Digital Influence: Leveraging Social Media to Drive Brand Awareness and Product Discovery

Deepana Palanivel (), Jyotsna Puthalath Nadukkandi and Uthamaramasamy Vani ()
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Deepana Palanivel: PSGR Krishnammal College for Women
Jyotsna Puthalath Nadukkandi: PSG College of Arts and Science
Uthamaramasamy Vani: PSG College of Arts and Science

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 39-52 from Springer

Abstract: Abstract With the advent of the digital era, social media platforms have become a crucial aspect of consumer product discovery, evaluation, and purchase. This chapter explores the intricate role of social media in product discovery, examining the mechanisms, strategies, and impacts that make up this new process. Through a close analysis of the top influencer marketing strategies, user-generated content (UGC), and targeted advertising, the chapter highlights how brands leverage social media to engage and connect with potential buyers. Successful brand examples of Glossier, Gymshark, and Starbucks illustrate the actual application of these strategies, the effectiveness of which is illustrated by the capacity of social media to drive product discovery and activity. The chapter also discusses the psychological factors of consumer behavior, including the role of social proof and engaging content in influencing purchase decisions. It also addresses the problems and ethical issues of social media marketing, including algorithm changes, information overload, and data privacy. Continuing, the chapter discusses trends such as social commerce, augmented reality (AR), and live shopping, and how these will affect brands. By understanding the tactics and mechanisms of success on social media, brands can best leverage these sites to maximize visibility, engagement, and sales in a constantly evolving digital landscape.

Keywords: Social media marketing; Product discovery; Influencer marketing; User-generated content; Targeted advertisements (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-7809-2_3

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