Consumerism in the Digital Age A Communication Study on the Influence of Social Media Advertising on Consumer Behavior

Resumen

With the rapid development of Internet technology and mobile devices, social media advertising has occupied an important position in the digital advertising market. Based on the SOR model, this paper explores the impact of social media advertisements on consumer behavior, especially how the authenticity, interestingness, and usefulness of usergenerated content affect consumers' perceived value and purchase intention, and further proposes five hypotheses. Through the collection and analysis of 400 questionnaires, the results show that each feature of social media advertising significantly influences consumer behavior. Specifically, the authenticity of user-generated content positively affects both consumer-perceived value and expected regret, and fun and usefulness similarly contribute to consumerperceived value. Only Cronbach's alpha coefficient for authenticity is low at 0.441, while Cronbach's alpha coefficients for all other aspects are high and greater than 0.7, which indicates that the survey results obtained from the measurement questions of the scale of content features of social media advertisements have a high level of reliability. The metric value of the KMO is 0.841, which is greater than 0.8, which suggests that the scale data on content features  of social media advertising is very suitable for factor analysis. It is also known that the approximate chi-square value of Bartlett's test of sphericity is 10218.166 with 325 degrees of freedom and SIG value of 0.000 which is less than 0.01, which passes the test of significance at the significant level of 1%.