The role of digital and social media marketing in consumer behavior

This article reviews recently published research about consumers in digital and social media marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on consumer behavior, (iv) mobile environments, and (v) online word of mouth (WOM). Collectively these articles shed light from many different angles on how consumers experience, influence, and are influenced by the digital environments in which they are situated as part of their daily lives. Much is still to be understood, and existing knowledge tends to be disproportionately focused on WOM, which is only part of the digital consumer experience. Several directions for future research are advanced to encourage researchers to consider a broader range of phenomena.

• Publication year

  2016

• Venue

  Current opinion in psychology

• Publication date

  2016-08-01

• Fields of study

  Business, Psychology, Computer Science

• Identifiers
  DOI 10.1016/J.COPSYC.2015.10.016
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• Extended self and the digital world

  2016cited by this paper
• A Meta-Analysis of Electronic Word-of-Mouth Elasticity

  2015cited by this paper
• Attitude Predictability and Helpfulness in Online Reviews: The Role of Explained Actions and Reactions

  2015cited by this paper
• Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth

  2015cited by this paper
• Why Is the Crowd Divided? Attribution for Dispersion in Online Word of Mouth

  2015influential reference
• Neural Correlates of Susceptibility to Group Opinions in Online Word-of-Mouth Recommendations

  2015cited by this paper
• Consumers’ Response to Commercials: When the Energy Level in the Commercial Conflicts with the Media Context

  2015cited by this paper
• Group-Buying Deal Popularity

  2014cited by this paper
• We'll Be Honest, This Won't Be the Best Article You'll Ever Read: The Use of Dispreferred Markers in Word-of-Mouth Communication

  2014cited by this paper
• Reviews without a Purchase: Low Ratings, Loyal Customers, and Deception

  2014cited by this paper
• Word of mouth and interpersonal communication: A review and directions for future research

  2014cited by this paper
• Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions

  2014cited by this paper
• Tablets, touchscreens, and touchpads: : How varying touch interfaces trigger psychological ownership and endowment

  2014cited by this paper
• Is Neutral Really Neutral? The Effects of Neutral User-Generated Content on Product Sales

  2014cited by this paper
• Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity

  2014cited by this paper
• Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance among Users of Free Web Services

  2014cited by this paper
• Broadcasting and Narrowcasting: How Audience Size Affects What People Share

  2014influential reference
• Marketing in Computer-Mediated Environments: Research Synthesis and New Directions

  2014cited by this paper
• The Economic and Cognitive Costs of Annoying Display Advertisements

  2014cited by this paper
• Social Networks, Personalized Advertising, and Privacy Controls

  2013cited by this paper
• Same destination, different paths: When and how does observing others' choices and reasoning alter confidence in our own choices?

  2013cited by this paper
• The Megaphone Effect: Taste and Audience in Fashion Blogging

  2013cited by this paper
• Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth

  2013influential reference
• Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising

  2013cited by this paper
• Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control

  2013cited by this paper
• On Brands and Word of Mouth

  2013cited by this paper
• Word-of-mouth and the forecasting of consumption enjoyment

  2013influential reference
• Extended Self in a Digital World

  2013influential reference
• The Devil You (Don’t) Know: Interpersonal Ambiguity and Inference Making in Competitive Contexts

  2013influential reference
• The Effect of In-Store Travel Distance on Unplanned Spending: Applications to Mobile Promotion Strategies

  2013cited by this paper
• When Does Retargeting Work? Information Specificity in Online Advertising

  2013influential reference
• “Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption

  2013influential reference
• More than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates

  2013cited by this paper

• Social media marketing adoption and performance of micro-enterprise in an emerging market

  2026cites this paper
• Advertising on Social Media Influences Purchase Intent: The Role of Mediating Consumer Engagement and Brand Trust

  2026cites this paper
• Social media marketing, purchasing decisions, and consumer satisfaction in peruvian millennials

  2026influential citation
• Parallel mediation analysis of technology performance expectancy, technology paternalism and rumination on greater materialism

  2026cites this paper
• Domesticating Social Commerce: How Douyin Becomes Embedded in Everyday Consumer Practices in China

  2026cites this paper
• Dijital Teknoloji Tutumu ve Sosyal Medya Pazarlaması: Spor Yöneticisi Adayları Perspektifi

  2026cites this paper
• Religion and Social Media Use: Protective Factors for Youth Well-Being in the Digital Age?

