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Abstract

The rapid expansion of social media has fundamentally transformed the ways consumers search for information, interact with brands, and make purchasing decisions. This study provides a structured synthesis of the literature on consumer behavior in the social media ecosystem using a Scoping Review approach aligned with the PRISMA-ScR framework. The review aimed to map the main research streams, identify dominant thematic categories, and clarify the conceptual directions shaping this field. A total of 31 studies published between 2011 and 2025 were included in the final review following a multi-stage screening process involving identification, screening, eligibility assessment, and final inclusion. The selected studies were analyzed descriptively and thematically. The findings indicate that the literature is primarily organized around trust, credibility, and perceived risk; media adoption and moderating factors; mapping and emerging digital trends; purchase intention and decision-making; engagement and interaction quality; and identity- and value-related dimensions of consumption. The review shows that consumer behavior in social media environments is increasingly understood as a multidimensional process shaped by technological mediation, social interaction, and digital trust mechanisms. By integrating fragmented lines of research into a coherent thematic structure, this study contributes to a clearer understanding of digital consumer behavior and offers a useful reference point for future academic and managerial work in this evolving domain.

Keywords

Consumer behavior, Social media ecosystem, Scoping review, PRISMA-ScR, Digital trust, Purchase intention

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