational self-narrative. These insights significantly advance the understanding of contemporary liquid consumption in the metamodern era, highlighting the fluid nature of digital status signaling. By demonstrating how aestheticized spaces are transformed into powerful forms of social capital, this study provides valuable implications for modern lifestyle marketing.