Understanding the Impact of Social Media Marketing in Driving Consumer Behavior and Purchase Intentions in the Chinese E-Commerce Market

Abstract

This research presents a comprehensive exploration of the intricate dynamics within the Chinese e-commerce market, focusing on the profound impact of social media marketing, social media influencers, consumer behavior, consumer engagement, and online advertising on purchase intention. The study employs a robust methodology, integrating both primary and secondary data collection approaches, with a sample size of 390 respondents drawn from various Chinese e-commerce platforms. Drawing from insights derived from six well-established theoretical frameworks, the research constructs a novel conceptual framework to illuminate the relationships among these key variables. The results highlight the substantial influence of social media marketing on consumer behavior, emphasizing the noteworthy role played by both social media marketing and influencers in shaping consumer engagement. Additionally, the study identifies a significant nexus between consumer behavior, consumer engagement, online advertising, and purchase intention. While providing valuable insights into the factors influencing purchase intention in the Chinese e-commerce market, it is crucial to note the study's limitations. The scope is confined to Chinese domestic online consumers, and caution is exercised against making broad generalizations about diverse cultural backgrounds or international consumer contexts. Nevertheless, this research contributes original perspectives, offering a deeper understanding of the pivotal elements driving purchase intention in the dynamic landscape of the Chinese e-commerce market.

Keywords: social media marketing; social media influencers; consumer behavior; consumer engagement; online advertising; purchase intention

JEL Classification Code: M31, M37, L81, L82