Impact of social media on consumer behavior 2020-2025
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consumer behavior, social media, digital marketing, social influence, purchase intention
In recent years, social media has become one of the main channels of interaction between consumers and brands, transforming purchasing decision processes and how product perceptions are formed. This review article aims to analyze and synthesize the scientific evidence published between 2020 and 2025 on the impact of social media on consumer behavior, identifying the main variables involved in purchase intention, digital trust, and brand loyalty. Through a systematic review of academic databases such, 18 studies were compiled that address dimensions such as influencer influence, digital trust, user experience, targeted advertising, and online engagement. The results show that social media significantly affects consumer purchase intention and loyalty by generating positive attitudes, social validation, and emotional interaction with brands. The study concludes that understanding these mechanisms is fundamental for designing effective marketing strategies in digital environments..
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Alalwan, A. A. (2022). Investigating the impact of social media advertising features on customer engagement. Computers in Human Behavior, 126, 106968. https://doi.org/10.1016/j.chb.2021.106968
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media marketing and consumer brand engagement: A systematic literature review. Journal of Business Research, 161, 113790. https://doi.org/10.1016/j.jbusres.2023.113790
Blumler, J. G., & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Sage.
Chavda, N., & Chauhan, K. (2024). Influencer marketing: Credibility, engagement and purchase intention. Asian Academy of Management Journal of Economics and Marketing, 12(2). https://economics.pubmedia.id/index.php/aaem/article/view/180
Dauhan, A., & Langi, A. (2023). Social media influencers’ effect on purchase intention through online engagement and attitude. Binus Business Review, 14(2). https://journal.binus.ac.id/index.php/BBR/article/view/10185
Fajarwati, R., Pratama, B., Fadli, A., & Astuti, T. (2024). Social media marketing, consumer experience and buying behavior. Jurnal Ilmiah Manajemen Universitas Muhammadiyah Malang, 12(1). https://riset.unisma.ac.id/index.php/jimmu/article/view/21532
Kumar, A., Bezawada, R., & Trivedi, M. (2021). Social media influence on consumer decision-making: An empirical analysis. Journal of Retailing and Consumer Services, 61, 102568. https://doi.org/10.1016/j.jretconser.2021.102568
Liu, Y., Singh, J. P., & Wang, X. (2022). Exploring how social media interactions shape purchase intentions: Evidence from emerging markets. Technological Forecasting & Social Change, 179, 121666. https://doi.org/10.1016/j.techfore.2022.121666
Matusin, E., Roosmalina, D., Nasution, A., & Irma, P. (2023). The mediating role of consumer engagement on social media marketing and e-WOM. International Journal of Social Science and Human Research, 6(2). https://ijsshr.in/v6i2/6.php
Özçiçek, A., & Dölekoğlu, C. Ö. (2023). Cross-national differences in social media’s impact on consumer behavior. Dokuz Eylül University Journal of Economics and Administrative Sciences, 38(2). https://dergipark.org.tr/tr/pub/doujournal/issue/78897/1105257
Rahman, M. M. (2023). Social media marketing and brand loyalty: A case study on Bangladeshi media industry. New Media and Mass Communication, 12(4). https://iiste.org/Journals/index.php/NMMC/article/view/61726
Setyarti, E., Pudjowati, J., & Iman, M. (2025). The effect of social media reviews on purchase intention. Journal of Economics, Entrepreneurship and Social Science, 5(1). https://journal.unm.ac.id/index.php/JE3S/article/view/8262
Shetty, A. (2024). A comparative study of digital marketing versus traditional marketing. Bohr International Journal of Applied Management Research, 7(3). https://journals.bohrpub.com/index.php/bijamr/article/view/673
Shrestha, R., Karki, S., Bhushan, B., Joshi, P., & Gurung, S. (2023). Impact of social media marketing on consumer buying behavior in Nepal. Nepalese Journal of Business and Economics, 6(2). https://www.nepjol.info/index.php/npjbe/article/view/58916
Statista. (2024). Global consumer purchase behavior on social media platforms. https://www.statista.com
Yuha Asa Rudianto, A., & Muthohar, A. (2025). Social media marketing activities and consumer satisfaction: The mediating role of social identification and perceived value. International Journal of Economics, Business and Accounting Management, 9(2). https://journal.seb.co.id/ijebam/article/view/121
Zhang, H., & Bhaumik, P. (2024). Digital communication and consumer persuasion in social media marketing. Asian Journal of Marketing and Technology, 3(1). https://ejournal.lincolnrpl.org/index.php/ajmt/article/view/190
In recent years, social media has become one of the main channels of interaction between consumers and brands, transforming purchasing decision processes and how product perceptions are formed. This review article aims to analyze and synthesize the scientific evidence published between 2020 and 2025 on the impact of social media on consumer behavior, identifying the main variables involved in purchase intention, digital trust, and brand loyalty. Through a systematic review of academic databases such, 18 studies were compiled that address dimensions such as influencer influence, digital trust, user experience, targeted advertising, and online engagement. The results show that social media significantly affects consumer purchase intention and loyalty by generating positive attitudes, social validation, and emotional interaction with brands. The study concludes that understanding these mechanisms is fundamental for designing effective marketing strategies in digital environments..
