The Impact of Consumers and Influencers Characteristics on Online Marketing Activities

Abstract

In the past period, based on the development of the Internet, there were more ways of information dissemination. The modes of advertising are also becoming varied as information dissemination increases and changes. They have changed from initial print, TV, and web advertising to diversified ways on social media, like the live streaming. This paper finds that advertising in the new media environment impacts both consumers and companies. Therefore, this paper would like to take the area of nutrition and health products as an example to do a business analysis of advertising in social media. Consumers and influencers, as audience and producers of social media advertisements, respectively, become the objects of this study. In terms of research methods, following the idea of painting portraits of consumers and influencers, the main research method of this study is using questionnaires to gather more data about consumers, collecting influencers data from the social platform, and analyzing the characteristics of the collected information with analysis tools such as SPSS to further investigate this problem. This paper initially believes that advertising positively influences consumers and companies in the new media environment.