How the Social Media Effect Consumer Behavior?

Internet platforms has become the main marketing strategy. The purpose of this study is to study the impact of social media advertising on consumer behavior in order to understand the role of advertising in the digital age. As a new form of advertising, social media advertising has unique characteristics, including personalization, sociality and immediacy. Compared with traditional media advertising, social media advertising may have different impact mechanisms and effects. This change has triggered a profound reflection on the importance of the relationship between consumer behavior and advertising, because the interaction between the two directly affects the marketing effect. This study adopts the method of literature review, systematically sorts out relevant literature, sorts out the influencing factors of social media advertising on consumer behavior, and analyzes the main findings of previous studies. Through this method, the research questions will be answered comprehensively and deeply, and the influence mechanism of social media advertising on consumer behavior will be revealed. Through literature review, it is found that social media advertising has a significant impact on stimulating consumers' purchase intention and shaping brand awareness. These major findings will provide support for the expansion of marketing theory, guide enterprises to formulate advertising strategies more accurately, and improve the effectiveness of advertising on social media. This is of great significance for enterprises to obtain market competitive advantages in the digital era.