社交媒体营销对消费者行为的影响因素分析研究

Analysis of the Influencing Factors of Social Media Marketing on Consumer Behavior

利用社交媒体营销的方式来提高知名度和美誉度,并促使消费者产生购买意愿和行为,是商家常用的营销方式。本文立足社交媒体营销特征与现状,综合运用定量与定性相结合的研究方法,深度剖析了基于社交媒体营销的消费者购买行为的特征和影响因素。

Using social media marketing methods to improve popularity and reputation,and to induce consumers to purchase intentions and behaviors,is a common marketing practice for merchants.Based on the characteristics and current situation of social media marketing,this article comprehensively applies a combination of quantitative and qualitative research methods to analyze the characteristics and influencing factors of consumer purchase behavior based on social media marketing in depth.