The Impact of Social Media Marketing on Consumer Purchase Decisions: A Comprehensive Study

DOI

10.2991/978-2-38476-259-0_13How to use a DOI?

Keywords

social media; marketing; consumer; purchase; online

Abstract

This study describes the fundamentals and characteristics of social media marketing and the purpose of social media marketing. Social media marketing is the use of social platforms for content marketing, which focuses more on interaction and participation with the audience than traditional one-way marketing methods. Different social media platforms have different characteristics and audience groups, and brands need to choose the right platform according to their own characteristics and target audience. The influencing factors of social media content include emotionality, information content, and shareability, etc. Brands need to formulate content strategies based on these factors. The speed and breadth of information dissemination on social media affects consumers’ purchasing decisions, and brands need to utilize the advantages of social media for publicity and promotion. Case studies and data analysis can support the aforementioned theories and validate the findings. Suggestions for social media marketing strategies for different products or services include choosing the right platform, developing a content strategy, and utilizing the advantages of social media.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Weihe Li
PY  - 2024
DA  - 2024/06/21
TI  - The Impact of Social Media Marketing on Consumer Purchase Decisions: A Comprehensive Study
BT  - Proceedings of the 2024 3rd International Conference on Social Sciences and Humanities and Arts (SSHA 2024)
PB  - Atlantis Press
SP  - 104
EP  - 115
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-259-0_13
DO  - 10.2991/978-2-38476-259-0_13
ID  - Li2024
ER  -