Social media impact on consumer behavior

Social media impact on consumer behavior is the influence of social platforms on consumers’ awareness, opinions, choices, purchases, and relationships with brands.

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Electronic word of mouth: Consumer opinions and recommendations about products or services shared through digital channels. Peer recommendations on social platforms can shape product beliefs and purchase choices.
Social media marketing: The use of social platforms to promote brands, products, or services and engage audiences. It is the broader practice through which many consumer effects are deliberately pursued.
Traditional advertising: Paid promotion delivered through established mass-media channels such as television, radio, print, and outdoor media. It contrasts with social promotion, where audiences can respond and circulate content.
Brand awareness: The extent to which consumers recognize or recall a brand. Repeated exposure and sharing can make brands more familiar to potential buyers.
Filter bubble: A condition in which personalized information environments limit exposure to diverse viewpoints or content. Personalized feeds may narrow the product information and opinions consumers encounter.
Influencer marketing: A marketing strategy that uses creators’ audiences and perceived influence to promote products or services. Creators can shape awareness and preferences through endorsements embedded in social content.
User-generated content: Content created and shared by users rather than produced by the organization being discussed. Customer posts can provide relatable product information and influence other consumers.
Word of mouth: Informal communication between people about products, services, or brands. Its offline form helps distinguish face-to-face recommendations from digitally visible discussion.
Electronic word-of-mouth valence: The positive or negative evaluative direction of online consumer opinions about a product or brand. Positive and negative online commentary can influence consumer judgments in different directions.
Algorithmic curation: The automated selection and ranking of content for users by computational systems. Feed ranking affects which brands and opinions become visible, complicating estimates of influence.