Assessment of the Factors of Consumer Behavior using Social Media Platforms Basis for Promotional Strategy
49,00 €
Your Legal Guarantee Rights
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.
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.
TABLE OF CONTENTS
ACKNOWLEDGEMENT i
DEDICATION iii
ABSTRACT v
CHAPTER I: Introduction
The Problem and Its Background 1
Significance of the Study 3
Review of Related Literature 4
Theoretical Framework 25
Conceptual Framework 31
Statement of the Problem 31
Hypotheses of the Study 32
Scope and Limitation of the Study 33
Definition of Terms 33
CHAPTER II: Methodology
Research Design 35
Participants and Sampling Procedures 36
Research Locale 36
Instrument of the Study 37
Data Gathering Procedure 39
Data Analysis and Statistical Treatment 40
Ethical Consideration 40
CHAPTER III: Results and Discussions
Research Question 1: 43
Research Question 2: 46
Research Question 3: 50
Research question 4: 58
Research question 5: 64
CHAPTER IV: Summary, Conclusions and Recommendations
Summary of the Findings 67
Contemporary Chinese Millennial’s online shop describe the TikTok platform 68
Proposed Strategic Marketing Plan 71
Conclusions 71
Recommendations 72
Suggested Program Measures from the Merchant’s Perspective 74
REFERENCES 77
APPENDICES 91