Consumer vulnerability and social media: a systematic literature review

Purpose This study aims to examine consumer vulnerability on social media by reviewing the existing literature. It highlights the advantages social media provides to vulnerable consumers while identifying various factors on social media that contribute to consumer vulnerability. Design/methodology/approach This study conducted a systematic literature review following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines. A thematic analysis was used to categorize the 41 selected articles. Findings The review study identified five significant themes in the literature. The study also highlights how conformity pressures and cultural disparities contribute to consumer vulnerability on social media. In addition, it emphasized some benefits that vulnerable consumers gain from social media, such as support mechanisms and literacy management. Originality/value To the best of the authors’ knowledge, this study is the first to review existing literature on consumer vulnerability in social media comprehensively. It further contributes to the field by defining consumer vulnerability in the context of social media.