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Online Consumer Behaviour and the Influence of Micro-Trends
Author(s): Dr. Abhinav DesaiAbstract
Online consumer behaviour in the digital ecosystem has undergone radical transformation in the past decade particularly because of the growing influence of micro-trends that dominate social media search environments and algorithmic recommendation systems. These micro-trends which may emerge suddenly and spread rapidly through platforms such as Instagram TikTok YouTube Shorts Pinterest and e-commerce suggestion algorithms shape consumer attention preferences and purchasing patterns in previously unpredictable ways. The abstract explores how micro-trends function psychologically socially culturally and technologically emphasising the shift from traditional long-term brand influence to short-term high-impact digital signals. Online consumers today exhibit highly dynamic behaviour patterns influenced by short-lived inspirations influencer endorsements viral aesthetics niche digital subcultures and algorithm-driven feeds. Micro-trends amplify impulsive decision-making alter perceived value and create a feedback loop where exposure and engagement continuously reshape consumer expectations. As modern consumers rely heavily on digital environments for product discovery comparison and evaluation micro-trends have begun to dictate not just what people buy but how quickly and why they buy certain products services or experiences. In this study the abstract integrates literature empirical findings and conceptual models to demonstrate how predictable stable consumer behaviour is gradually being replaced by fluid data-driven behavioural patterns that react instantly to micro-shifts in digital culture.