Research on the Role of Social Media in Consumer Behavior

DOI

10.2991/aebmr.k.220405.261How to use a DOI?

Keywords

“Planting grass”; “pulling grass”; star; consumer psychology; social media

Abstract

“Grass planting” and “grass pulling” are common consumption methods among young people on social media, and now they have become new modes for merchants to market products to consumers. The development of social media, especially video social media, provides a networked communication system for the rapid development of this marketing method. Through questionnaires, in-depth interviews and data statistics, this study investigated and analyzed the young people’s experiences of “planting grass” and “pulling grass” and their psychological and behavioral activities. Through questionnaire surveys and data statistics, it is found that: First, in the process of “planting grass” and “pulling grass”, products with observability to stars such as skin care and beauty cosmetics are more likely to achieve “planting grass” effect. Among them, male consumers are more likely to be “planted with grass” for skin care products and female consumers are more likely to be “planted with grass” for beauty products. Second, during the process of “planting grass” and “pulling grass”, most young people keep rational consumption psychology, pay great attention to product efficiency and price, and it will take a week or even a month to decide whether to “pull grass”. Third, product experience is the foundation of product word-of-mouth formation and continuous marketing. The authenticity of “planting grass” is extremely important for product marketing, and a good product experience will increase the sharing probability of consumers. Fourthly, as new marketing and consumption modes, “planting grass” and “pulling grass” are novel in that they are closely integrated with social networking.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yueqi Wang
AU  - Ruiqi Ge
PY  - 2022
DA  - 2022/04/29
TI  - Research on the Role of Social Media in Consumer Behavior
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1568
EP  - 1574
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.261
DO  - 10.2991/aebmr.k.220405.261
ID  - Wang2022
ER  -