How Dark Patterns Shape Consumer Behavior on Social Media: A Systematic Literature Review and Research Agenda

Abstract

Dark patterns are interface design practices that intentionally steer users toward platform-benefiting choices by exploiting cognitive biases, reducing user autonomy, and influencing consumer behavior. Despite increasing academic and regulatory attention, knowledge of how these practices shape consumer behavior on social media remains fragmented. This study presents a systematic literature review of 56 peer-reviewed articles to synthesize the current state of knowledge and identify future research priorities. The review reveals that existing research has primarily examined how interface design, social cues, and platform architectures influence consumer engagement, privacy-related decisions, purchasing behavior, and digital well-being. While conceptual contributions dominate the field, empirical evidence remains limited and relies predominantly on self-reported measures, with comparatively little research capturing actual consumer behavior. The review also identifies important gaps concerning construct operationalization, methodological diversity, and the use of real behavioral measures. By integrating the existing evidence from a consumer perspective, this study advances understanding of the psychological and behavioral mechanisms through which dark patterns operate and proposes a research agenda to inform more ethical platform design, stronger consumer protection, and improved digital well-being.