The Impact of Social Media on Consumer Behaviors: An Analysis of the Development and Role of Media in Different Periods

Faculty of Arts and Social Sciences, University of Sydney, Sydney, Australia

^* Corresponding author: mima0230@uni.sydney.edu.au

Abstract

The evolution of various media eras has received much attention all over the world, but the specific impact of individual organizations’ responses to market behavior remains insufficient. This paper analyzes the transition from the period of traditional media to the Internet media, as well as changes in market behavior at different stages, including consumer decision making, brand communication, and business model evolution. According to the analysis of this paper, the evolution of media forms significantly affects the dissemination efficiency of market information, consumer participation, and corporate marketing strategies, and the trend of socialization and individuation is becoming more and more obvious. Based on this, this paper puts forward the following suggestions: The government should protect the vulnerable groups, improve the digital media regulatory system, promote fair competition policies, strengthen data security and privacy protection, and promote the sustainable development of the digital economy. Companies should dynamically adjust marketing strategies, enhance user interaction, and leverage emerging media technologies to increase market influence. Consumers should improve their media literacy, rationally analyze information sources, avoid being misled by fragmented information, and maintain diversified perspectives in the personalized recommendation environment to make smarter consumption decisions.