The Construction and Representation of Digital Identities: The

Impact of Social Media on Consumer Thinking

Wanqing Yin

City Culture and Communication College, Suzhou City University, 215104 Jiangsu, China

Keywords: Digital Identity Construction, Social Media Influence, Consumer Behavior Patterns, User-Generated Content.

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.

1 INTRODUCTION

In the modern digital field, social platforms are

growing rapidly and diversifying. Along with the

popularity of mobile internet which has increased the

number of users, social media has penetrated into

people's daily lives. As of December 2023, the number

of active users across the network has reached 1.438

billion, with a growth rate of between 2.4% and 3.4%

over the past year. Billions of people use various

social platforms for information exchange, social

interaction, and entertainment. These platforms have

not only become an important link for people to

connect with each other, and even it has become a

powerful hub for information dissemination.

These ‘preferences’ and ‘habits’ on social

platforms gradually shape users’ unique online

“digital identities”. Symbolic existence has become

the dominant paradigm in the age of smart media, and

mimetic spaces provide a place for anonymised

identity interaction. Digital Identity as a Critical

Infrastructure for Higher-Order Forms of Social Being

Catalysed by Digital Technology, has the objective

necessity of constructing and generating. Social media

users display their personalities, values and lifestyles

by posting content, engaging in interactions, etc. They

construct a digital image that is related to, but different

from, the real self.

In the China Brand Marketing Innovation and

Consumption Trend Insight Report 2024, it is

mentioned that brand marketing is shifting towards

segmented groups and precise targeting. The

traditional one-way communication marketing model

is gradually being replaced by interactive and

personalised marketing. Brands are increasingly

focusing on deeper engagement with consumers

through social media, to understand their needs,

preferences and consumption habits to develop more

precise marketing strategies.

Looking at the evolving situation of today's social

platforms and new trends in brand marketing, this

study aims to analyse the impact of social media on

the construction and performance of consumers'

digital identities. And exploring how this influence

changes consumer ideas and behaviour is important

for both theory and practice.

Users shape their unique virtual selves through

verbal actions and interactive exchanges on social

media platforms. Social tools have a profound impact

on users' perceptions, changing the way they view and

evaluate products and brands, and this change in

perception is directly related to purchasing behaviour,

resulting in new characteristics and patterns of

consumption. Focusing on this area, this paper

494

Yin, W.

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

DOI: 10.5220/0014137000004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 494-500

ISBN: 978-989-758-791-7

provides insights into how social media influences

consumers’ digital identity construction, cognitive

processes, and purchasing activities, whether different

types of platform content make a difference to users’

consumer mindsets, and what is the correlation

between the frequency and quality of online

interactions and shifts in consumer mindsets. On a

more granular level, delve into how the algorithmic

recommendation models of different social platforms

lead users to present specific areas of the self and how

the social norms of these platforms limit or facilitate

the development of digital identities. Also, to analyse

the mechanisms by which social media influences

consumer behaviour such as purchase decisions and

consumption tendencies.

This study utilises the questionnaire method, a

technique that has the advantage of being able to parse

user groups on social media platforms. The

questionnaire, which covered the frequency of social

media use, preferences and ways of presenting digital

identities, was disseminated through multiple

platforms such as Weibo and Xiaohongshu to ensure

a wide coverage of different groups of people. At the

same time, descriptive statistical analysis was used to

understand the basic behavioural characteristics of

consumers on social media, and cross-tabulation

statistics were used to explore the relationship

between different variables, such as the link between

different age levels and their consumption patterns, so

as to examine the impact of social media on

consumers in depth, which helped to carry out the

study successfully.

2 LITERATURE REVIEW

2.1 Research Related to Digital Identity

Construction

In the last two years, more research on digital identity

construction has focused on how individuals shape

and represent themselves in digital environments.

Zhao Shuangge and Xunsha explored the wandering

regulation of simulacra in the age of intellectual

media, and the value definition and meaning reshaping

of prosaic reality (Zhao & Xun, 2024). Their research

highlights the fluidity and malleability of personal

identity in the digital environment. Huang Jiakang, on

the other hand, explores the logic of digital identity

formation, the difficulties in constructing it and the

ways to solve the difficulties from the perspective of

youth, revealing that young people face the problems

of losing themselves and the proliferation of false

identities when constructing their identities in the

digital world (Huang, 2024). Zegang Liu's research

focuses on the formation of digital identities in the age

of artificial intelligence, emphasising the importance

of technological advances to the identity building

process (Liu, 2024). Yan Guohua and Han Shuo and

Xu Qiang, on the other hand, explored the identity

construction of youth groups in virtual existence from

the perspective of semiotics and identity theory (Yan

& Han, 2024; Xu, 2023). They see this development

as encompassing multiple dimensions of self-

expression and social recognition. However, they also

pointed out that some young people may overly pursue

online identity to the detriment of real-life issues.

