The Influence of Social Media Marketing on Consumers' Behavior

Abstract

Social media, an essential part of social connection, is becoming an inevitable global communication tool. The popularity and availability of mobile phones have further fueled the importance of social media. Social media marketing activities carried out by enterprises helps to attract more comprehensive customers and influence customers' purchase behavior. However, with the increasing investment of significant brands in marketing activities on social media platforms, marketing on social media is becoming increasingly competitive in building consumers' awareness about a particular product, customers' purchase behavior, and purchase decisions. Marketing research has focused on using social media to motivate consumers' purchase intentions and maintain consumer loyalty. The previous studies have shed some light on the significant impacts of social media on consumers' behaviors. However, few focus on consumers' purchase intentions and decisions. Through a literature review, this paper studies how consumer behavior changes due to social media. This paper explores how social media can ultimately market consumer behavior by influencing consumer psychology, attitude, and internal motivation for consumption through a literature review. Hopefully, this paper also can provide some ideas for enterprises to better their strategy formulation, optimize marketing plans, and improve brand benefits and corporate earnings in the increasingly fierce social media marketing competition.