Abstract: A social networking system electronically assimilates a database of social networking system (SNS) member profiles and associated brand websites on a server connected by a data communications network to a plurality of remote computers. The system utilizes a respective psychographic profile to establish a lifestyle center website on the social networking system server, and the lifestyle center website includes a first set of digital content data related to the psychographic profile. The lifestyle center website displays an anchor tenant website hosted on the SNS server and having a second set of digital content data related to the psychographic profile. The system further identifies social networking system member profiles that match the identified psychographic profile for the lifestyle center website. The system allows SNS members and brand owners to connect within the social networking system for a more efficient online shopping experience.