Digital Influencers' Visual Narratives and Algorithmic Power: Identity Construction and Impulsive Consumption on Social Networks

Abstract

This study explores how visual narratives created by digital influencers, combined with personalized algorithmic recommendations, influence impulsive buying behavior and identity construction on social commerce platforms. Through a qualitative approach, in-depth interviews were conducted with active social commerce consumers and methodological triangulation was used. The results indicate that impulsive purchases are not merely reactions to visual stimuli, but part of a broader strategy of self-expression and social validation. Additionally, algorithms play an active role in amplifying these behaviors by customizing recommendations that align with consumers’ identity aspirations. The research reveals that impulsive consumption in digital environments is driven by cultural, technological, and social factors, suggesting that social commerce platforms not only facilitate consumption but also serve as spaces for identity experimentation. These findings offer new theoretical insights into the role of consumption in digital identity formation and practical implications for brands seeking to engage consumers in a more authentic and personalized manner.