THE ROLE OF SOCIAL MEDIA TRENDS IN SHAPING CONSUMER BEHAVIOR AND INCREASING ONLINE SHOP SALES: A LITERATURE REVIEW
DOI:
https://doi.org/10.1234/ijebs.v1i2.100Keywords:
Consumer Behavior, Influencer Marketing, Online Sales, Social Commerce, Social Media TrendsAbstract
This systematic literature review investigates the influence of social media trends on consumer behavior and online shop sales by synthesizing findings from 23 empirical studies published between 2015 and 2025. Guided by the PRISMA framework and supported by bibliometric analysis through VOSviewer, the review identifies key drivers of consumer engagement, including influencer marketing, user-generated content, interactive media formats, and integrated social commerce features. The findings show that social media platforms have evolved into active marketplaces where consumers make real-time decisions influenced by peer recommendations, content authenticity, and algorithmic exposure. Additionally, analytics tools and platform algorithms enhance marketing effectiveness by optimizing visibility and content relevance. The study concludes that social media trends significantly affect purchase intention, trust, and digital interaction, especially in industries like cosmetics and fashion. The review also highlights the importance of cultural alignment, immediacy, and perceived credibility in digital commerce. This paper contributes to the theoretical understanding and practical application of social media marketing by offering an integrated conceptual framework. Future research should address ethical considerations, behavioral sustainability, and cross-cultural variations in social commerce adoption.
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