How Social Media Advertising Influences Consumer Purchase Decisions in a Digital Beauty Shopping Environment the case of Xiaohongshu
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | advertising consumer behaviour Digitization e-commerce Social media |
| Online Access: | http://dolgozattar.uni-bge.hu/57311 |
| Kivonat: | This study investigates the impact of Xiaohongshu’s social media advertising on consumer purchase decisions in the beauty industry. Through a mixed-methods approach combining surveys and focus groups, the research identifies ad relevance, authenticity, and social interactions as key drivers of engagement and purchase intent. Personalized content tailored to user needs significantly enhances ad effectiveness, while authenticity, supported by user-generated content and influencer recommendations, builds trust. Social validation through likes and comments further amplifies consumer confidence. Despite limitations such as platform specificity and reliance on self-reported data, the study offers actionable insights for brands and highlights the need for future exploration of emerging advertising technologies and broader contexts. |
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