Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 36 , 10 November 2023
Open
Access | Article
Research on the Influence of Social Media Marketing on Consumers' Purchase Intention——Taking Xiaohongshu as an Example
* Author to whom correspondence should be addressed.
Abstract
With over 300 million registered members, Xiaohongshu, a social media network that mixes e-commerce and content development, has grown to be a crucial marketing tool for small enterprises. By providing visually appealing and educational content, Xiaohongshu enables businesses to build trust and loyalty with their target audience and perhaps affect consumer behavior and purchase intention. This study aims to examine the effect of Xiaohongshu marketing on consumer purchase intention for small enterprises, using the Theory of Planned Behavior (TPB), the Social Influence Theory, and the Technological Acceptance Model (TAM) to provide insights and suggestions. The conclusion of this study is that Xiaohongshu marketing can have a significant impact on consumer behavior for small businesses.
Keywords
Xiaohongshu, Theory of Planned Behavior (TPB), social influence theory, Technological Acceptance Model (TAM), consumer behavior
References
1. Kim, M., & Lennon, S. J. (2018). Adoption of consumer-facing mobile AR apps: An investigation of design and flow experience factors. Journal of Interactive Marketing, 42, 1-14.
2. Wang, W., & Sun, S. (2021). The influence of user-generated content on consumer purchase intention: A case study of Xiaohongshu. Telematics and Informatics, 57, 101502. doi: 10.1016/j.tele.2020.101502.
3. Wang, D., & Zhao, S. (2020). Factors affecting users' purchase intention of social e-commerce: An empirical study of Xiaohongshu. Journal of Retailing and Consumer Services, 54, 102048. doi: 10.1016/j.jretconser.2019.102048.
4. Lu, X., & Guo, L. (2021). How Does User-Generated Content Influence Consumer Purchase Intentions on Social Commerce Platforms? The Mediating Role of Social Presence and Perceived Interactivity. Journal of Interactive Advertising, 21(1), 52-67.
5. Wu, P., & Bai, X. (2021). How Social Influence Affects Consumers' Purchase Intention in Social E-commerce: The Moderating Role of Social Comparison. Frontiers in Psychology, 12, 636906.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-093-6
- ISBN (Online)
- 978-1-83558-094-3
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/36/20231772
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited