A systematic literature review on social media marketing and consumer behaviour

Abstract

In this digital era, social media (SM) has radically transformed consumer behavior, serving as a platform where consumers discover products, compare prices, and evaluate merchandise through reviews and opinions. SM enables brands to connect with consumers in a personalized manner, creating a sense of interaction as though the brand is speaking directly to them. This systematic review explored the Social Media Marketing Activities (SMMA) employed by businesses to engage consumers, build trust, and drive purchase intentions. The study analyzed 41 scholarly articles published between 2019 and 2024, uncovering how SMMA strategies, such as influencer marketing, personalized content, and augmented reality, shape consumer-brand relationships. The findings highlighted that effective SMMA not only enhances brand loyalty but also significantly impacts consumer purchase intentions. Moreover, SMMA has become a vital tool for developing robust marketing strategies, bridging businesses and consumers through interactive and engaging approaches. It was concluded that the consumer-brand relationship positively and significantly influences purchasing decisions through SM. By addressing challenges such as privacy concerns and content saturation, brands can optimize their SMMA strategies to foster trust and ensure long-term engagement, making SM an indispensable part of modern marketing.