  2026cites this paper
• Social Media Marketing Effect on Green Product Purchase Intention: The Mediating Role of the Bandwagon Effect

  2026cites this paper
• Reactions towards online advertisements for millennials: a fuzzy AHP approach

  2025cites this paper
• Studies About Influence Content TikTok On Purchasing Decisions Sudden Young generation

  2025cites this paper
• Satın Alma Davranışına İlişkin Yayınların Vosviewer ile Bibliyometrik Analizi

  2025cites this paper
• Digital content marketing in geotourism: bridging online engagement and destination choice

  2025cites this paper
• The Impact of Digital Marketing Public Relations Factors on Online Shopping Behavior

  2025cites this paper
• The Influence of Social Media Marketing on Purchase Decision Through Brand Trust as an Intervening Variable

  2025cites this paper
• Psychological ownership and anonymity in robotaxi use: pathways to long-term engagement in smart tourism

  2025cites this paper
• Digital Social Influence and Its Impact on the Attitude of Organic Product Consumers

  2025cites this paper
• CUSTOMER PERCEPTIONS OF SOCIAL MEDIA MARKETING AS A DRIVER OF BUYING BEHAVIOUR

  2025cites this paper
• Advancing Sustainability Through Social Media: A Comprehensive Survey

  2025cites this paper
• Digital content strategies in marketing activities of enterprises

  2025cites this paper
• Influencia de factores sociales y tecnológicos en la intención de uso continuo de billeteras digitales: un modelo de ecuaciones estructurales

  2025cites this paper
• From Clicks to Conversions: Mastering Data-Driven Marketing for Maximum ROI

  2025cites this paper
• Analyzing the influence of TikTok on sustainable choices: the moderating role of environmental consciousness.

  2025cites this paper
• The Impact of Digital Marketing via TikTok Shop on Generation Z’s Purchase Decisions

  2025cites this paper
• Social Media and Its Role in Developing Tourism Services in Hotel Organizations

  2025cites this paper
• How social media impact social entrepreneurial intentions: the serial mediation roles of risk propensity and entrepreneurial self-efficacy

  2025cites this paper
• Bibliometric Analysis Online Marketplace Analysis

  2025cites this paper
• The Influence of Social Media-like Cues on Visual Attention—An Eye-Tracking Study with Food Products

  2025cites this paper
• Consumer willingness to adopt digital coupons in post-demonetization and COVID-19 in India

  2025cites this paper
• Analysis of iPhone Promotion Strategies during Taobao's "Double Eleven": A Study on Digital Media Marketing and Consumer Behavior

  2025cites this paper
• Análisis de estrategias digitales de contenidos y su influencia en la imagen corporativa empresarial

  2025cites this paper
• Social commerce use intention: The mediating effect of trust and the moderating effect of generational cohorts

  2025cites this paper
• From Interaction to Loyalty: The Role of Digital Engagement in Automobile Consumers

  2025cites this paper
• Tüketici Davranışları Üzerine Dijital Dönüşümün Etkisi: Sistematik Bir Literatür Derlemesi

  2025cites this paper
• The Impact Of M-Banking On The Satisfaction Of Using Bank Syariah Indonesia With Financial Literacy As A Moderating Variable

  2025cites this paper
• Micro influencers, mega impact: How TikTok influencers shape sustainable travel choices

  2025cites this paper
• Impact of digital divide on household consumption: Role of mental health and happiness

  2025cites this paper
• Impact of digital marketing on the purchasing behavior of modern consumers in the field of tourism

