Consumer Psychology in the Age of Social Media Marketing

Consumer Psychology in the Age of Social Media Marketing

Abstract

The emergence of social media marketing has revolutionized the way consumers receive, perceive, and react to marketing communications. Unlike other forms of marketing, social media marketing is based on interactive, peer-centric, and algorithmically curated environments that have a significant impact on the psychology of consumers. This paper seeks to examine the psychological factors of consumers in the context of social media marketing. This paper is based on theories of consumer behavior, social psychology, and digital marketing, which attempt to examine the psychological factors of consumers in the context of social media marketing. Some of the factors discussed in the paper include consumers’ attention, emotion, social influence, identity, trust, and cognitive factors. This paper also examines the ethical implications of social media marketing based on the psychology of consumers.

Authors

Ms. Tanya Goswami

Institution

NIET Business School, Greater Noida

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