Social media has become a significant force
in shaping consumer decision-making, influencing how individuals evaluate
products, engage with brands, and respond to them after purchase. The
discussion begins by examining the impact of influencer marketing, particularly
how aspirational content and materialistic attitudes can drive imitation and
lead to impulsive or unsatisfying purchases. It then analyses the rise oflivestream shopping, which offers real-time interaction
but may also prompt scepticism when persuasive tactics emerge. The essay
further explores growing trust in peer-generated reviews alongside the risks of
misinformation. Finally, it considers how social media shapes post-purchase
behaviour, including reassurance seeking and cognitive dissonance.
As social media has grown, influencers have
emerged as a significant source of information regarding current trends and
product evaluations (Dinh et al., 2023). According to Statista (2025), the
global influencer marketing market reached $24 billion in 2024 and is projected
to grow to $32.55 billion in 2025, highlighting its increasing impact on
customer decision-making and brand strategies. Exposure to influencers’ content
can subtly encourage followers to imitate their behaviour and develop
materialistic attitudes, which may lead to purchasing the products they promote
(Dinh et al., 2023). Ruvio et al. (2013) note that, in the context of consumer
behaviour, mimicking consumption patterns is generally carried out through a
conscious, intentional process rather than spontaneously. Individuals are aware
of their actions, and their motivation often stems from a desire to resemble
other consumers or emulate a role model whose behaviour they perceive as
aspirational (Ruvio et al.,2013).Materialism plays a
significant role in shaping consumer behaviour, especially in the context of
influencer marketing (Dinh et al., 2023).
From Inspiration to Impulse
Such influence is largely due to the fact that they perceive the
promoted products as tools to enhance their social image and strengthen their
emotional connection to the influencer’s personality (Mehmood et al., 2025),
which, in turn, can lead to impulsive buying and dissatisfaction if
expectations are not met.
While influencer marketing continues to shape consumer behaviour
through aspirational content and materialistic appeal, another emerging trend
is transforming how customers interact with brands in real time. Livestream
shopping is becoming a popular strategy among UK brands, combining
entertainment, direct interaction, and online retail into one engaging format
(Mintel, 2025). Inspired by its success in China, companies are testing
this approach to strengthen customer relationships and increase sales (Mintel,
2025). China has established itself as the leading global e-commerce market,
characterised by its vast consumer base and exceptionally fast-paced
development (Song et al., 2024). This may suggest that UK brands look to China
as an example when adopting livestream shopping strategies, given its proven
effectiveness in a highly competitive market. According to research on forms of
“shoppertainment” generating the most consumer interest in Europe, including
the UK, livestreaming on e-commerce platforms ranked highest at 59%, followed
closely by livestreaming on social media at 53% (Statista, 2025). Live-stream
shopping further humanises brands by showcasing the real people behind them,
something static logos cannot easily convey (Mintel, 2025).
One potential drawback of livestream shopping arises when
consumers recognise the persuasive techniques used by streamers (Song et al.,
2024). This awareness can lead to increased scepticism and caution, ultimately
decreasing the chances of them proceeding with a purchase (Song et al., 2024).
Trusting the Crowd: The Growing Power of Peer Reviews
While livestream shopping
focuses on interaction between brands and consumers, another significant trend
centres on connections among customers themselves.Businesses
are increasingly recognising the value of customer-to-customer interaction as a
way to strengthen customer engagement(Sury
et al., 2024). This shift is driven by growing trust in authentic opinions
shared on social media (Sury et al., 2024). According to Mintel (2024), around36%
of surveyed consumers trust evaluations on social media more than reviews on
retailer websites, largely due to inconsistencies across retail platforms.Threads (60%) and TikTok (59%) rank as the most trusted sources,
highlighting a clear move toward social media, particularly among younger
generations who increasingly rely on these platforms for purchase decisions
(Mintel, 2024).
The Dark Side of Social Proof: Misinformation and Bias
However, this reliance on peer-generated
content can also lead to misinformation or biased recommendations, as social
media lacks the same level of verification found on official retail platforms.
For instance, Borges do Nascimento et al. (2022) argue that social media
platforms frequently host health-related misinformation, especially regarding
vaccines and medical treatments.
Building on this reliance on peer-generated
content, it is important to consider how social media continues to shape
consumer behaviour even after the purchase has been made. Post-purchase
behaviour describes how consumers respond after buying a product, largely
influenced by the gap between their expectations and the product’s actual
performance (Armstrong et al.,2019). When expectations exceed reality,
dissatisfaction may occur, and consumers often share these experiences withpeers both face-to-face and online, potentially harming the brand (Armstrong
et al.,2019). On social media, this could appear as negative reviews, yet
satisfied customers might also post positive feedback, which not only
reinforces their own purchase decision but can also encourage others to make a
purchase. Furthermore, as Armstrong et al. (2019) explain, cognitive dissonance
refers to the discomfort caused by post-purchase conflict. Consumers
experiencing this discomfort may seek reassurance through social media, where
favourable reviews could help validate their decision. Interestingly, research
suggests that materialistic consumers, previously discussed in relation to
influencer marketing, are particularly prone to negative emotions afterspending, even on products designed to provide pleasure (Brown et al., 2016).
Consumer decision-making is
increasingly shaped by the pervasive influence of social media. As shown in
this essay, influencers help brands promote and sell products, benefiting
companies, but sometimes leading to overconsumption or dissatisfaction. When
consumers recognise persuasive tactics used by influencers or livestream hosts,
scepticism can grow and reduce purchase intentions. Peer-generated reviews
often seem more trustworthy than retailer platforms, yet the risk of misleading
information, including health-related misinformation, underscores the need for
caution. Social media also shapes post-purchase behaviour, as reassurance
seeking may ease concerns or intensify cognitive dissonance.Overall, social media’s powerful yet complex influence highlights
the need for critical evaluation in purchasing decisions and greater caution
from brands when using social media marketing.
Betty Novotna, University of Portsmouth
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