Impact of Perceived Value and Social Media Usage on Purchase Intention and Brand Loyalty

This study examines the reciprocal action between influence of social media and perceived value in shaping current consumer behavior. As digital platforms increasingly dominate purchase decision-making processes, brands face challenges in differentiating themselves within homogenized markets. Through a systematic literature review and case analysis methodology, the focus is placed on representative cases such as "G Tea" brand collaborations and Starbucks' experiential marketing. The research reveals three main factors through which social media enhances perceived value: emotional engagement, social validation, and specific content. The findings demonstrate that while traditional functional attributes remain relevant, emotional and social dimensions now account for 35-50% of consumer value assessments in digital environments. The study contributes to marketing theory by mapping the cognitive-emotional pathways of digital influence and offers practical insights for brands seeking to optimize social media strategies. Specifically, it recommends prioritizing authentic storytelling over direct promotion, leveraging platform algorithms, and cultivating participatory brand communities. The limitations of this study include the predominance of first-tier city data and emerging market contexts, suggesting that directions for future cross-cultural research, which can be examined in a wider range. These conclusions based on evidence advance both academic understanding and professional practice in digital-era consumer psychology and marketing communications.