A Review of the Impact of Social Media on Consumer Behavior

Huizhen Shen

doi:10.54254/2754-1169/2024.18416

Research Article

Open access

Published on 19 December 2024

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Shen,H. (2024). A Review of the Impact of Social Media on Consumer Behavior. Advances in Economics, Management and Political Sciences,131,41-46.

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A Review of the Impact of Social Media on Consumer Behavior

Huizhen Shen *^,1,

¹ Kang Chiao International School, Suzhou, Jiangsu, China, 215332

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/2024.18416

Abstract

With the development of Internet technology, social media has gradually become an important part of people's lives, and at the same time, it has also penetrated the consumers. Various brands will use social media such as Douyin to start live broadcasts, and shout slogans in the live broadcast room, or give discounts to push the atmosphere of the live broadcast room to a climax. This form adds another color to online shopping. This study proposes that merchants can use live broadcast marketing methods to change consumers' ideas and have a very large influence. In detail, live broadcasting can reduce customers' rationality and stimulate customers' senses of wanting to consume. When a customer encounters a group of people who are very fond of a product, even if he does not have this idea at first, the herd effect will gradually make him become a part of these people; the discounts in the live broadcast ro om and the atmosphere of the anchor can arouse customers' desire to buy.

Keywords

Social media, Herd effect, Live Marketing, Consumer Choice

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References

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Cite this article

Shen,H. (2024). A Review of the Impact of Social Media on Consumer Behavior. Advances in Economics, Management and Political Sciences,131,41-46.

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About volume

Volume title: Proceedings of the 8th International Conference on Economic Management and Green Development

Conference website: https://2024.icemgd.org/

ISBN：978-1-83558-801-7(Print) / 978-1-83558-802-4(Online)

Conference date: 26 September 2024

Editor：Lukáš Vartiak

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.131

ISSN：2754-1169(Print) / 2754-1177(Online)

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