THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR: MARKETING, PSYCHOLOGY, AND DIGITAL INTERACTION PERSPECTIVES

Carmel Karaniya Wigayha; Benediktus Rolando

Authors

Carmel Karaniya Wigayha University of Bunda Mulia Author
Benediktus Rolando Universitas Dinamika Bangsa Author

Keywords:

Social Media Marketing, Consumer Behavior, Purchase Intention, Digital Marketing, Influencer Marketing

Abstract

ABSTRACT
This systematic literature review explores the transformative impact of social media marketing on
consumer behavior in the digital age. Through a comprehensive analysis of 41 high-quality studies
from the Scopus database, we examine how social media platforms function as dynamic sociopsychological ecosystems that actively shape consumer perceptions, engagement patterns, and
purchasing decisions. The research reveals that social media marketing influences consumer
behavior through multiple mechanisms, including influencer marketing, user-generated content, realtime engagement, and interactive brand dialogues. Our findings highlight the importance of platformspecific strategies, with distinctive engagement patterns observed across platforms like Instagram,
Twitter, and TikTok. The study also identifies potential risks and challenges, including
misinformation, psychological impacts on vulnerable users, and the need for ethical marketing
practices. Through bibliometric analysis and thematic synthesis, this review provides valuable
insights for both academics and practitioners seeking to understand and navigate the evolving
landscape of digital consumer behavior. The findings contribute to theoretical understanding of social
media's influence on consumer psychology while offering practical guidance for businesses
developing marketing strategies in an increasingly digital marketplace.