Social media marketing, influencer marketing, and personalization as drivers of consumer behavior in Indonesian e-commerce: a conceptual review

Abstract

Indonesia is one of the biggest e-commerce markets in Southeast Asia. As more people shop online, businesses need to understand how digital marketing affects the way consumers make purchasing decisions. This paper reviews existing studies on three digital marketing strategies: social media marketing, influencer marketing, and content personalization. The goal is to understand how these strategies influence consumer behavior in Indonesian e-commerce, specifically brand awareness, purchase intention, trust, satisfaction, and loyalty. The paper uses three main theories as its foundation: the Technology Acceptance Model (TAM), the commitment-trust theory, and the social proof principle. The paper uses a narrative literature review approach, drawing on 20 selected peer-reviewed studies published between 1984 and 2025. on the review, this paper argues that social media content quality matters more than posting frequency. Influencer marketing works best when influencers are honest and genuinely connected to the products they promote. Personalization improves customer satisfaction but must respect consumer privacy. It offers seven research propositions that future studies can test. It also gives practical suggestions for Indonesian businesses, especially small and medium enterprises (SMEs), on how to improve their digital marketing strategies.