The impact of social media on consumer choice

The rapid digitalization of society has radically transformed the behavior of the modern consumer, as social networks are not only a communication tool, but also a full-fledged channel that influences the process of consumer decision-making. This necessitated the need for an interdisciplinary study of the dynamics of consumer decision-making in a digi­tal environment in which social platforms act as leading sources of information, shapers of consumer preferences, and channels of emotion­nal engagement. The aim of the research is to identify the mechanisms of influence of social networks on consumer decision-making in the digital environment in the context of changing their behavior and forming digital trust in inte­raction with brands. The research is based on the hypothesis that brands use social media to influence consumers at every stage of their digital journey in order to increase awareness and create a socially responsible image. The hypothesis was tested using the following research methods: systems analysis, interdis­ciplinary synthesis, content analysis of visual and text materials, and comparative analysis of business cases. An analysis of digital trust factors was conducted, including user-generated content (UGC), quantitative metrics (likes, shares, subscriptions), interactive reviews, and the role of influencers as digital thought leaders was identified. It examines how social media influences each phase of the consumerʼs digital journey: need identification, search for alterna­tives, evaluation, purchase decisions, and post-sales behavior. Particular attention is paid to the analysis of current trends in the use of social platforms by various demographic groups, in particular in Ukraine, which is experiencing transformational challenges caused by the war, market adaptation to new technologies, and the formation of a new culture of digital consum­ption. The results of surveys, statistical data from international analytical centers (GWI, DataReportal, Statista, Nielsen) are presented, and cases of brands that have successfully applied marketing strategies in the social media ecosystem are considered. The conclusions emphasize the need to build long-term relation­ships between the brand and the consumer through personalization mechanisms, emotional engagement, and the use of neuromarketing technologies. Practical recommendations are offered for the effective use of social networks as a tool for digital interaction and the formation of consumer loyalty