From Likes to Algorithms: A Systematic Review of Online Social Conformity Determinants and Consequences

The rise of digitally networked platforms has intensified conformity dynamics within online environments, where social and algorithmic mechanisms shape behavior. This literature review, following PRISMA guidelines, synthesizes 62 empirical studies that examine the determinants and consequences of online social conformity. Findings suggest that conformity in digital contexts is best understood through a triadic framework that encompasses psychological, social, and technological determinants. Methodological trends reveal a dominance of experimental and survey designs, with limited qualitative and mixed-method approaches, highlighting a need for methodological diversification. Thematic synthesis identified four domains of outcomes, social, behavioral, cognitive, and psychological, reflecting both adaptive (e.g., cohesion, collaboration) and maladaptive (e.g., polarization, misinformation) effects. Notably, few studies advance empirically tested intervention strategies, despite frequent recommendations for such development. This review contributes a synthesized conceptual model linking determinants and outcomes of online conformity, providing a foundation for scale development and intervention-based research aimed at promoting healthy digital engagement.