  2025cites this paper
• The Impact of social media On Individual Purchase Intentions and Mental Health

  2025cites this paper
• Do Demographic Factors of Internet Users Influence Their Accessibility to Online Advertisements? A Perception Study

  2025cites this paper
• Digital Consumer Behavior in Poland and Its Environmental Impact Within the Framework of Sustainability

  2025cites this paper
• Decoding the Personalization-Privacy Paradox: From Thematic Scholarly Clusters to Practical Insights

  2025cites this paper
• X Kuşağı Tüketicilerinin Dijital Davranışları: Demografik Faktörlerin Dijital İyi Oluş, Dijital Tatmin, Güvenli Davranış ve Dijital Refah Üzerindeki Etkilerinin İncelenmesi

  2025cites this paper
• Presencia del humor en la publicidad del tráfico y la seguridad vial: prevalencia y efectividad percibida

  2025cites this paper
• The Influence of Social Media Marketing on Purchase Intention of Compass Shoes Products through Shopee in Bandung

  2025cites this paper
• E-WOM on Social Media Platform: An Investigation on Before and After Visiting Café, Study in Indonesia

  2025cites this paper
• Exploring the Behavioral Changes of Consumers under the Influence of Social Media

  2025cites this paper
• From ‘click’ to ‘convert’: The power of interactive content in digital marketing and its effect on Indian’ Gen Z’s purchase intention

  2025cites this paper
• THE POWER OF SOCIAL MEDIA MARKETING AS INFORMATION TECHNOLOGY FOR TOURISM INDUSTRY REVITALIZATION: STUDY ON INDONESIAN SMES AGROTOURISM

  2025cites this paper
• Dominant design selected by users: Dynamic interaction and convergence of users

  2025cites this paper
• Exploring the Impact of Digital Platform on Energy-Efficient Consumption Behavior: A Multi-Group Analysis of Air Conditioning Purchase in China Using the Extended TPB Model

  2025cites this paper
• Does the Digital Economy Promote Dietary Diversity Among Chinese Residents?

  2025cites this paper
• Enhancing Analytical Skills for Digital Marketing: A Practical Model in Education

  2025cites this paper
• Smartphone Addiction Versus Academic and Creative Performance: The Mediating Role of FOMO and Sustained Attention

  2025cites this paper
• Social media and consumer engagement: A bibliometric analysis and future research directions

  2025cites this paper
• Travel experiences documented in online reviews influence travelers’ travel intentions

  2025cites this paper
• Role of AI in Social Media Marketing – A Study on Enhancement of Customer E Experience

  2025cites this paper
• Causal analysis of social media on environmental and health concerns, attitudes, and social influence that leads to green purchase behavior

  2025cites this paper
• Enhancing luck in the digital age with Thai auspicious smartphone wallpapers

  2025cites this paper
• E-servicescape and customer equity based customer loyalty model for digital services

  2025cites this paper
• Opinion leaders vs collective dynamics in cultural consumption: Decision-making in the choice of music

  2025cites this paper
• Bias Diagnosis in Digital Economy Data: A Reverse Regression Approach

  2025cites this paper
• Influencing Consumer Decisions on Instagram: The Differential Impact of Posts and Stories across the EKB Model

  2024cites this paper
• Social media resources and entrepreneurial opportunity evaluation

  2024cites this paper
• The Impact of Chinese Social Media Douyin on Chinese College Students' Consumer Psychology

  2024cites this paper
• Alleviating cold start and sparsity problems in the micro, small, and medium enterprises marketplace using clustering and imputation techniques

  2024cites this paper
• Connecting people to conservation agencies through social media posts: an examination of the power of marketing that zoos maintain

  2024cites this paper
• Marketing Decision Model and Consumer Behavior Prediction With Deep Learning

  2024cites this paper
• Social Influencer or Celebrity Endorser, To Whom Do Multicultural Consumers Pay Attention in Instagram? Comparing Medium- and High-Involvement Products Across Ethnic Groups

