Exploring the Impact of Social Media on Consumer Behavior: Trends and Influences
DOI:
https://doi.org/10.36676/jams.v2.i1.37Keywords:
Social Media, Consumer Behaviour, Influencer Marketing, Brand Engagement, Consumer Decision-Making, Digital Marketing, Peer Reviews, Social Media Trends, Ethical Marketing, Consumer TrustAbstract
This study explores the trends and impacts of various forms of social media content—ranging from peer reviews to influencer marketing—on consumer decision-making processes across different demographic segments. A mixed-method research design was employed, combining quantitative surveys of 500 active social media users with qualitative insights from 20 semi-structured interviews. The results reveal that social media engagement is remarkably high, with over 80% of respondents using these platforms daily. Among content types, peer reviews and user-generated content emerged as the most influential factors in shaping consumer trust and purchase intentions, surpassing even traditional paid advertisements. The study also highlights that social media exerts its greatest influence during the awareness and consideration stages of the consumer journey, though it continues to play a significant role post-purchase. Younger consumers (ages 18–35) show the highest susceptibility to social media influences, underlining the need for age-specific targeting strategies. Furthermore, while social media facilitates product discovery and ease of decision-making, concerns around impulse buying and information overload were also noted. The findings contribute to both academic understanding and practical strategy, offering businesses insights into crafting more authentic, trust-driven, and demographic-sensitive social media engagements. The study underscores the need for ethical considerations in leveraging social media and provides actionable recommendations for optimizing consumer engagement in this dynamic digital landscape.
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