THE INFLUENCE OF SOCIAL MEDIA ON CONSUMERS' VALUE ORIENTATIONS: CONTEMPORARY TRENDS AND MARKETING CHALLENGES

Abstract

Introduction. The article examines the influence of social media on the formation of consumers’ value orientations in the context of ongoing transformations in the digital economy and the development of innovative marketing communications. The growing role of social media leads to changes in consumer behavior, strengthens the emotional impact of content, and shapes new models of purchasing decision-making.

Purpose. The purpose of the article is to identify the specific features of social media influence on consumers’ value orientations, as well as to determine current marketing trends and challenges arising in the process of digital interaction between businesses and users.

Materials and methods. The theoretical basis of the study includes scholarly works by domestic and international researchers, as well as analytical reports from the Pew Research Center, Statista, and Influencer Marketing Hub. The study applies general scientific methods of analysis and synthesis, as well as comparative and systemic approaches, which made it possible to examine the functioning of social media across different economic sectors and their impact on consumer behavior.

Results. It has been established that social media act as a system-forming factor in shaping consumer values, as through content, emotional engagement, and social proof they influence trust and purchasing decisions. Sector-specific effects were identified in FinTech, GreenTech, AgroTech, and EdTech, where social media shape different value priorities – from financial security and environmental responsibility to innovation and educational flexibility. Key marketing trends were outlined, including influencer marketing, short-form video content, and the use of AI analytics, as well as major challenges of the digital environment.

Discussion. Further research should focus on developing models for the ethical and effective use of social media in marketing activities, improving tools for assessing the impact of digital content on consumers’ value orientations, and minimizing negative socio-psychological effects.