Understanding the Role of Digital Technology in Influencing Consumer Decisions Through Social Engagement

Mohammad Mahbubul Haque; Mohammad Riad Hossain

Understanding the Role of Digital Technology in Influencing Consumer Decisions Through Social Engagement

Author(s)	Mohammad Mahbubul Haque, Mohammad Riad Hossain
Country	United Kingdom
Abstract	With the fast pace of changes in digital technologies, there are also changes in consumer behavior, in particular due to the emergence of a socially interactive online environment. While the impacts of digital environments have already been discussed, there is still a deficit of theory regarding how the transformation of technological affordance into consumer choice through social engagement mechanisms takes place. Hence, the present review addresses the question by employing a theory-based analysis that applies social influence theory, uses and gratifications theory, and signaling theory to uncover the mechanisms of digital consumer behavior. The paper discusses social engagement as a mediating variable in the relation between the digital features and decision outcomes. In line with the principles of signaling theory, likes and reviews are regarded as the heuristic signals that help decrease information asymmetry and, consequently, define product perception. From the perspective of social influence theory, electronic word-of-mouth and influencer endorsements include normative and informational influences on consumer judgment and preferences. In other words, consumers are considered to be active users of the uses and gratification theory by consuming digital content to satisfy such needs as identity expression, entertainment, and social interaction. They are augmented even more by personalized algorithms and influencer content, thus filtering the informational environment and creating parasocial bonds. Social validation and the fear of missing out are additional psychological factors that contribute to those processes and render them more involved, and speed up decisions. However, the problem of data privacy, transparency of the algorithm, and ethical transparency can affect negatively the creation of such bonds and undermine them. The methodology of the research limits its scope because of the lack of generalizability due to the utilization of a narrative review. It means that a narrative review is a useful methodological tool to create a theoretical model that unites all traditional approaches to consumer behavior.
Keywords	Digital technology, Social engagement, Consumption behavior, Electronic word-of-mouth, Personalization, Digital marketing.
Field	Sociology
Published In	Volume 17, Issue 2, July-December 2026
Published On	2026-08-09

View / Download PDF File

About IJAIDR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us	Message on WhatsApp	+91-9687-182-185	editor@ijaidr.com

Journal of Advances in Developmental Research

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Understanding the Role of Digital Technology in Influencing Consumer Decisions Through Social Engagement

Share this