How the Social Media Effect Consumer Behavior?

Yizhi Yang

doi:10.54254/2977-5701/9/2024071

Research Article

Open access

Published on 19 September 2024

Download pdf

Yang,Y. (2024). How the Social Media Effect Consumer Behavior?. Journal of Applied Economics and Policy Studies,9,34-43.

Export citation

How the Social Media Effect Consumer Behavior?

Yizhi Yang *^,1,

¹ Changjun High School International Division

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2977-5701/9/2024071

Abstract

Internet platforms has become the main marketing strategy. The purpose of this study is to study the impact of social media advertising on consumer behavior in order to understand the role of advertising in the digital age. As a new form of advertising, social media advertising has unique characteristics, including personalization, sociality and immediacy. Compared with traditional media advertising, social media advertising may have different impact mechanisms and effects. This change has triggered a profound reflection on the importance of the relationship between consumer behavior and advertising, because the interaction between the two directly affects the marketing effect. This study adopts the method of literature review, systematically sorts out relevant literature, sorts out the influencing factors of social media advertising on consumer behavior, and analyzes the main findings of previous studies. Through this method, the research questions will be answered comprehensively and deeply, and the influence mechanism of social media advertising on consumer behavior will be revealed. Through literature review, it is found that social media advertising has a significant impact on stimulating consumers' purchase intention and shaping brand awareness. These major findings will provide support for the expansion of marketing theory, guide enterprises to formulate advertising strategies more accurately, and improve the effectiveness of advertising on social media. This is of great significance for enterprises to obtain market competitive advantages in the digital era.

Keywords

social media advertisement, consumers’ behavior, slogan, algorithm, influencer

View pdf

References

[1]. Xinhua. The report shows nearly 5 billion social network users worldwide. Retrieved from http://www.news.cn/world/2023-07/23/c_1129764051.htm

[2]. Rui, F. (2022). Social Media Communication and Influence. National Office of Philosophy and Social Sciences. Available at: http://www.nopss.gov.cn/n1/2022/0511/c373410-32419137.html

[3]. Goodrich, K., Schiller, S. Z., & Galletta, D. F. (2015). Consumer reactions to intrusiveness of online-video advertisements. Journal of Advertising Research, 55(1), 37–50. https://doi.org/10.2501/jar-55-1-037-050

[4]. Ying, Z. (2013). Online Advertising and Below-the-Line's Integration Strategy. Baidu Library. Available at: https://wenku.baidu.com/view/769d14d95a1b6bd97f192279168884868662b819?fr=x ueshu_top&wkts=1700418570481 [Accessed 22 Nov. 2023]

[5]. Gupta, S., & Chopra, C. (2020). Impact of social media on consumer behaviour. Available at: https://www.researchgate.net/publication/342638389_Impact_Of_Social_Media_On_Consumer_Behaviour

[6]. Rodrigues, R. I., Lopes, P. E. M., & Varela, M. E. (2021). Factors affecting impulse buying behavior of consumers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697080

[7]. Abu-Alhaija, A. S., et al. (2018). Determinants of customer loyalty: A review and future directions. Australian Journal of Basic and Applied Sciences [Preprint]. https://doi.org/10.22587/ajbas.2018.12.7.17

[8]. Khurram, M. (2018). The role of brand recall, brand recognition, and price consciousness in understanding actual purchase. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3215875

[9]. Loureiro, S. M. C., & De Araújo, C. M. B. (2014). Luxury values and experience as drivers for consumers to recommend and pay more. Journal of Retailing and Consumer Services, 21(3), 394–400. https://doi.org/10.1016/j.jretconser.2013.11.007

[10]. KV, S., Namitha, K. P., & Kamath, G. B. (2021). Social media advertisements and their influence on consumer purchase intention. Cogent Business & Management [Preprint]. https://doi.org/10.1080/23311975.2021.2000697

