Analysis of Consumer Brand Identity and Purchase Decision Model Driven by Social Media Algorithms

Abstract

Social media algorithms have evolved from simple content distribution tools to key forces shaping consumer cognition, emotions, and behavior. This article systematically reviews the relevant research in the field of social media algorithms and consumer behavior, and proposes a three-dimensional integrated analysis framework of "cognition emotion behavior". Research has found that algorithms change consumers' information exposure patterns and brand perception paths through personalized recommendation mechanisms, achieving a paradigm shift from "people looking for goods" to "goods looking for people". Secondly, the algorithm driven immersive content ecosystem reconstructs the emotional connection between consumers and brands through emotional resonance and social identification. Thirdly, algorithms have a profound impact on the formation process of purchasing decisions by shortening the decision-making process and implementing real-time feedback mechanisms. This article further reveals that while the algorithm effect improves marketing efficiency, it also triggers deep problems such as information cocoons, algorithm bias, and consumer alienation. Future research needs to consider the effectiveness of algorithms and the emotional connection of human brand needs.