The Impact of Life-Sharing Social Media on Users' Consumption Behavior in the New Media Environment

Abstract

In today's digital age, life-sharing social media has become an important part of an individual's daily life. These platforms, such as Instagram and Twitter, are not only places where people share their lives but also important influencers and disseminators of consumer culture. With the popularity of social media and the development of technology, consumers' purchasing behaviour and consumption awareness have also been affected in an unprecedented way. However, although it is known that these platforms play an important role in consumer behavior, the specific mechanisms of their influence and the actual impact on consumer behavior are still worthy of in-depth study. The purpose of this study is to explore the impact mechanism of life-sharing social platforms on consumer behaviour and their significance in digital marketing. Through the research method of comprehensive literature analysis, this paper analyzes the role of life-sharing social media platforms in consumer decision-making, brand cognition, and purchasing behaviour. The research finds that the development of social media platforms expands consumers' social networks and information access channels, which in turn affects their purchasing decisions and brand preferences. This finding has important academic and practical implications for optimizing social media marketing strategies and driving progress in the field of consumer behavior research.