Research on the Impact of Social Media on Consumer Shopping Behavior:Based on Case Analysis of the Adolescent Population

Abstract

Starting from the underlying logic of the impact of social media on consumers, this article focuses on analyzing the shopping habits of young consumers and the influence and shaping of social media on their consumption behavior. It analyzes the positive and negative effects of social media and puts forward relevant opinions and suggestions. Compared to the adult consumer group, the adolescent consumer group has not yet formed a relatively fixed consumption value system, and their consumption behavior is more susceptible to various external factors. Adolescents are in a critical period of character development and self-value establishment, so they will pay attention to social trends and seek the unique value of their own existence during this stage. Social media, as a fast channel for transmitting information, is also the main communication platform for adolescents. It provides a huge amount of information, including product purchasing channels, consumer evaluations, etc. These pieces of information constantly influence adolescents’ thoughts and subtly shape their shopping behavior. This article advocates for the correct guidance and shaping of the values of young people, exercising and cultivating their independent thinking ability, to enable them to have healthy and good consumption behavior.