Social media platforms in the digital era have become the main tool for influencing consumer behaviour, integrating informational, emotional and social influences that transform the decision-making process through psychological mechanisms. The relevance of analysing these processes is growing in the context of a hyper-competitive environment and accelerated digitalisation. The aim of this study was to identify systemic patterns of interaction between social networks and psychological triggers that determine the dynamics of consumer choice, as well as to identify strategic marketing opportunities and potential risks arising from the fundamental digital transformation of business ecosystems. The work used an interdisciplinary methodological approach that synergistically combined content analysis of scientific sources, statistical data from leading international marketing agencies, methods of comparative analysis, systematisation and theoretical generalisation, which allowed for a comprehensive examination of the phenomenon of the influence of social networks on consumer behaviour. The results of the study showed that modern user behaviour is largely shaped by algorithmic content personalisation (increasing relevance by up to 70%) and cognitive biases (90% of consumer decisions are made under the influence of sensory and cognitive triggers). Over 70% of users have a positive perception of brands on social media. User content influences 80% of consumer decisions and increases conversion by 29%, while influencers strengthen trust in brands among 69% of consumers. However, a closed information environment reduces critical perception. Contradictory consequences have also been identified: an increase in impulsive purchases alongside an increase in reputational risks. Social networks function as a multifunctional ecosystem space where marketing practices, communication strategies and psychological influence at the subconscious level are synergistically combined. For business structures, this opens up strategic prospects for the implementation of personalised marketing strategies, but requires systematic risk management and a balanced approach between algorithmic efficiency and transparency in interactions with consumers. It has been proven that competitive advantages will be gained by brands that strategically integrate technological innovations with authenticity and social responsibility. The practical significance of the article lies in the possibility of using the research results to develop scientifically sound marketing strategies that take into account the psychological mechanisms of social media influence and predict behavioural trends in the digital consumer space
Morhulets et al. (Fri,) studied this question.