The Influence of Social Media Exposure on Consumer Behavior and Purchase Decisions of Consumer Products

Abstract

This paper examines the influence of social media exposure on consumer behavior and purchase decisions in the digital marketplace, with a special focus on the Filipino consumer segment. Using a systematic literature review framework, this study synthesizes findings from recent conceptual works to highlight how online reviews, influencer marketing, and user-generated content shape purchasing decisions. The study reveals that platforms such as Facebook, Instagram, TikTok, Twitter/X, and YouTube significantly affect consumer trust, brand loyalty, and purchase intent. Exposure to peer reviews and influencer endorsements fosters credibility, while targeted advertisements enhance familiarity and urgency among consumers. Demographic variations are evident, with younger audiences showing a higher sensitivity to influencer content and older consumers valuing detailed product reviews. Furthermore, the study identifies actionable strategies for businesses: leveraging authentic content, promoting peer recommendations, and employing data-driven, personalized advertisements to strengthen brand loyalty and drive purchase intent. By consolidating the latest evidence, this paper offers practical insights for marketers aiming to harness social media's power in crafting effective digital marketing strategies and optimizing brand engagement in evolving digital ecosystems.