TITLE:
Consumer Behavior under Social Network Platform Influencing Factors and Marketing Strategies
AUTHORS:
Di Zhang, Dongphil Chun, Minghao Huang
KEYWORDS:
Social Networking Platforms, Consumer Behavior, Influencing Factors, Marketing Strategies
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.2,
March
22,
2023
ABSTRACT: With the rapid development of modern technology and
information technology, society has entered into a new social network era,
which also makes the new social network marketing mode gradually replace the
original traditional marketing mode, and has even become a social way of the
masses at this stage. Therefore, in order to enhance the competitiveness and
competitive advantage of enterprises in this diversified market competition
environment, it is necessary to deeply explore the marketing characteristics,
marketing strategies and marketing models in the social network era to provide
a key boost to the sustainable development of enterprises. Therefore, the
article analyzes the factors influencing consumer behavior under social
networks and proposes marketing strategies for enterprises based on the
influencing factors.