Cyberpsychology and digital marketing: the new frontier for effective social media marketing?

Abstract

This chapter examines cyberpsychology as an emerging and essential field in online marketing, proposing it as the future for effectively understanding and influencing digital consumer behaviour. While psychology has traditionally informed marketing strategies, the unique nuances of the online environment suggest a need for a more specialised approach. By studying digital behaviours, cyberpsychology offers insights into 21st-century marketing challenges, enabling marketers to understand consumers’ psychographic profiles and optimise content effectiveness across the conversion funnel. Key advantages include scientifically grounded strategies for market segmentation, brand identity promotion, and enhancing user experience through multimodal content. Additionally, managers benefit from evidence-based guidance on workplace policies to manage workload and mitigate health risks associated with social media use in marketing roles.