Impact of social media on consumer behaviour
Author
Priyanka naik
MMS-FY-A-37
1. The Influence of Mass Media on Young Consumers’ Psychological and Behavioral Patterns
The study explores the impact of mass media on the psychological and behavioral tendencies of young consumers from a marketing perspective. It examines how different media forms—including social networks, video games, and smartphones—affect students’ cognitive functions, emotions, and social interactions. Conducted at the University of Oradea’s Faculty of Economic Sciences, the research involved a survey of 99 students to assess media influence. The findings indicate that students perceive a moderate influence of mass media on their behavior, with a preference for information over manipulation. Internet and social media are the dominant media channels, while television, radio, and print media have significantly lower influence. Most respondents spend over two hours daily online, mainly for information-seeking and leisure. Social media addiction is rated as low to moderate, with Instagram, Facebook, and TikTok being the most accessed platforms. The study concludes that while mass media significantly shapes young consumers’ engagement and behaviors, its influence varies by demographic and psychological factors, such as gender and temperament. The research provides valuable insights for marketers looking to understand and target young audiences effectively.
2. The Impact of Promotions on Consumer Behavior in the Digital Age
Promotions play a crucial role in influencing consumer behavior and purchasing decisions, leveraging strategies such as discounts, special offers, loyalty programs, and seasonal promotions. This study examines the psychological appeal of promotions, highlighting how urgency and perceived value drive impulse purchases and brand loyalty. With the rise of digital platforms, technology has significantly transformed promotional strategies. Social media, e-commerce, and artificial intelligence enable targeted marketing and real-time engagement, amplifying promotional effectiveness. The research also delves into the psychological impact of promotions, including the “fear of missing out” (FOMO) and decision-making urgency. Findings suggest that promotions not only boost short-term sales but also enhance customer retention when strategically aligned with brand values. The study concludes that businesses must balance engaging promotions with maintaining a trustworthy brand image to sustain long-term consumer relationships in an increasingly digital and competitive market.
3.The Influence of Media on Consumers’ Environmental Behavior
As environmental awareness grows, media platforms, especially social media and television, play a significant role in shaping consumer behavior towards sustainability. This study analyzes how marketing campaigns, advertisements, and digital content influence consumers to adopt eco-friendly habits. Companies strategically use aggressive online marketing to target different consumer groups, often making them feel valued while promoting green practices. The research highlights that while consumers are becoming more environmentally conscious, their behavior is often shaped by the way media presents sustainability messages.
4. Social Media and Consumer Behavior Among Young Chinese Consumers
This study examines the influence of social media on young Chinese consumers, focusing on their online behavior, purchasing patterns, and brand engagement. Unlike Western platforms, China has developed its own social networks, such as WeChat and Weibo, which play a crucial role in shaping consumer trends. The research highlights that peer pressure, social class aspirations, and viral marketing significantly influence young consumers in China. Brands leverage these platforms to promote exclusivity and prestige, impacting consumer perceptions and decision-making.
5. The Role of Social Media in Restaurant Selection and Consumption Experiences
Social media has transformed the way consumers choose restaurants, influencing their decision-making at every stage—from searching for options to sharing their dining experiences. This study explores how platforms like Instagram and Facebook affect consumer perceptions, with online reviews and influencer endorsements playing a key role. The findings suggest that positive social media interactions enhance customer satisfaction and brand loyalty, making digital engagement a critical factor for restaurant businesses.
6. The Influence of Facebook and Instagram on Fashion Consumer Behavior
This research explores how Facebook and Instagram shape consumer preferences in the fashion industry, particularly in Greece. It finds that social media has made fashion more accessible, influencing purchasing decisions through trends, brand promotions, and influencer marketing. Consumers use these platforms for fashion inspiration, often making purchasing decisions based on social media content rather than traditional advertising. The study suggests that fashion brands should strategically engage with consumers by leveraging visually appealing content and influencer partnerships.
7. Social Media Influencers and Brand Awareness in the Consumer Drone Industry
This study investigates the role of social media influencers in shaping consumer perceptions of drone brands. It finds that influencers significantly impact brand awareness and perceived quality, with consumers relying on influencer recommendations before making a purchase. While perceived quality has a strong effect on brand image, brand awareness alone does not always translate to consumer trust. The findings suggest that drone companies can leverage influencer marketing to establish credibility and expand their customer base.
