Four Pillars of Influence: How Social Media Shapes Public Perception and Economic Behaviour

Abstract

This conceptual paper synthesizes interdisciplinary literature to develop a four-pillar framework, such as Dissemination, Trust-Building, Personalization, and Misinformation, that explains how social media shapes public perception and economic behavior. Using a structured literature review and thematic analysis of prior empirical and conceptual studies, the paper identifies recurring mechanisms through which social media influence’s opinion formation and market decisions. The findings propose that dissemination speed amplifies reach, trust-building converts visibility into economic value, personalization shapes consumer choices while fostering filter bubbles, and misinformation distorts rational decision-making. The paper’s originality lies in integrating these mechanisms into a single analytical framework tailored to the Malaysian context. Practically, the framework informs policymakers, SMEs, and digital strategists in designing more ethical, effective, and resilient social media practices.