Paper Details

Name: Y. Kanaka Durga, K. Rohith, P. Yashveer & S. Akif
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 103-112
DOI: https://doi.org/10.5281/zenodo.17264829

ABSTRACT
Social media analytics (SMA) the collection, measurement, and analysis of user‑generated
content has reshaped how consumers discover, evaluate, purchase, and advocate for products.
This systematic review (2015–2025) synthesizes peer‑reviewed evidence on the effects of
sentiment/valence, electronic word‑of‑mouth (eWOM), influencer attributes, and engagement
metrics across the consumer journey (awareness, consideration, purchase, post‑purchase).
Guided by Stimulus‑Organism‑Response (S‑O‑R), Theory of Planned Behavior (TPB),
Technology Acceptance Model (TAM/UTAUT), and the Resource‑Based View (RBV), we
integrate meta‑analytic and econometric findings with field experiments to map mechanisms
and moderators. Results indicate robust links between eWOM volume/valence and sales or
purchase intention; creator credibility and fit improve attitudes and conversion; and
engagement behaviors predict loyalty and advocacy. We offer a unifying framework, a
35‑study evidence table, and a practitioner checklist for experimentation‑first,
privacy‑by‑design marketing, while noting limitations and open research questions.
Keywords: Social media analytics; consumer buying behavior; eWOM; influencer
marketing; sentiment analysis; engagement; social commerce; S‑O‑R; TPB; TAM; RBV.