The Influence of social network models on e-commerce: A comparison between Wechat and Bilibili

Abstract

E-commerce are popular these days. While different social media may adopt different social network models, it actually made rules for how people are interacted with one-another on these platforms, and influences how people receive different messages about products. And different ways marketers engage with customers on social platforms influence the e-commerce situation or value of trade on platforms. This essay aims to evaluate the influence of social network models on e-commerce by making a comparison between WeChat and Bilibili, which are two famous social media in China. This essay will first explain some social network frames, and then will examine the operating mechanism of WeChat and Bilibili and how they are related to value of trade on these platforms. It is shown clearly that different ecommerce social networks lead to different results in ecommerce income. Wechat focus on 1 to 1 social mode and building ecommerce on the relationship between merchants and customers while Bilibili focus on building communities which eventually leads to community economy. This research result may help platform builders and merchants to choose their own strategies in ecommerce.