The Construction and Representation of Digital Identities: The Impact of Social Media on Consumer Thinking

Wanqing Yin

2025

Abstract

As social platforms grow and the number of users increases, users are forming unique digital identities on the platforms, while at the same time new trends in brand marketing strategies are changing consumer thinking. The aim of this study is to analyse the impact of social media on the construction and representation of consumers' digital identities and examine how it changes consumer thinking and behaviour. In this study, data were collected through a questionnaire, using methods such as descriptive statistics and cross-tabulation to classify and analyse the behavioural patterns of social media users from different backgrounds. The results of the study show that young users under the age of 18 are highly active on various social media platforms. They mainly focus on user reviews and brand storytelling. Meanwhile, users aged 26 to 34 showed a stronger interest in visual content. Generally speaking, consumers shape and present their digital identities through social media. This process not only reflects the differences in the concerns of different age groups, but also plays an important role in driving consumer behaviour.

Paper Citation

in Harvard Style

Yin W. (2025). The Construction and Representation of Digital Identities: The Impact of Social Media on Consumer Thinking. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 494-500. DOI: 10.5220/0014137000004942

in Bibtex Style

@conference{apmm25,
author={Wanqing Yin},
title={The Construction and Representation of Digital Identities: The Impact of Social Media on Consumer Thinking},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={494-500},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014137000004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Construction and Representation of Digital Identities: The Impact of Social Media on Consumer Thinking
SN - 978-989-758-791-7
AU - Yin W.
PY - 2025
SP - 494
EP - 500
DO - 10.5220/0014137000004942
PB - SciTePress