With the rapid development of social media and internet technology，consumer behavior patterns and advertising communication methods are undergoing unprecedented changes. This research explores the influencing factors and theoretical mechanisms behind these phenomena through a review of consumer behavior and motivations in social media，“consumptive philanthropy，” and cutting-edge research on advertising inclusivity. We hope to provide a new research foundation and a knowledge system for reference in the field of communication and advertising theory in the digital age. Consumer interaction is driven by information value，entertainment value and social value，and six market segments deserve attention；The obvious virtue signal in social media reveals the complex psychological and social behavior of consumers in shaping their personal image；Advertising inclusiveness is not only related to moral responsibility，but also directly affects consumers’ brand awareness and loyalty. Understanding consumers’ different reactions to inclusive advertising and its influencing factors is very important for brands to formulate effective advertising strategies.