Study of Social Media Influence on Consumer Purchasing Decisions
Abstract
With the rapid development of the Internet and social media, the way consumers access information and communicate has changed
significantly. Social media has become an important platform for enterprises to conduct brand promotion and marketing, which has had a profound impact on consumers purchasing decisions. The purpose of this study is to explore the specific influence of social media on consumer
purchasing decisions, analyze social media marketing theory and consumer behavior theory, and propose corresponding marketing strategies.
Through a deep understanding of the role mechanism of social media, help enterprises to develop more effective marketing strategies, improve brand competitiveness and market performance.
significantly. Social media has become an important platform for enterprises to conduct brand promotion and marketing, which has had a profound impact on consumers purchasing decisions. The purpose of this study is to explore the specific influence of social media on consumer
purchasing decisions, analyze social media marketing theory and consumer behavior theory, and propose corresponding marketing strategies.
Through a deep understanding of the role mechanism of social media, help enterprises to develop more effective marketing strategies, improve brand competitiveness and market performance.
Keywords
Social media; Consumer; Purchase decision
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PDFReferences
[1] Huang Jingjing. Study on the influence of video blogger identity characteristics on consumers' purchase intention [D]. Guizhou University of Finance and Economics, 2023.
[2] Zhao Shiqi. Study on the factors affecting the purchasing intention of users of domestic cosmetics brands [D]. Hebei University, 2023.
[3] Xiao Guanxiu. Study on the influencing factors of network opinion leaders on consumers' purchase intention in live delivery [D]. Jiangxi
Normal University, 2023.
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