The Shaping of Consumer Behavior by Social Media: An Interdisciplinary Study of Psychology and Management

Abstract

With the rapid development of social media, consumer behavior is undergoing unprecedented transformation. This study, from an interdisciplinary perspective combining psychology and management, explores how social media influences consumers' cognition, attitudes, and decision-making processes through psychological mechanisms such as cognitive bias, social identity, and emotional contagion. Simultaneously, it analyzes how businesses leverage social platforms for brand building, opinion leader marketing, and precision advertising to achieve user conversion and loyalty enhancement. Through literature review and case analysis, this paper aims to construct an explanatory framework that integrates psychological theories with marketing management strategies, offering both theoretical support and practical guidance for developing more insightful social media marketing approaches.