THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOR AND MARKETING STRATEGY: LITERATURE REVIEW ANALYSIS

Authors

  • Krisna Ilyas Institut Kesehatan dan Bisnis St. Fatimah Mamuju
  • Farhana Hasmin Institut Kesehatan dan Bisnis St. Fatimah Mamuju
  • Trisnawataty Trisnawataty Institut Kesehatan dan Bisnis St. Fatimah Mamuju
  • Ari Sarwo Indah Safitri Institut Kesehatan dan Bisnis St. Fatimah Mamuju
  • Sri Rahayu Indah Azhari Institut Kesehatan dan Bisnis St. Fatimah Mamuju

DOI:

https://doi.org/10.61912/jeinsa.v4i1.186

Keywords:

Social Media, Consumer Behavior, Digital Marketing Strategy

Abstract

Social media has fundamentally transformed the landscape of consumer behavior and marketing strategies in the digital era. This research analyzes the influence of social media on consumer behavior transformation and marketing strategy evolution through comprehensive literature review methodology. Analysis reveals that consumer decision journey has evolved from traditional linear models into dynamic and multi-touchpoint processes, where consumers actively conduct in-depth research through user-generated content and social proof before making purchase decisions. Social media creates new paradigms in marketing communication that are interactive and community-based, with user-generated content and peer recommendations becoming dominant factors in shaping brand perception. From strategic perspectives, authentic content marketing, long-term influencer partnerships, and social commerce integration prove most effective in driving customer engagement and conversion. Personalization through advanced targeting and machine learning algorithms enables precision marketing that significantly increases ROI. However, challenges such as privacy concerns, algorithm changes, and competition intensity demand continuous strategic adaptations. Omnichannel integration and advanced analytics become essential for optimizing customer experience and measuring effectiveness of social media marketing investments in achieving business objectives.

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Published

2025-06-30

How to Cite

Ilyas, K. ., Hasmin, F. ., Trisnawataty, T., Indah Safitri, A. S. ., & Indah Azhari, S. R. . (2025). THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOR AND MARKETING STRATEGY: LITERATURE REVIEW ANALYSIS. Jurnal Ekonomi Ichsan Sidenreng Rappang, 4(1), 400–413. https://doi.org/10.61912/jeinsa.v4i1.186

Issue

Vol. 4 No. 1 (2025): Hal

Section

Articles

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