Zhang Zheng and Liu Chenxu's study focuses on the

new identity practices of Generation Z youth in digital

image consumption, emphasising the construction of

digital self-consciousness (Zhang & Liu, 2023).

Masiero S and Bailur S examine the importance of

digital identity in social development, analysing its

role in promoting social inclusion, enhancing the

efficiency of public services and fostering economic

development. They provide an important perspective

for understanding the value of digital identity plurality

and contribute to emphasising the social benefits of

digital identity (Masiero & Bailur, 2021). Contributed

to this study in emphasising the social value of digital

identity. However, the study discusses less about the

specific implementation techniques and application

environments, and thus appears to be less

comprehensive.

These studies provide multi-layered insights into

digital identity formation in the context of a

combination of individual and societal factors,

contributing to the understanding of the phenomenon.

However, they often ignore individual differences

across cultural and social contexts, as well as the long-

term effects of technological advances on identity

construction. Some studies have dealt less with the

changes in digital identities as they are established; in

fact, digital identities are constantly evolving and

adapting to personal development and social contexts.

This paper will analyse the age perspective and

compare the different age groups in order to fill the

current research gap.

2.2 Research Related to Algorithmic

Intervention in Identity

Classification

Along with the development of the Internet and

computing tools, algorithms play an important role in

digital identity. Hong Jiewen and Chang Jingyi

constructed a digital identity for the youths of Station

B by studying their algorithmic identity construction

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

495

by analysing and mining the user behavioural data and

attaching specific labels to the users (Hong & Chang,

2023). This study reveals how platform algorithms

affect individual identity presentation and self-

identification. However, this study is less involved in

exploring the potential risks posed by algorithmic

categorisation and does not analyse in depth the issues

of bias and discrimination that may arise. Lun Li and

Yuying Sun fill this gap by pointing out that the design

and operation of algorithms are often influenced by

the developer's values, cognitive limitations, and data

bias (Li & Sun, 2023). This can lead to unfairly

categorised assessments of certain groups. This

research makes an important contribution to shedding

light on the problems of algorithmic discrimination,

but specific options for addressing these problems are

not explored in sufficient detail.

In addition, the opacity of the algorithms

exacerbates the risk of bias and discrimination. Users

are often unaware of how algorithms categorise and

evaluate them, and it is difficult to monitor and

intervene in the algorithms' decision-making process.

Xu Qiang points out that this trait may make users feel

that their digital identity is arbitrarily defined and

manipulated, leading to confusion and anxiety about

self-identity (Xu, 2023). When discussing

psychological impacts, Xu Qiang's research is

valuable, but improvements are still needed in terms

of specific regulatory measures and increased

transparency.

Frederico Schardon and Ricardo Custódio

conducted a systematic review, mapping and

categorisation study of Self-Sovereign Identity (SSI).

They comprehensively sorted out the relevant

literature on SSI and constructed a detailed

classification system of SSI, which provided an

important theoretical foundation and research

framework for understanding the concepts, technical

implementations, and challenges faced by SSI, and

made important contributions to the theoretical

construction of the SSI field (Schardong & Custódio,

2022). However, the study mainly focuses on the

technical level and theoretical discussion of SSI, and

involves less about the specific performance and

mechanism of SSI's influence on consumer thinking in

practical application scenarios, especially in the social

media environment, and the content study is not

comprehensive enough.

These studies emphasise the impact of algorithmic

interventions on users‘ digital identities, while hinting

at the problems of bias and injustice that can result

from algorithms’ lack of ethical journalistic

awareness. There is still a lack of research on how to

properly address these issues, especially in areas such

as enhancing algorithmic regulation and increasing

algorithmic transparency. In this paper, we will

conduct an in-depth discussion from the perspective of

parsing algorithm intervention to complement the

existing research deficiency and provide theoretical

basis and practical guidance for the fair and reasonable

construction of maintaining users' digital identities.

