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Assessment of the Factors of Consumer Behavior using Social Media Platforms Basis for Promotional Strategy
EAN : 9783962035129
Édition papier
EAN : 9783962035129
Paru le : 15 août 2026
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- EAN13 : 9783962035129
- Réf. fournisseur : 462939
- Date Parution : 15 août 2026
- Disponibilite : Disponible
- Barème de remise : NS
- Nombre de pages : 124
- Format : H:230 mm L:155 mm E:8 mm
- Poids : 219gr
- Résumé : This study examines the intricate relationship between social media use and consumer behavior, with a particular focus on TikTok's growing influence on Generation Y's purchasing decisions. Drawing on established theory and empirical evidence, it identifies the key factors shaping online consumer choice — social influencers, user-generated content, and online reviews — and explains how TikTok's algorithmic recommendation system enhances product discovery and drives purchase intent. The analysis traces the shift from traditional online shopping toward a more dynamic, socially embedded shopping experience, showing how the platform is reshaping advertising, promotion, and consumer habits among younger audiences. Based on these findings, the study offers actionable insights for businesses seeking to design effective, platform-driven promotional strategies.
- Biographie : Dr. Youtao Wang is an experienced financial media professional and scholar born in Linyi, Shandong Province, in 1980, and currently residing in Beijing. He holds a Doctor of Business Administration degree and has dedicated his career to in-depth research and content creation focusing on the financial media industry, listed companies, and global supply chains. His expertise centers heavily on the value systems of public companies. Dr. Wang's major research and creative fields encompass the new media ecology, TikTok global communication, cross-cultural integration, market value management of listed companies, and refined supply chain operations. This monograph represents his core academic work, blending corporate strategy with global media trends.
