Consumer Behavior in the Age of Algorithmic Marketing: Insights from Interaction with Social Commerce Platforms
DOI:
https://doi.org/10.71222/0nmra608Keywords:
algorithmic marketing, consumer behavior, social commerce, personalization, privacy, social influenceAbstract
With the rapid advancement of data-driven technologies, algorithmic marketing has become a pivotal force reshaping consumer behavior in the digital age. This review explores how algorithmic systems embedded within social commerce platforms—such as TikTok, Instagram Shops, and Rednote—transform traditional consumer decision-making by delivering hyper-personalized content and facilitating social influence. Key mechanisms including recommendation engines, real-time content curation, and influencer endorsements are analyzed to understand their impact on consumer heuristics, emotional engagement, and social proof dynamics. The review also addresses the critical tension between personalization and privacy, highlighting consumer dilemmas in balancing relevance with data surveillance concerns. Emerging phenomena such as algorithm-driven micro-trends and the importance of ethical, transparent platform design are discussed. Finally, the paper identifies research gaps related to cultural variation, long-term psychological effects, and calls for interdisciplinary approaches integrating behavioral science and AI ethics. The findings underscore the necessity of human-centered, responsible algorithmic marketing to foster trust and autonomy in digital marketplaces.
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