2.3 A Study of the Impact of Social

Media on Consumer Philosophy

The impact of social media on consumer thinking and

behaviors is multifaceted. Wang Yonggui et al.

provided a macro perspective of social media

marketing research by comprehensively analysing

Web of Science core databases and CNKI databases

(Wang et al., 2024). Chen Chong explored how social

interactions influence residents' consumption from the

perspective of demonstration and cognitive effects,

highlighting the role of social media content

dissemination in shaping consumption behaviors

(Chen, 2023). Lu Xinyuan and other scholars have

analysed how social comparisons in social media

affect users' purchasing behaviors from the social

consumption interpretation, and revealed its far-

reaching effect on the complexity of shopping

decisions (Lu et al., 2023).

Knoll J states that individuals are more favoured

when they possess positive evaluative traits (e.g., good

behaviors), display social or positive non-verbal

actions (e.g., assisting others), and are perceived by

consumers as being similar or meeting expectations

(Knoll et al., 2015). JIN Fei proposed, suggesting that

social media sharing cues play an important role in

consumer decision making, influencing consumer

judgement and choice (Jin, 2022). Such as adding

sharing buttons to the product interface, adding

themed hashtags on major social platforms, or just

using advertising slogans with sharing incentives. Joy

A and others discuss future trends in digital

transformation for luxury brands, including the use of

meta-universes, digital fashion and non-homogenised

tokens NFT. The study states that these emerging

technologies present new opportunities and challenges

for luxury brands, and that brands need to continue to

innovate to meet the needs of consumers in the digital

age (Joy et al.,2022). This exploration provides

forward-looking insights into marketing and digital

strategies, but consumer acceptance and consumption

habits of these emerging digital products and services

remain under-analyses.

These studies provide this paper with a key insight

into how social networks influence consumer

behaviors. In addition, there is still a dearth of research

APMM 2025 - International Conference on Applied Psychology and Marketing Management

496

on how social media shapes consumer perceptions.

Some studies ignore platform characteristics. For

example, Xiaohongshu focuses on recommendation

and sharing, while Weibo emphasises rapid

information dissemination and topic discussion. This

is an area that has been under-represented in existing

research, as different features may create different

feelings in consumers. From another perspective, the

impact of social media on consumer perceptions

ignores consumer group differences. Consumers of

different generations, genders and economic status

differ in their behavioural performance and

purchasing philosophies on social platforms.

However, most studies have failed to explore these

differences in depth and their conclusions have limited

applicability.

3 METHOD

This study used a questionnaire survey method,

distributed questionnaires through microblogging,

the Rednote and WeChat platforms, and collected

data on the questionnaire star platform, with a total of

106 valid questionnaires recovered. The

questionnaire was designed to cover respondents'

basic information (e.g., gender, age, education level,

etc.), social media usage habits (e.g., frequency of

use, purpose, content posting, etc.), and the impact of

social media on consumption decisions. By analysing

these data, this study aims to reveal the impact of

social media on consumers' digital identity

construction and consumer thinking through

descriptive statistical analysis and cross-statistical

analysis.

As shown in figure 1, heavy social media user groups

were identified through cross-tabulation analysis

based on the frequency of social media use and

content posting habits of the respondents. Meanwhile,

an in-depth analysis was conducted for the user

groups under 18 and 26-34 years old to reveal the

consumer thinking and behavioral patterns of their

groups, and to explore whether they are

representative and significant.

Figure 1. Social media posting frequency and age hierarchy. (Picture credit : Original)

4 RESULTS

For the young user group under the age of 18, as

shown in Table 1. through cross-tabulation analysis,

their behavioural patterns on social media are clearly

characterised by heavy use. A high percentage of users

in this group post content multiple times a day or at

least once a day, showing how active they are on social

media. When it comes to content publishing, this age

group places a high value on user reviews/ratings, with

the highest average score of 0.565. In addition, the

influence of KOL/Netflix recommendations on this

group cannot be ignored, with an average score of

0.522. These findings suggest that targeting young

users under the age of 18 on social media platforms,

trend adjustments may influence consumer purchasing

preferences to a certain extent, especially for fashion

and trend-sensitive consumers. Adolescent self-

presentation practices may be less guided by social

feedback, as most adolescents do not care about the

number of followers or likes, and they are increasingly

inclined to be guided by creative tendencies towards

authenticity (Hernández-Serrano et al., 2022). Brands

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

497

Table 1. Factors that attract attention to brands and products. (Under 18 years old).

