Research on the Influence of Social Media Marketing on Consumers' Purchase Intention——Taking Xiaohongshu as an Example

Shuyue Li

doi:10.54254/2754-1169/36/20231772

Research Article

Open access

Published on 10 November 2023

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Li,S. (2023). Research on the Influence of Social Media Marketing on Consumers' Purchase Intention——Taking Xiaohongshu as an Example. Advances in Economics, Management and Political Sciences,36,1-4.

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Research on the Influence of Social Media Marketing on Consumers' Purchase Intention——Taking Xiaohongshu as an Example

Shuyue Li *^,1,

¹ Wenzhou Kean University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/36/20231772

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

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References

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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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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

Conference website: https://www.icemgd.org/

ISBN：978-1-83558-093-6(Print) / 978-1-83558-094-3(Online)

Conference date: 6 August 2023

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.36

ISSN：2754-1169(Print) / 2754-1177(Online)

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