What question did this study set out to answer?

To synthesize recent literature examining how social media marketing and digital environments shape consumer behavior, while outlining critical gaps and future research avenues.

January 1, 2019E3S Web of ConferencesOpen Access

The role of social media marketing in consumer behaviour

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Authors

SZSayabek ZiyadinAl-Farabi Kazakh National University РДРайгүл ДосжанNational Research University Higher School of Economics ABAlex BorodinPlekhanov Russian University of Economics

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Implication

Narrative review reveals multifaceted digital influences on online consumers, highlighting an overreliance on word-of-mouth research and the need to explore broader digital experiences.

Key Points

To synthesize recent literature examining how social media marketing and digital environments shape consumer behavior, while outlining critical gaps and future research avenues.
Narrative review of recently published academic literature on consumer behavior in social media and online spaces.
Synthesized findings across five thematic areas: consumer digital culture, advertising responses, behavioral impact, mobile environments, and word-of-mouth communication.
Identified five core topics through which consumers interact with and are influenced by digital environments, spanning cultural habits, ad responses, and mobile contexts.
Observed that existing consumer research focuses disproportionately on online rumors and word-of-mouth dynamics, leaving other digital consumer experiences comparatively understudied.

Cite This Study

Ziyadin et al. (2019) studied this question.

synapsesocial.com/papers/6a104a2001be78fe8160adc5 https://doi.org/10.1051/e3sconf/201913504022

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Implication

Narrative review reveals multifaceted digital influences on online consumers, highlighting an overreliance on word-of-mouth research and the need to explore broader digital experiences.

The role of social media marketing in consumer behaviour

Discussion

Member takes

Implication

Key Points

Cite This Study

The role of social media marketing in consumer behaviour

Discussion

Member takes

Implication

Key Points

Cite This Study

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