Name

The

mean ±

standard

deviation

Varianc

e

Sum

25th

percenti

Media

n

75th

percentil

e

Standa

error

Mean

95%

CI(LL

)

Mean

95%

CI(UL

)

IQR



Kurtosi

s

Skewnes

s

Coefficie

nt (CV)

User

reviews/rating

0.565±0.5

0.257

13.00

0.000 1.000 1.000 0.106 0.358 0.772

1.00

-2.113 -0.282 89.677%

KOL/influenc

recommendat

ion

0.522±0.5

0.261

12.00

0.000 1.000 1.000 0.106 0.313 0.730

1.00

-2.190 -0.093 97.895%

Offer/Discoun

t Information

0.261±0.4

0.202 6.000 0.000 0.000 1.000 0.094 0.077 0.444

1.00

-0.709 1.167

172.108

Engaging

visual content

(images,

videos)

0.261±0.4

0.202 6.000 0.000 0.000 1.000 0.094 0.077 0.444

1.00

-0.709 1.167

172.108

Brand

Story/Values

0.391±0.4

0.249 9.000 0.000 0.000 1.000 0.104 0.187 0.595

1.00

-1.951 0.477

127.525

should consider actively displaying user reviews and

ratings on social media, as well as telling engaging and

innovative brand stories, and actively communicating

and collaborating with KOLs in order to strengthen

their connection with young users.

For the 26-34 years old user group, as shown in

Table 2, this study further reveals the unique

behavioural patterns of this group on social media.

Also for ‘Factors that attract attention to a brand or

product’, this age group ranked first for ‘User

reviews/ratings’ and ‘KOL/Netflix

recommendations’, ‘Attractive visual content

(images, videos)’, the three options tied for first place,

also at 0.618, as important factors influencing their

attention to a brand or product. As shown in Table 3,

for further research, in terms of ‘factors influencing

consumer decision-making’, the same group is more

favourable to recommendations from family and

friends, with an average score of 0.735, and is less

concerned about the social responsibility or value of

the brand, and is less attracted to information about

discounts than other factors. This suggests that for the

26-34 years old user group in the actual consumer

decision-making, more reliance on positive reviews,

price, product quality and other real factors, more

inclined to use it for professional development or

information acquisition, thus investing differently in

image management, and not blindly pursuing fashion

trends. Brands are able to continue to capture their

attention through visual content and KOL

partnerships, while enhancing community outreach to

achieve the goal of influencing the consumer mindset

of this group.

Table 2. Factors that attract attention to brands and products. (26-34 years old).

Name

The

mean ±

standard

deviation

Varianc

e

Sum

25th

percenti

Media

n

75th

percentil

e

Standa

error

Mean

95%

CI(LL

)

Mean

95%

CI(UL

)

IQR



Kurtosi

s

Skewnes

s

Coefficie

nt (CV)

User

reviews/rating

0.618±0.4

0.243

21.00

0.000 1.000 1.000 0.085 0.452 0.783

1.00

-1.856 -0.507 79.863%

KOL/influenc

recommendat

ion

0.618±0.4

0.243

21.00

0.000 1.000 1.000 0.085 0.452 0.783

1.00

-1.856 -0.507 79.863%

Offer/Discoun

t Information

0.618±0.4

0.243

21.00

0.000 1.000 1.000 0.085 0.452 0.783

1.00

-1.856 -0.507 79.863%

Engaging

visual content

(images,

videos)

0.353±0.4

0.235

12.00

0.000 0.000 1.000 0.083 0.190 0.516

1.00

-1.688 0.644

137.437

Brand

Story/Values

0.412±0.5

0.250

14.00

0.000 0.000 1.000 0.086 0.244 0.580

1.00

-1.979 0.375

121.320

APMM 2025 - International Conference on Applied Psychology and Marketing Management

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Table 3. Factors influencing consumption decisions. (26-34 years old).

