New consumer values in social networks

The article presents the key issues of current goods and services consumption, the author emphasizes that increasing choice reduces active time of the consumers and only new and unusual idea can draw their attention. Referring to the works of famous marketing specialists the author gives grounds to formation of new consumers´ values and pays readers´ attention to the fact that ideas of abundant consumption or the consumption «to show everybody that you can have it» go out-of-date forever giving the way to new type of consumption which is based on involvement of the consumers into life of civil society. The role of virtual social networks in the process of formation and promotion of new ideas is illustrated in the article and the particularities of content formation are shown by the example of the most popularsocial networks.