https://dom.lndb.lv/data/obj/1659949 Teksts Zinātnisks darbs/Teksts https://dom.lndb.lv/data/obj/1659949.html https://dom.lndb.lv/data/obj/1659949.png Bakalaura darbs Michelle Oppong Štefenberga, Dace, 1977-zinātniskais vadītājs Inta Ozolarecenzents 34 lp. Ventspils: Ventspils Augstskola 2025 Papīrs angļu This study examines how X influences consumer behavior through real-time interactions, peer recommendations, and algorithm-driven content exposure. It explores how engagement metrics, influencer credibility, and social proof shape purchasing decisions. This research is guided by three hypotheses: that higher engagement metrics increase consumer trust in brand messages, that peer recommendation and influencer endorsements have a stronger impact on consumer purchasing decisions than direct brand advertisements, and that algorithmic-driven content exposure reinforces pre-existing consumer biases, limiting decision-making autonomy. The research employs a qualitative approach, using netnography and discourse analysis supported by Python-based tools for sentiment and topic modeling to analyze consumer discussions on X. Findings reveal that consumer trust depends on transparency, interactive brand engagement, and authentic peer reviews. Influencer-driven content and algorithmic filtering significantly impact decision-making, often reinforcing pre-existing biases. The study highlights the ethical implications of targeted marketing, synthetic engagement, and data privacy concerns. It provides insights for businesses on balancing marketing effectiveness with consumer trust. Policymakers must address algorithmic influence and misinformation to protect consumer autonomy. Future research should examine cross-platform digital influence and the role of emerging technologies in shaping consumer preferences. Academia (Kolekcija) Bakalaura darbi Ventspils Augstskola. Ekonomikas un pārvaldības fakultāte Vadībzinātne https://ventspils.biblioteka.lv/AlisePAC/Details?title=The%2BInfluence%2Bof%2BSocial%2BNetworks%2Bon%2BConsumer%2BBehav&Id=277513&Ident=1287577&InstanceId=29&LibraryId=0 Ventspils (Latvija) Ventspils Augstskola 2026-02-19 2026-02-19 Aizsargāts ar tiesībām Šo darbu aizsargā autortiesības un/vai blakustiesības. Šo darbu var brīvi lietot personiskai lietošanai, zinātniskam pētījumam vai pašizglītībai. Citiem izmantošanas veidiem jāsaņem tiesību subjekta (-u) atļauja. Ir aizsargāts ar autortiesībām — komerciālā apritē neesošs Pieejams tīmeklī (bez iespējas lejupielādēt) False Ir aizsargāts ar autortiesībām Nav pieejams https://dom.lndb.lv/data/obj/file/41021326 PDF Document 41021326.pdf 1.11 MB application/pdf 19.02.2026 15:24:03 19.02.2026 15:24:03 41 Document iLovePDF 19.02.2026 15:24:03 No Document 19.02.2026 15:24:03 1.4 copyright.json Autortiesību fails JSON File 41022010.json 7.78 KB application/json 19.02.2026 16:37:12 19.02.2026 16:37:12 19.02.2026 16:37:12 19.02.2026 16:37:12