Name

The

mean ±

standard

deviatio

Varianc

e

Sum

25th

percenti

Media

n

75th

percentil

e

Standa

error

Mean

95%

CI(LL)



Mean

95%

CI(UL

)

IQR



Kurtosi

s

Skewnes

s

Coefficie

nt (CV)

Recommendati

ons from

friends/family

0.735±0.4

0.201

25.00

0.000 1.000 1.000 0.077 0.585 0.886

1.00

-0.804 -1.117 60.902%

Discussion/wor

d-of-mouth

within the

community

0.647±0.4

0.235

22.00

0.000 1.000 1.000 0.083 0.484 0.810

1.00

-1.688 -0.644 74.966%

The degree to

which personal

interests and

needs are

matched

0.618±0.4

0.243

21.00

0.000 1.000 1.000 0.085 0.452 0.783

1.00

-1.856 -0.507 79.863%

The brand's

sense of social

responsibility

or value

0.500±0.5

0.258

17.00

0.000 0.500 1.000 0.087 0.329 0.671

1.00

-2.129 0.000 101.504%

Frequency and

creativity of the

0.176±0.3

0.150 6.000 0.000 0.000 0.000 0.066 0.046 0.307

0.00

1.225 1.777 219.273%

5 DISCUSSION

In today's information age, social networks have

served as a central place for platform users to

construct and display their digital identities, and the

ways in which they influence consumer perceptions

deserve in-depth study. The findings reveal that the

distinctive behavioural styles exhibited by users of

different age groups on social platforms are closely

related to digital identity shaping and consumption

philosophy.

From the perspective of digital identity

construction, social media provides a rich and diverse

range of platforms and tools that enable consumers to

shape their digital image in a personalised way, which

is particularly evident among the youth population.

Digital identity is a subjective product driven by the

personal development aspirations of youth groups

(Yan et al., 2024). Young users between the ages of

18 and 34, for example, show a high level of activity

on social media, posting frequent content and actively

participating in interactions. The process by which

individuals present themselves to others is the process

by which individuals present images and identities

that conform to their self-perceptions and shape

others' impressions of their individual selves during

social interactions (Li & Sun, 2023). They gradually

form a recognisable ‘self’ in the virtual world by

sharing their life, hobbies and views on various

things. This process of digital identity construction is

the result of their interaction and communication with

others in the social media space, as well as an

expression of their perception and positioning of

themselves.

The mechanism of social media's influence on

consumer thinking is multifaceted. On the one hand,

social media marketing can motivate consumers to

participate in marketing activities and influence their

consumption behaviour (Wang et al., 2024). Social

media is changing the way consumers access

information. In the traditional model, advertisements

and brochures are the main channels to learn about

products and brands. Nowadays, platforms offer a

rich source of information, including product reviews

and brand stories. This content influences perceptions

and shapes consumer thinking. On the other hand, the

social interaction feature of social media enhances the

connection and communication between consumers.

Consumers use the platform to share their shopping

experiences, discuss consumer opinions, and interact

with friends, family and other users. Such interactions

both satisfy social needs and influence the mindset of

individual users; they are influenced by the behaviour

and perceptions of others in their interactions, thus

shaping their personal consumption patterns and

paths of thought.

In addition, the algorithmic recommendation

systems of social media have also influenced

consumer thinking and behaviour to some extent.

Algorithmic recommendation systems recommend

personalised content and products for users based on

their browsing history, interests and other

information. Such personalised recommendations

make it easier for consumers to access information

about products that match their interests and needs,

thus influencing their consumption decisions. In the

future, as social media continues to grow and evolve,

its impact on consumer digital identity construction

and consumer thinking will be even more profound.

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

499

6 CONCLUSION

This study found that social media plays a key role in

the construction of consumers' digital identities. The

rapid expansion of social platforms has led to the

gradual creation of unique digital identities out of the

habits of users' activities. Different generations of

people display a variety of different digital images. At

the same time, as an important way of information

dissemination, social media provides consumers with

a large amount of product information, and influences

consumer decisions through user feedback and brand

culture stories and other content.

This research informs the future development of

algorithms in the field of communication, especially

as reflected in brand marketing practices. For brands,

this means they need to focus more on social media

marketing, which is particularly important in shaping

digital identities and influencing consumer spending

choices. The study provides brands with valuable

insights to help better understand and reach their

target groups and gain an edge in the competitive

marketplace. At the same time, this paper analyses the

differences in the behaviour of different groups on

social platforms and points out their importance for

accurate and personalised promotion strategies.

Adjusting content and activities according to users'

interests and action patterns can increase user

engagement and loyalty.

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