The Impact of Social Media Advertising and Social Anxiety on Consumer Purchase Intention and Brand Loyalty

Siyu Wu

doi:10.54254/2754-1169/2025.CAU27159

Advances in Economics, Management and Political SciencesOpen access

The Impact of Social Media Advertising and Social Anxiety on Consumer Purchase Intention and Brand Loyalty

Research Article

Open Access

The Impact of Social Media Advertising and Social Anxiety on Consumer Purchase Intention and Brand Loyalty

Siyu Wu ^1*

¹ Shanghai Shangde Experimental School

^*Corresponding author: yomomo.wu@outlook.com

Published on 24 September 2025

AEMPS Vol.218

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-385-7

ISBN (Online): 978-1-80590-386-4

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Abstract

Social media advertising and social anxiety have become increasingly popular concepts in recent years. A growing body of research focuses on these topics, trying to apply them to business practices by adjusting marketing strategies to alter consumers’ behaviors. Using a literature review and a few ideas, the study determines how social media advertising and social anxiety affect consumers' intentions to buy and their brand loyalty. This research highlights how advertising features, such as live streaming and influencer content, and psychological factors, like social anxiety, shape consumer behaviors. The study finds that social media advertising boosts consumer purchase intention and brand loyalty by enhancing trust, emotional interaction, and perceived value. However, social anxiety reduces trust and reliance on simple and stored rules, which will weaken the advertising effect. The research concludes that interactive advertising can build strong consumer relationships, and marketers must consider psychological traits like anxiety and emphasize fairness and ethical values to sustain loyalty in the digital age.

Keywords:

Social media advertising, social anxiety, purchase intention, brand loyalty

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