Impact of social media on consumer behavior 2020-2025
Keywords:
consumer behavior, social media, digital marketing, social influence, purchase intentionAbstract
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..
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