Consumer Behavior under Social Network Platform Influencing Factors and Marketing Strategies

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.