On the topic of social media being a primary resource for many people, SMU Assistant Professor of Marketing Shilpa Madan said that influencer and user-generated content is a powerful driver of discovery and purchase, drawing on the consumer psychology cues of social proof and parasocial relationships. Asst Prof Madan also highlighted that authorities globally have not built the same level of infrastructure to maintain the quality of what circulates and, thereby, protect consumers, posing particular risks for more vulnerable groups such as people with lower literacy or digital skills, those with limited expertise in complex fields, and older adults who did not grow up with social media.
