Influence In The Digital Era: Social Media Marketing And The New Consumer Mindset

Abstract

The rapid evolution of digital technologies has transformed how consumers think, interact, and make purchasing decisions, giving rise to a new consumer mindset shaped by constant connectivity and personalized content. Social media platforms have become dominant marketing arenas where brands build visibility, engagement, and emotional connections with their audiences. This study examines the influence of social media marketing on the emerging consumer mindset in the digital era through an extensive literature review of national and international research published in the last decade. The synthesis reveals that social media marketing significantly shapes consumer attitudes and behaviors through mechanisms such as interactive communication, user-generated content, influencer credibility, and personalized value offerings. These factors collectively enhance brand engagement, trust, and purchase intention. The study highlights the need for businesses to adopt dynamic, data-driven, and consumer-centric content strategies, while suggesting that future academic research incorporate empirical and cross-platform analyses to better understand evolving digital consumer psychology.