[11]. Juan, Y.-C., et al. (2016). Field-aware factorization machines for CTR prediction. Proceedings of the 10th ACM Conference on Recommender Systems [Preprint]. https://doi.org/10.1145/2959100.2959134

[12]. Paulíková, A., Korshunov, A. I., & Babčanová, D. (2015). Impact of brand on consumer behavior. Procedia Economics and Finance, 34, 615–621. https://doi.org/10.1016/s2212-5671(15)01676-7

[13]. Davenport, T. H. (2021). How to design an AI marketing strategy. Harvard Business Review. Available at: https://hbr.org/2021/07/how-to-design-an-ai-marketing-strategy

[14]. Singh, C. (2023). Understanding social media algorithm [2023 Complete Guide]. Available at: https://www.socialpilot.co/blog/social-media-algorithm

[15]. Kaye, K. (2021). Here’s what’s behind the rise of custom algorithms for digital ad decisions. Digiday. Available at: https://digiday.com/media/heres-whats-behind-the-rise-of-custom-algorithms-for-digital-ad-decisio [Accessed September 20, 2023]

[16]. Kant, T. (2021). Identity, advertising, and algorithmic targeting: Or how (not) to target your “ideal user”. MIT Case Studies in Social and Ethical Responsibilities of Computing [Preprint]. https://doi.org/10.21428/2c646de5.929a7db6

[17]. Radu, V. (2023). Consumer behavior in marketing - Patterns, types, segmentation. Omniconvert Blog. Available at: https://www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-type

[18]. Wikipedia contributors. (n.d.). Consumer behaviour. Wikipedia, The Free Encyclopedia. Available at: https://en.m.wikipedia.org/wiki/Consumer_behaviour.segmentation/ [Accessed October 21, 2023]

[19]. Dass, M., et al. (2014). A study of the antecedents of slogan liking. Journal of Business Research, 67(12), 2504–2511. https://doi.org/10.1016/j.jbusres.2014.05.004

[20]. Jia-Lin, G., et al. (2022). An empirical study on consumers’ willingness to buy agricultural products online and its influencing factors. Journal of Cleaner Production, 336, 130403. https://doi.org/10.1016/j.jclepro.2022.130403

[21]. Luna, D., Carnevale, M., & Lerman, D. (2012). Does brand spelling influence memory? The case of auditorily presented brand names. Journal of Consumer Psychology, 23(1), 36–48. https://doi.org/10.1016/j.jcps.2012.02.003

[22]. Herman, H. (2022). How to attract viewers through advertisement slogans? A case on figurative in semantic study. Available at: https://www.scipublications.com/journal/index.php/ujssh/article/view/213

[23]. Kohli, C., Leuthesser, L., & Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Business Horizons, 50(5), 415–422. https://doi.org/10.1016/j.bushor.2007.05.002

[24]. Schouten, A., Janssen, L., & Verspaget, M. (2021). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. In Routledge eBooks (pp. 208–231). https://doi.org/10.4324/9781003155249-12

[25]. Dean, B. (2023). TikTok user statistics (2023). Available at: https://backlinko.com/tiktok-users

[26]. Janssen, L., Schouten, A., & Croes, E. (2021). Influencer advertising on Instagram: Product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101–127. https://doi.org/10.1080/02650487.2021.1994205

[27]. Ji, W. (2013). A survey of the techniques for estimating the click-through rate of advertisements. Available at: http://hdsfdxzkb.xml-journal.net/article/id/24855

[28]. Arshad, M., & Aslam, T. (2015). The impact of advertisement on consumer’s purchase intentions. Social Science Research Network [Preprint]. https://doi.org/10.2139/ssrn.2636927

Cite this article

Yang,Y. (2024). How the Social Media Effect Consumer Behavior?. Journal of Applied Economics and Policy Studies,9,34-43.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Journal：Journal of Applied Economics and Policy Studies

Volume number: Vol.9

ISSN：2977-5701(Print) / 2977-571X(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).