Author: Saumya Agrawal
Abstract
Social media’s algorithms have an influence on the content shown to consumers. This includes posts, videos, products and adverts. An analysation of data is performed with the aim of providing recommendations based on previous data, such as searches, likes, watch time and shares. This article outlines research that has been published to demonstrate how using recommendation algorithms can encourage consumers to discover new products, build brand preference and increase impulsive purchases. However, it is also important to consider the positives of the recommendation aspect along with the concerns regarding privacy and choice.Introduction: How we Shop Today
Today many consumers discover new products as they scroll through their social media. Whether it is a video around skincare, the creators opinion or popular products, it can encourage consumers to try new products they didn’t originally plan on purchasing. Many aspects of this are powered by recommendation algorithms to create suggestions based on our behaviour. Although there isn’t any decision making taking place it can create a bias in what people pay attention to. This means social media is having an impact on consumers today
- From Searches to Discoveries
Previously when shopping people would often look for things they needed, search for options, compare prices then make a choice. However social media can lead people to discover things. For example if you open up your app to relax but constantly see videos about organised study areas you may decide to invest in a desk organisers. This is an example of discovery shopping. Although they didn’t intend they would purchase this product they became interested due to constant exposure.
- Personalised Feeds – Help or Bias?
Algorithms will take information you engage with online and predict what you may find interesting. This can include looking for running shoes and then seeing sporty clothes and fitness goods. It can also mean seeing targeted advertising from brands within that area. This can make shopping easier as products can be found quicker and help smaller businesses. However it can cause a bias and only show similar products. It can also lead people to believe that something is popular or a good quality due to its popularity. An experiment was carried out by ‘Dekker, Baumgartner and Sumter’ (2025) in order to explore whether a personalised version of TikTok feeds led to increases in engagement. This proves that there is some influence in recommendation algorithms. It doesn’t show that there will always be a purchase made though.
- Reviews, Likes and Influencers
Consumers often look at other peoples opinions to help them decide if they want to try it. Due to high visibility from likes, comments, reviews and viral videos influencers can help increase interest. Seeing products in everyday scenario’s such as in their skincare routine, gym or study area can create a more relatable feeling. However a popular product isn’t necessarily the best purchase. Using the independent reviews can help consumers make informed decisions. Seeing the alternatives and noting if the post is sponsored. - Encouraging Impulsive Purchase
Due to the personalisation, products can become appealing. Discounts, countdown timers, low stocks and live shopping can encourage consumers to make an impulsive purchase. In a study from Young Consumers by Amin (2025) it looked at how social media can create impulsive purchases due to the Artificial Intelligence personalisation. This shows that recommendation systems can cause consumers to make unplanned purchases. However price, emotions, peers and product presentation can all play a role. Every user will have varying responses. - Convenience Concerns
Although there are obvious positives for consumers due to the recommendations helping them find relevant products quicker and for businesses to target those interested in their offer. The system uses personal data around what people watch, search, click and share. Although some people find targeted advertising useful, others may find it uncomfortable knowing they are being followed by ads. Constant exposure can result in unnecessary spend and make some lifestyles look more common. Transparency and control is an important part of responsible digital marketing. - This article uses secondary research. This means that instead of gathering new data through surveys or interviews, I used information that has already been published. This included looking at studies around personalised social media feeds, AI recommendation and Impulsive purchase. Each study will have used a different method and sample so should be viewed as evidence that this may impact consumer
- Social media algorithms are changing the way we discover products, build brand preference and sometimes make impulse purchases. The algorithms can make shopping easier by helping consumers find products that suit their interests. However, can encourage impulse purchases, create a bias and cause concerns around consumer privacy. Ultimately the decision lies with the consumer but algorithms are influencing what choices come up first. Consumers can make more informed decisions by comparing prices, using independent reviews and taking the time to think before making non essential purchases. Platforms and brands should be transparent in their paid promotion and personal data usage.
