Exploring the Behavioral Changes of Consumers under the Influence of Social Media

Abstract

In today's digital age, social media plays a crucial role in the consumer environment, and its profound impact on consumer behavior cannot be ignored. It is not only the main window for consumers to obtain the latest product information and genuine user feedback, but also profoundly influences their product cognition, emotional tendencies, and ultimately their purchasing intentions. With the soaring popularity of social media, it has built an efficient interactive bridge between brands and consumers, effectively promoting the construction of brand image and the cultivation of consumer loyalty. However, this double-edged sword not only broadens the channels for obtaining information, but also carries risks such as stimulating impulse consumption. Therefore, although social media has shown tremendous energy in reconstructing the consumption pattern, consumers still need to maintain a rational attitude, carefully screen product information on social media, and ensure that their consumption decisions are based on sufficient information and careful consideration, avoiding blindly following trends and making truly wise consumption choices.