8.The Role of Social Media Celebrities in Consumer Purchase Intentions
Online celebrities have become a major force in influencing consumer purchasing behavior, particularly in Malaysia. This study explores how trustworthiness, attractiveness, and informativeness determine the impact of social media influencers on consumer intentions. Using survey data, the research highlights that consumers are more likely to make purchases when influencers demonstrate reliability and product knowledge. The study emphasizes the importance of credibility in influencer marketing and its role in shaping consumer trust.
9. The Influence of eWOM (Electronic Word of Mouth) on Consumer Purchase Intentions
Electronic word-of-mouth (eWOM) has become a powerful tool in consumer decision-making, particularly through social media. This study examines how peer recommendations, online reviews, and user-generated content influence purchase behavior. Unlike traditional word-of-mouth, eWOM on social media spreads rapidly and has a stronger impact due to its reach and credibility. The research suggests that businesses should actively manage online reviews and encourage customer engagement to maximize the benefits of eWOM marketing.
10. The Rise of Virtual Influencers and Their Impact on Consumer Behavior
Virtual influencers, AI-generated digital personalities, are increasingly being used in marketing campaigns. This study investigates their effectiveness compared to human influencers, focusing on trust, credibility, and purchase intention. Findings suggest that virtual influencers are perceived as more consistent and controlled, making them appealing to brands. However, human influencers still hold stronger emotional connections with audiences. The research highlights the evolving role of AI in influencer marketing and its potential to reshape consumer engagement.
11.The Digital Influence on Consumer Behavior and Marketing
Consumer behavior is increasingly shaped by digital media, promotions, and social influences. Social networks, video games, and smartphones impact young consumers’ psychology, while platforms like Facebook, Instagram, and WeChat drive purchasing decisions and brand engagement.
Marketing has evolved with digitalization, leveraging promotions, influencer marketing, and electronic word-of-mouth (eWOM) to enhance consumer trust and loyalty. Sustainability campaigns also influence eco-friendly habits, though their success depends on message presentation.
Industries such as fashion, restaurants, and drones rely on social media and influencers to shape consumer preferences. The rise of AI-powered virtual influencers offers controlled branding but lacks the emotional connection of human influencers.
Overall, digital engagement, strategic promotions, and influencer marketing are reshaping consumer-brand interactions, making trust and authenticity crucial for long-term success.
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Dinu Vlad SASU & Adela Laura POPA & Naiana Nicoleta TARCA, 2023. “Aspects Regarding The Influence Of Mass Media On The Human Psychic System Of The Young Consumer From A Marketing Perspective,” Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 32(2), pages 265-274, December.
Dionisia Tzavara & Phaedra Clarke & Fotios Misopoulos, 2019. “An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece,” International Journal of Business and Economic Sciences Applied Research (IJBESAR), Democritus University of Thrace (DUTH), Kavala Campus, Greece, vol. 12(2), pages 81-87, December.
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Modreanu Andra & Toma Sorin-George & Gradinaru Catalin, 2023. “A Different Approach Towards Social Media: Chinese Young Consumers Behaviour Insights,” Annals – Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 227-233, December.
Stan Florin Alexandru & Panduru Andrei-Dorian, 2024. “The Impact Of Promotions On Consumer Behavior,” Annals – Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 296-300, December.
Wong Chee Hoo & Chong Shin Hau & Visal Moosa & Arasu Raman & Muhammad Kamran Khan, 2024. “Relationship of consumer behaviour in social media influences between perceived quality and brand awareness respectively towards brand image,” Humanities and Social Sciences Letters, Conscientia Beam, vol. 12(2), pages 149-161.
Wong Chee Hoo & Suriana Ramli & Ng Chee Pung & Mamoon Allan & Syed Far Abid Hossain, 2024. “The relationship of social media celebrities’ attributes and online consumer behaviour towards Malaysian purchase intention,” Humanities and Social Sciences Letters, Conscientia Beam, vol. 12(2), pages 204-217.
Impact of social media on consumer behaviour