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Alalwan, A. A. (2022). Investigating the impact of social media advertising features on customer engagement. Computers in Human Behavior, 126, 106968. https://doi.org/10.1016/j.chb.2021.106968
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media marketing and consumer brand engagement: A systematic literature review. Journal of Business Research, 161, 113790. https://doi.org/10.1016/j.jbusres.2023.113790
Blumler, J. G., & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Sage.
Chavda, N., & Chauhan, K. (2024). Influencer marketing: Credibility, engagement and purchase intention. Asian Academy of Management Journal of Economics and Marketing, 12(2). https://economics.pubmedia.id/index.php/aaem/article/view/180
Dauhan, A., & Langi, A. (2023). Social media influencers’ effect on purchase intention through online engagement and attitude. Binus Business Review, 14(2). https://journal.binus.ac.id/index.php/BBR/article/view/10185
Fajarwati, R., Pratama, B., Fadli, A., & Astuti, T. (2024). Social media marketing, consumer experience and buying behavior. Jurnal Ilmiah Manajemen Universitas Muhammadiyah Malang, 12(1). https://riset.unisma.ac.id/index.php/jimmu/article/view/21532
Kumar, A., Bezawada, R., & Trivedi, M. (2021). Social media influence on consumer decision-making: An empirical analysis. Journal of Retailing and Consumer Services, 61, 102568. https://doi.org/10.1016/j.jretconser.2021.102568
Liu, Y., Singh, J. P., & Wang, X. (2022). Exploring how social media interactions shape purchase intentions: Evidence from emerging markets. Technological Forecasting & Social Change, 179, 121666. https://doi.org/10.1016/j.techfore.2022.121666
Matusin, E., Roosmalina, D., Nasution, A., & Irma, P. (2023). The mediating role of consumer engagement on social media marketing and e-WOM. International Journal of Social Science and Human Research, 6(2). https://ijsshr.in/v6i2/6.php
Özçiçek, A., & Dölekoğlu, C. Ö. (2023). Cross-national differences in social media’s impact on consumer behavior. Dokuz Eylül University Journal of Economics and Administrative Sciences, 38(2). https://dergipark.org.tr/tr/pub/doujournal/issue/78897/1105257
Rahman, M. M. (2023). Social media marketing and brand loyalty: A case study on Bangladeshi media industry. New Media and Mass Communication, 12(4). https://iiste.org/Journals/index.php/NMMC/article/view/61726
Setyarti, E., Pudjowati, J., & Iman, M. (2025). The effect of social media reviews on purchase intention. Journal of Economics, Entrepreneurship and Social Science, 5(1). https://journal.unm.ac.id/index.php/JE3S/article/view/8262
Shetty, A. (2024). A comparative study of digital marketing versus traditional marketing. Bohr International Journal of Applied Management Research, 7(3). https://journals.bohrpub.com/index.php/bijamr/article/view/673
Shrestha, R., Karki, S., Bhushan, B., Joshi, P., & Gurung, S. (2023). Impact of social media marketing on consumer buying behavior in Nepal. Nepalese Journal of Business and Economics, 6(2). https://www.nepjol.info/index.php/npjbe/article/view/58916
Statista. (2024). Global consumer purchase behavior on social media platforms. https://www.statista.com
Yuha Asa Rudianto, A., & Muthohar, A. (2025). Social media marketing activities and consumer satisfaction: The mediating role of social identification and perceived value. International Journal of Economics, Business and Accounting Management, 9(2). https://journal.seb.co.id/ijebam/article/view/121
Zhang, H., & Bhaumik, P. (2024). Digital communication and consumer persuasion in social media marketing. Asian Journal of Marketing and Technology, 3(1). https://ejournal.lincolnrpl.org/index.php/ajmt/article/view/190