The Role of Social Media in Shaping Consumer Behavior in Online Retail: A Systematic Review
DOI:
https://doi.org/10.29070/ps8f8t40Keywords:
Social Media, Consumer Behavior, Online Retail, Influencer Marketing, Digital Marketing, E-Commerce, Purchase DecisionAbstract
This systematic review explores the critical role social media plays in shaping consumer behavior in the context of online retail. With the rapid digital transformation and the increasing reliance on e-commerce platforms, consumers are turning to social media for information, validation, and inspiration. Platforms like Instagram, Facebook, YouTube, and Twitter have emerged not only as marketing channels but also as primary sources of consumer decision-making. The review synthesizes data from various empirical studies, focusing on factors such as trust in user-generated content, the influence of social media influencers, demographic patterns, and psychological drivers like brand engagement and social proof. The findings reveal that social media significantly affects brand awareness, product discovery, impulse buying, and purchase decisions. Millennials and Gen Z are the most responsive consumer groups, driven by visuals, peer reviews, and instant accessibility. This paper concludes by highlighting emerging trends, practical implications for marketers, and gaps for future research in understanding digital consumer psychology.
References
Anand, B., Chakravarty, H., Athalye, M. S. G., Varalaxmi, P., & Mishra, A. K. (2023). Understanding consumer behaviour in the digital age: a study of online shopping habits. Shodha Prabha (UGC Care J.), 48(3), 84-93.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information systems research, 24(1), 88-107.
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of marketing Science, 41(5), 547-566.
Rzayeva, U., Grebennikova, V. M., Us, O. A., & Malkov, A. A. (2022, June). The role of social networks in shaping up the consumer behavior of young people. In X Euro-Asian Symposium on Economic Theory" Viability of Economic Theories: through Order and Chaos" (pp. 199-212). Cham: Springer International Publishing.
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, 10, 17-21.
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209-233.
Wang, K. (2023). The impact of social media on consumer behavior. marketing, 23.
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189.
Zafar, B., & Younis, M. (2020). Social Media Influence on Consumer Behavior Insights from Supermarket Shoppers in Lahore. Journal of Business and Economic Options, 3(2), 65-71.
This work is licensed under a 