Research on the Influence of Social Media Platforms on Consumers’ Purchase Intention

Abstract

Since the increasing importance of social media online advertisement, the area has existed a large amount of research. The majority of the paper focuses on the effectiveness and content of online advertisements. However, the relationship between social media platforms and the effectiveness of online advertisement seems to be less concentrated in this area. This paper seeks to solve this issue in the online advertisement by providing a methodology and a way to measure and analyze the data. The methodology used in this paper is a survey. This paper focuses on two particular platforms, Bilibili and WeChat, and the comparison is made in three specific kinds of products, including electronic devices, food, and clothes. Assuming Bilibili and WeChat target different groups of people in different areas, this paper further provides suggestions to the enterprise. This paper also includes some suggestions for increasing the social media platform performance and boosting the consumers’ purchase intention.