Document Type


Publication Date

Spring 2024


Social media has drastically changed consumer behavior, revolutionizing the way businesses engage with their audiences. This paper explores the impact of social media marketing on consumer decision-making processes and the transformation brought about by digital marketing strategies on social media platforms. The literature review considers the significance of personalized advertising, the vulnerability of younger demographics to marketing tactics, and the emergence of influencer marketing as a powerful tool for brand promotion. Looking at insights in communication theory and marketing research, the paper underscores the vital role of engagement, community-building, and content personalization in successful social media marketing campaigns. Comparing the insights from academic literature with the practical analysis from a renowned social media guru, the paper offers an understanding of consumer behavior in the digital age.


Course: COM 486, Senior Paper Development (Dr. Julie Borkin)

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Communication Commons