Understanding Social Media Behavior: A Systematic Review of Patterns, Influences, and Outcomes

Social media has revolutionized global communication, with over 5.24 billion users engaging on platforms like Facebook, YouTube, WhatsApp, and Instagram. This systematic review examines social media behavior, focusing on patterns, influencing factors, and outcomes. A comprehensive literature search across databases such as PubMed, PsycINFO, Scopus, and Web of Science identified 36 studies, predominantly cross-sectional, with limited longitudinal and experimental research. Key findings highlight the psychological impacts of social comparison, self-presentation, and social media addiction, particularly among younger users. Cultural influences shape engagement patterns, with Indian youth displaying unique digital behaviours. Mental and physical health effects range from increased anxiety and depression to benefits like social connectivity. Furthermore, social media significantly influences public opinion, digital activism, and consumer behavior. While offering advantages, excessive use contributes to misinformation, addiction, and mental health concerns. The study underscores the need for more longitudinal research on algorithmic influence and platform-specific behaviours. Future interventions should focus on digital literacy, regulatory measures, and responsible social media use to mitigate negative consequences while leveraging its benefits.