Leveraging Social Media Engagement Data for Predicting Consumer Buying Behaviour: A Systematic Literature Review

This study presents a systematic literature review to consolidate research on the link between consumers' social media engagement and buying behavior.The research from 2018-2024 focuses on key engagement metrics and their correlation with consumer purchase intention and buying behavior.Considering the increasing volume of available social media data, it has become increasingly essential for firms to understand how these interactions can shed light on consumer buying habits.In this paper, the research presents evidence that firms can harness information in consumers' social media interactions to derive valuable insights about their buying behavior.In the review, the paper proposes ways in which data resulting from social media engagement can be used to predict consumer-specific and less-specific buying behavior.The research also provides future research directions.