  2024cites this paper
• Consumer and brand value formation, value creation and co-creation in social media brand communities

  2024cites this paper
• AI-driven technology and privacy: the value of social media responsibility

  2024cites this paper
• Digital Psychology: Introducing a Conceptual Impact Model and the Future of Work

  2024cites this paper
• Evaluating the Influence of Digital Marketing, Service Quality, and Product Excellence on Loyalty Through the Mediating Role of Customer Satisfaction

  2024cites this paper
• Evolution of Higher Education from Marketing 1.0 to Marketing 5.0

  2024cites this paper
• Consumer-based innovation, digitalization and sustainable agribusiness

  2024cites this paper
• Customer Satisfaction Towards Social Media with Special Reference to Uthangarai Taluk

  2024cites this paper
• Digital payment systems in an emerging economy

  2024cites this paper
• How does big data affect organizational financial performance in turbulent markets? The role of customer-linking and selling capabilities

  2024cites this paper
• Analyzing the Influencing Factors of College Students Online Shopping Preference

  2024cites this paper
• Digital social media marketing as a surmounting measure in Post-Covid-19 era

  2024cites this paper
• Disinformation, Fakes and Propaganda Identifying Methods in Online Messages Based on NLP and Machine Learning Methods

  2024cites this paper
• Exploring second screening behaviors of participants in Blantyre, Malawi: Motivations and gratification implications

  2024cites this paper
• Interactive Marketing: A Systematic Review and Research Agenda

  2024cites this paper
• Social Media Influence on Emerging Adults’ Prosocial Behavior: A Systematic Review

  2024cites this paper
• LLMs in e-commerce: A comparative analysis of GPT and LLaMA models in product review evaluation

  2024cites this paper
• Effectiveness of Social Marketing Campaign in Increasing Sales of Local Products in Lebosari

  2024cites this paper
• From Inception to Recognition: Crafting Digital Marketing Success for Startups

  2024cites this paper
• Role of Point-of-Purchase on Consumers’ Perception of Coca-Cola Beverage in Nigeria

  2024cites this paper
• CONSUMER BEHAVIOUR AND ITS IMPACT ON STARTUP BRAND LOYALTY:A SURVEY-BASED STUDY

  2024cites this paper
• The importance of competition theme in reducing taxonomic bias in the Threatened Species Bake Off

  2024cites this paper
• Ethical Aspects of Content Creation

  2024cites this paper
• The Impact of Sales Promotion Programs on the Loyalty of Saudi Telecom Company Customers STC

  2024influential citation
• The Impact of E-Marketing on the Preference to Purchase Hybrid Cars by Increasing Awareness: An Empirical Study of Hybrid Car Users in the Northern Border Region, Saudi Arabia

  2024cites this paper
• Exploring young consumers’ perceptions towards sustainable practices of fashion brands

  2024cites this paper
• Utilizing Q methodology to explore university students’ perceptions of the organic food industry: the integral role of social media

  2024cites this paper
• Customer Segmentation in Social Media Marketing: Analyzing Hidden Customer Heterogeneity through Finite Mixture Partial Least Squares (FIMIX-PLS) and Importance-Performance Map Analysis (IPMA)

  2024cites this paper
• Unravelling late adolescents’ addiction to social media: a unified theory perspective

  2024cites this paper
• Role of Electronic Word of Mouth in Generating a Prestigious Perception of the Brands

  2024cites this paper
• Dijital Pazarlama Kampanyaları için Risk Analizi: Bulanık HTEA Yaklaşımı

  2024cites this paper
• Influence of advertising communication on consumer culture in the context of new media

  2024cites this paper
• THE DIGITAL ERA IN INFLUENCE ON WOMEN'S CONSUMER BEHAVIOR IN THE BUSINESSWOMAN BOND COMMUNITY INDONESIA (IWAPI) NORTH SUMATRA

  2024cites this paper